Improving the Digital Pharmacy Experience

Our analytics showed that the majority of users land on our product page (MDV: Medication Detail View) via Search (i.e., Google). We also needed to account for new patents who heard about Blink from their doctors and who might start on the home page.

After establishing the content needs for both pages, I led a design review with key stakeholders and had the team put wireframes on the wall for additional feedback. It’s important to take into consideration observations and ideas from cross-functional team members, including product, engineering, marketing, and operations.

This is Elaine, a product designer on my team. In our first round of user research, we interviewed 8 participants in person. Together we wrote down our observations on sticky notes, focused around these key research questions:

1. What is the best way to present Blink’s value?

2. How do we organize our different purchasing options

3. How do we prioritize information and content hierarchy?

This slide from our research findings shows our process for synthesizing observations from the first round of research. We clustered them to identify patterns, then generated insights.

My team presented the user research findings to the entire product organization to begin building a body of knowledge about our patients’ behaviors and mental models.

1. Most participants weren’t sure what the price included for each option (see design above)—”Is there a yearly membership fee?”, “Is the price a monthly fee?”, “Is start for $5 a delivery fee”?

2. Many participants didn't understand the telemedicine option and how it was different from regular home delivery.

3. While interested in paying with insurance, participants didn't think of using insurance as equivalent to other purchasing options.

4. Participants expressed doubt and uncertainty about whether or not Blink was safe to use and whether they could trust us.

This is a revised wireframe that one of the product designers on my team created for the second round of user research.

Each of the 3 designers on my team created a design alternative to explore a variety of ways to address the feedback from the first round. The primary goal was to differentiate the pricing and fulfillment options and to give patients the ability to compare and clarify what was included in the price.

A product designer on my team created this responsive high-fidelity design and a prototype for the final round of user research. We conducted moderated research with 6 participants. We wanted to validate that participants could explain the different services available to them on the product page. We also wanted to understand their expectations for what would happen after they added an item to their cart and explored their general attitude towards Blink after exploring the page.

A product designer adapted the design to fit the iOS and Android platforms, primarily focusing on changes to the header. We also worked with the product manager to identify the various states that were needed for each pricing option card, creating the designs for each (some examples shown here).

In addition to the medication product page, we needed to introduce the insurance option, Blink Pharmacy Plus, on the mobile app start screen. This was important for patients whose doctors sent in their first prescription and who just downloaded the app.

Here you can see the old start screen (left).

I designed several iterations of wireframes until I locked down the information hierarchy and prominence of Blink Pharmacy Plus (center).

I then finalized the UI design of the start screen, incorporating the latest brand guidelines and design system that my team was rolling out (right).