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Shoppers Drug Mart
Mobile platform allowing users to access a secure environment where they can track and manage their prescriptions.
Overview
Shoppers Drug Mart is a Canadian retail pharmacy chain based in Toronto, Ontario. Shoppers Drug Mart, has been at the forefront of providing innovative healthcare solutions. As part of its commitment to enhancing customer experience and leveraging digital technology, Shoppers Drug Mart has developed a mobile platform dedicated to prescription management and health tracking. Shoppers Drug Mart's design team sought to collaborate with George Brown College on the project. George Brown College's digital experience design students were tasked with the responsibility of working on the project.
The goal is to improve/redesign the digital pharmacy experience to attract patients to transact.
Role
UI Designer
Ideation, User research, Visual design, Prototyping
Sept 2022 - Dec 2022
Client
Shoppers Drug Mart
The Problem
Digital Pharmacy is reporting a reduction in online transactions and customers are requesting to move to competitor pharmacies.
The Process and the team
In collaboration with three other designers to complete this project from start to finish. We embarked on this project, anchoring our approach to the Double Diamond Theory and Lean UX process. We aimed to incorporate key processes: Ideation, Primary Research, Secondary Research, UX Research, Wireframing, Prototyping & Iteration based on the feedback the team received during key points in the project timeline.
Gathering insight, Ideation and Research
User Research
To understand more about the problem, I conducted research into how users of Shoppers Drug Mart feel about using their digital services. This was done by looking through review of shoppers digital services by users.
My research encompassed:
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Understanding user goals and needs
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Uncovering pain points with Shoppers Drug Mart's existing digital services
Based on the information obtained from the user research we concluded that like shoppers drug mart suffers from certain service problems like tracking prescriptions and customer service.
Concept Development
Competitor Analysis and Secondary Research
With this info, the team moved onto the ideation process. The team used hundred ideas and afterwards crazy eights to come up with potential solutions. Afterwards, we performed secondary research into competitors of Shoppers Drug Mart. We performed a precedent study into e-comerce businesses and online services like Amazon to get a better understanding on their user experience and how it affects their customers.
The Solution
Taking into account the results of the user research and the secondary research into competitors of Shoppers, we concluded that we should create a prescription service to Shoppers Drug Mart that would allow prescriptions to be purchased using the existing app and delivered to the consumers doorstep.
Wireframing the solution, Low-Fidelity Prototyping and UX Research
As a team, we worked on the low-fidelity prototypes. While we were creating the low-fidelity prototypes we also decided to make a journey map both for first-time users and for people using the app more frequently to understand how users would use the prescription service from the prescription service.
We were able to use the journey map to identify potential pain points the user would feel during the process of ordering prescriptions. Using the data, we knew that for first-time users:
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There would be significantly more stress and anxiety
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They only felt relief when the order was done and they were able to view where their prescription was using the live delivery feature
For returning users:
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Less stress when using the service
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Mostly happy from navigating around the dashboard to waiting for the prescription to arrive
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They became tired and confused when deciding what to order and the actual purchase of the prescription.
Shortly afterwards, the team was also tasked with creating storyboards for the project. I worked on the storyboards based on both journey maps, and the low-fidelity prototypes that were completed.
Journey Map
High-Fidelity Prototypes
We got feedback form the client based on the low-fidelity prototypes, personas and the journey maps. The client was happy with the work and steps that were taken during those processes. I created my high fidelity mock-ups in Figma with the rest of the team.
I conducted a UX review to ensure it was aligned with what the client was asking before it was presented. The results of the UX review revealed that the high-fidelity prototypes needed to match Shoppers existing colours and fonts. We made changes to the elements and UI to make it more user-friendly for mobile users and recognizable.
Results
Following the delivery of the final designs, Shoppers Drug Mart was so pleased with the work that they coordinated a design showcase for the rest of the design team and other stakeholders to view our work. This involved us planning and walking through a design presentation that included showing our entire design process from user research to high-fidelity designs.
Project Learnings
1 Understanding the user
The primary goal is to understand the user, their problems and then come up with a design that solves it. Performing UX research not just early on in the project but also throughout is essential for understanding how the user feels and interacts with the project.
2. Seek out feedback early
The trouble with most of us is that we would rather be ruined by praise than saved by criticism. Keeping the users on top of what's happening in the project and testing solutions in whatever form (paper, low-fidelity or high-fidelity) as early as possible can save ample amounts of time and re-work.
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