As demand for checkout features grew, so did the complexity of the experience for existing members, which created barriers to self-service and potential risks to medication adherence. So my challenge was to reduce friction in the final steps of order placement, minimizing efforts required by the member.
How might we balance features of the checkout flow to help members complete their orders as seamlessly as possible?
Leveraging research insights, a new dedicated cart interface shifted and redistributed features and tasks across the checkout experience. The additional cart step looked to minimize cognitive load by balancing capabilities for members just moments before placing their order.
The new cart also enhanced an existing feature enabling members to continue adding refill prescriptions to cart without needing to navigate away, reducing the risk of abandonment and fallout. Instead, it promoted medication adherence for better self-care management.
The improvements made to the checkout flow laid a new foundation for growth and scalability. It accommodated for future needs while offering a smoother and more intuitive experience for people simply looking to get what they needed.
Cart abandonment rates remained neutral or stable even though an entirely new dedicated cart step was added, validating that the changes did not introduce major negative friction. In fact, earlier competitor analysis efforts and usability research showed us that a cart-step was a conventional pattern across online shopping sites that people were familiar with and even expected to encounter.
To add, step completion rates within the checkout flow increased by 3X and so did the the average number of items added to the cart by 2.7X. Within a 6-month period, ~500K refill prescriptions were added to cart without leaving the cart, demonstrating a more effortless digital self-checkout experience for people and one that enabled medication adherence.
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I joined the product team midway through the project following unexpected changes within the design team. During my three month involvement, as lead designer, I collaborated with cross-discipline teams and partners to define problems, conceptualize solutions, and drive design enhancements based on research insights, competitor analysis, and stakeholder needs. Working against a tight timeline, I focused on staying efficient with my design process and partnerships, ensuring that the project met its goals within budget and on schedule.