While a digital medicine cabinet MVP had an overwhelmingly positive reception among existing pharmacy members, there were product performance gaps and usability painpoints that needed to be addressed. The enhancements and evidence based solutions I drove influenced positive trends across key metrics that were previously lower, and new features gained an overall 93% utilization rate among members, validating it's usefulness. The product sustained it's position as the highest visited experience, maintaining it's value for tens of millions of eligible pharmacy members looking to digitally manage their prescriptions.
In the past, members of the online pharmacy website faced a cumbersome experience navigating through multiple steps and interfaces to manage their prescriptions. Recognizing the need for improvement, a MVP that consolidated prescription information was launched.
The MVP received positive reception among members for providing a consolidated view of all of their prescriptions. This meant that people no longer had to struggle navigating a fragmented web experience to get to information they needed.
However, the experience had some losses as well. Member feedback and data revealed areas of bad friction and painpoints such as confusing renewal processes and difficulties in managing medication lists. These challenges suggested a need for iteration and enhancements around clearer information and even better navigation within the product itself.
So, why did it matter? The risk of not addressing this meant continued confusion and frustration among tens of millions of members who relied on the digital pharmacy service, plus a negative impact and cost to business and healthcare outcomes. For additional context, in 2021, out of 21 million prescription fills initiated by patients, 17 million of those fills were initiated digitally (82%), which is a striking perspective of how dependent people are on digital tools to get what they need.
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I prioritized improvements around 4 painpoints that were negatively impacting people and, consequently, affecting key metrics that were valuable for the business. Usability research insights of new features I designed also validated the benefit of providing familiar online shopping capabilities such as searching, filtering, sorting, and archiving. We learned these features would give people more desirable control and the tools to navigate, track, and organize their medications with more confidence, ease, and less overwhelm, resulting in better outcomes for both the patient and the digital pharmacy.
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Not only did we see less frequency of negative member feedback, there was a positive and desirable trend across key metrics that was promising for future product success. While click rates varied across filter features, seeing a report of a 93% general utilization rate of new features validated decisions to enhance the product with robust capabilities because people were using them. This meant that ligible pharmacy members now had the tools and options for better prescription management when they needed them.
I joined the product team as a lead designer and spearheaded collaboration efforts with multiple partners to enhance the MVP after it's release. My core objective was to drive the online pharmacy strategic initiative and elevate the experience in a scalable way for future success.
My two areas of focus:
1. Identify and improve critical usability painpoints
2. Expand product capabilities
As a team, we believed that by empowering members with clearer information and more control, they would get greater satisfaction self-managing their medications, resulting in higher digital engagement and conversion rates, and therefore medication adherence and better healthcare outcomes. This hypothesis guided my decision-making process and served as my baseline principle from start to finish until project delivery.