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An over-the-counter (OTC) minimum viable product was delivered to impact millions of members to order health products without the process and need for a prescription. The effort expanded the pharmacy's digital capabilities, generating a new line of revenue and competitive edge for it's home delivery business. More importantly, it enabled people to access and engage with essential health products, promoting proactive healthcare management. This initiative laid the foundation to scale the product across digital channels to reach and impact tens of millions of more people in a future iterations, contributing to better health outcomes.
The digital pharmacy lacked an online service that could give members opportunities to explore and purchase health products without the delay and intervention from a prescriber or requirements of a prescription. Meanwhile, big brand competitors were way ahead with digital innovation offering such products and services. It was time for the business to keep up with the market and bridge those areas of opportunities by expanding digital access for members to shop for OTC products.
My challenge was to conceptualize, from start to finish, a product experience that would include ~40 products under 5 categories, enabling members to easily discover, explore, and purchase items.
How might we design a product experience that enables members to intuitively navigate and shop for non-prescription health items across the digital pharmacy platform and enable the product to successfully scale over time?
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The solution involved laying the groundwork and foundation of an online shopping experience and integrating it into existing digital services and core product flow touchpoints. The key to success was prioritizing the following design goals and research-informed intentions that would ensure an impactful user-centered experience, leading to product stability and success over time.
1. Discoverability to promote exploration and engagement
2. Familiarity of e-commerce patterns to enable effortless user navigation
3. Scalability for future product expansion
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New digital capabilities with the OTC product effort helped the business forecast and generate +5% new sales, plus keep up with competitors in the market. Not only that, it filled a gap in its long existing healthcare delivery service by finally providing people a way to digitally access, discover, explore, and engage with every day commercial health items that can meet their needs without having to visit a physical storefront or the time consuming process and need for a prescription from a doctor.
The product set new expectations for members across digital channels, enabling them to be proactive with their healthcare management unlike before. Plus, it meant that millions of people, especially those in remote or underserved areas, now had more options to better care and health management.
As lead designer, I focused on creating an experience that would enable members to intuitively and conveniently discover and navigate to place an order for an over-the-counter item. I collaborated with cross-discipline teams and stakeholders to shape the product vision and goals by identifying areas of opportunities and impacts across a breadth and depth of existing services to ensure future state product success. I conceptualized, crafted, and delivered the end-to-end shopping experience that aligned with business objectives and ensured solutions met user needs and mental models around online shopping.