Redesigning the online pharmacy
Client: Apotek1
Jan 2023 - Jun 2024
Apotek 1 leads the pharmacy market in Norway, but faces increasing online competition. The pharmacy aimed to apply design thinking principles to develop new online value propositions. We embarked on an innovation journey to provide new and valuable services for prescription drug customers. Through research, user involvement, cross-departmental collaboration, and thorough testing, we introduced a user centered service strategy and innovative solutions such as online guidance and subscription services.
The challenge
Winning the prescription drug customer with the best user experience
Despite Apotek 1 leading in physical stores and market share in Norway, the rise of online competitors prompted the need for innovation. The goal was to create a more comprehensive prescription drug purchasing experience and establish new, valuable health services using design thinking. This increased competition served as a catalyst for Apotek 1 to differentiate themselves through the implementation of design methodology as a crucial toolbox for the organization.
Workshop facilitations
User testing during research phase
Research across departments
Learning about packing and shipping
Approach
Putting the medicine user in the center
We interviewed users with varying lifestyles and health conditions, performed workshops with internal experts and visited various departments. This helped us define and understand our target group: customers dealing with chronic lifestyle diseases. We formulated a service strategy, improving the user journey spanning from pre-prescription stages to ensuring long-term adherence. In the months after, we designed, tested and developed concepts through low and high fidelity prototyping.
Mapping out the user journey of the selected target groups
Service strategy and future user journey
Guerilla testing of concepts in the public library
Testing physical products in connection with the digital service
Early stage concepts
Making the designs ready for development
Outcome
An improved purchase experience and innovative health services
Within a year, we have improved the purchasing experience and leveraged research findings and strategic insights to implement innovative concepts. This includes simplified subscription choices, the option to book digital consultations with pharmacists, and instructional videos for proper medication usage and effective treatments.
Screens from the RX flow before
Screens from the RX flow after
New design for the purchase flow for prescription drugs online
Design of physical touchpoints for help and advice
Impact
A mindset shift and competitive advantage
My colleagues and I sparked a mindset shift in the pharmacy's digital department. Embracing a user-centric approach, they now prioritize understanding and meeting user needs. This project empowers Apotek 1 to stay competitive, differentiate in a growing market, and improve overall customer satisfaction and loyalty. Committed to continuous innovation, they're positioning themselves as pioneers, offering comprehensive health services to medicine users.
A service emphasising guidance from experts
Contribution
My contribution and responsibilities
“As the UX/UI designer in the project, Adelin played a pivotal role in driving innovation and enhancing the user experience. From conducting user research to prototyping and testing, his contributions ensured that the designs addressed user needs effectively. The visually appealing and intuitive interfaces Adelin crafted enriched the purchasing journey, earning positive feedback from users. His dedication to continuous improvement and collaboration with cross-functional teams proved instrumental in transforming Apotek 1 into a holistic health service provider.”
Leading user interviews and analysing insights
Facilitating ideation workshops with stakeholders
Concept creation and development
Detailed UI and visual design
Testing and feedback from users
Documentation and specification for development
Reflections
Integrating design thinking as a tool for innovation
Being part of the team pioneering design thinking at Apotek 1 was personally rewarding. Introducing design thinking as an innovation tool generated enthusiasm in other company departments, emphasizing the value of user-centric approaches. The journey highlighted the immense potential for design to bridge communication gaps in the expansive organization. While progress has been made, the large size of Apotek 1 indicates a continued need for fostering collaborative design practices across departments.