Home delivery was the digital pharmacy's core service, and it had been for as long as the business started. It was a service and system that was well-established, allowing existing members to effectively order and manage their prescriptions. However, there was a gap. The option to order non-prescription health products or over-the-counter (OTC) products for home delivery was non-existing, prolonging a gap for people to fall through.
"I signed into my account. I got to view my scripts, however I wanted to check what was available for OTC items through the website. I could not see where to go from here."
Typically, in a retail setting, prescriptions are checked out at a counter with a pharmacist or technician. Nearby are aisles and shelves that offer OTC products like pain relief, allergy and cold medicine. And while competitors and popular online stores had a digital equivalent of this experience, our enterprise pharmacy focused solely on prescriptions. To close the gap and reach market parity, the business committed to a patient-first investment that aimed to expand digital access to OTCs.
As lead designer, my role entailed driving the new end-to-end minimum viable experience that would allow members to browse and purchase 40 products across five categories for home delivery. With no dedicated funding for research, I leveraged other tools and methods that could inform my design strategy to ensure delivering effective solutions. My plan included reviewing competitors to identify common patterns, setting clear design goals based on analysis, socializing a flexible UX vision through visual concepts and flows, and collaborating closely with cross-functional partners through weekly design reviews to align on what we'd introduce and deliver to 6 million initial users.
My design process was guided by three key goals and questions from start to finish, leveraging online shopping conventions that have highly likely set customer mental models.
Exploring patterns and possibilities led me to define and socialize the key product touchpoints that would become the scalable building blocks of the digital OTC experience. It would be a new flow, integrated into the existing digital pharmacy service enabling people to order prescriptions and over-the-counter products together.
"Congratulations and thank you for being an integral part in an outstanding execution and successful launch of the new Over-the-Counter (OTC) program! Your hard work and exceptional collaboration made this achievement possible. This initiative represents a significant step forward in expanding our capabilities and bringing value to our members. This achievement is a testament to what we can do together and sets a foundation for continued innovation and impact. Thank you!"