Pharmacy2U
Website redesign and product growth
What is Pharmacy2U
Pharmacy2U introduced the first pilots to trial the electronic transfer of prescriptions, which went live in June 2002. With electronic transfer of prescriptions, patients could request prescriptions electronically, and receive their medication by a postal delivery rather than picking it up in person.
After a few setbacks due to legal requirements and patient data concerns by the British Medical Association, Pharmacy2U broke through the noise successfully, by becoming the go to repeat prescription service that was fully digital and would allow patients to receive their medication via post without having to endure long waiting times in local surgeries around the UK.
User experience upgrade
With the success of their business, Pharmacy2U quickly realised that focusing on their patients and customers needs online would be crucial to their future and growth.
Adding to the repeat prescription service, P2U was now also an online pharmacy platform that would provide non-prescription medication from the comfort of anyone’s home. This meant the digital presence and online experience would need to be optimised and focused on user needs.
Product discovery & prescriptions
Even though the breakthrough service of online prescriptions was fully implemented, the user journeys that were critical for P2U’s core business where still confusing and inefficient.
The simplification and optimisation of the website’s navigation was a top priority. The other equally important goal with this redesign, was to clearly differentiate the types of users that would login to the platform, as standard online customers and repeat prescription patients.
I worked on reshaping the navigation items into a much simpler level 1 split. The top level navigation was reduced to only 4 main journeys, focusing the customer’s attention only on the critical paths needed to achieve the main goals identified on client workshops and user research sessions.
This allowed customers to register for repeat prescriptions quicker, building an unprecedented trust in such a service. It also made it possible for generic visitors to browse through products, complete purchases and even book video consultations with their doctor’s through the platform.
Mobile experience
One of the main insights I got from the user testing sessions was the pain points users highlighted on their mobile experience.
The constant increase of traffic through mobile devices that was consistently increasing YoY, made me think how I could improve the experience on the platform but also, how I could design components that would simplify the rapid iteration and deployment of changes based on periodic data analysis and AB testing.
After some debates with the P2U business team, I was able to create a new set of components that would simplify, not only the frontend experience but also the quick turnaround of development implementations.
How was I involved?
The Pharmacy2U project was an amazing one, where I was able to work with different teams within the client structure - leadership; product; tech - and where I was able to positively impact the information architecture restructure, to optimise data collection, data insight and enhancement initiatives.
Over the first 3 months after deployment, I saw Pharmacy2U login and registration completion rate go up by 22% and an increase of online purchases by 12%.
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I was able to achieve the main objective of this project, which was to create and/or optimise critical user journeys that would allow customers to complete goals easier and quicker.
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After some workshops with the Pharmacy2U leadership and product teams and through user testing sessions and interviews with P2U customers, I was able to make a highly informed decision on how to design a new information architecture scheme that would prioritise service and functionality for customers.
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The work done by reorganising the IA on the platform, allowed us to align with the data analysis team to provide a more structured data pool, more streamlined with fewer journeys and more defined user goals.