Building a White label app for scale - increasing Guest Refill at the pharmacy
Connecting people to their prescriptions - Pharmacy app for grocery stores with ShopKo as the branded example
Goals, Roles & Resposibilities
Goals
Design a simple refill experience using a pharmacy app for grocery store chains like - example shown is ShopKo
Scale the design to serve as a white label framework with same base code to support the agencies ability to brand each app for their clients
Roles & Resposibilities
Lead UX designer - Wires, visuals and assets for production
Collaboration and partnership with an external agency specializing in grocery store apps
What the problem was
The current experience required that customers have a store logged in with their user account however it wasn’t clear to the users how to set their store in order to refill their Rx. This was discovered as a major pain point both for customers and for the business. Through analytics tracking, refill was called out as an action with a higher drop off rate and customer support was having to help customers resolve the issue. This resulted in low numbers of customer satisfaction challenges with customer service and businesses spending excess on call volumes.
Requirments
Build a new guest flow for Rx refills at the grocery store
Homescreen redesign with more opportunity to get customers to easily refill their Rx
layouts for clients
● Unclear navigation
● Ads either take up the
main screen or there are
many icons present
● Refill is difficult to find
What if it were simplified
Improve the home screen experience overall with improved wayfinding and organization
● Make refill easier to access
● Create navigation to hide
settings, account etc.
● Provide space for store ads special offers etc.
Redesign for homepage and navigation anatomy to use for while labeling an agency app
Refill experience 1st time - In order to refill a prescription the user MUST have a store located to refill their Rx. Rather than having to do this every time new functionality was designed to favorite the store for quick refills.
Refill experience 2nd time - The process removes up to four screens because the store is favorited. Finding a store is no longer a necessary part of refilling Rx as a guest.
The results
Improvements to the home screen and favoriting a store allowed customers to refill their pharmacy prescriptions easily and less calls to the call center were made regarding refilling Rx.
Customers were able to easily refill via the app in a round of testing. This enhanced design also served as a new selling opportunity for the agency when attracting new clients and saved the company countless hours for developing custom code because now they could use one codebase to white label.