Pharmacy Customer Medication Management App Case Study
Overview:
Maxor, a leading pharmacy logistics and operations provider, sought to enhance its medication management experience for regional independent pharmacy organizations. Their existing app and website suffered from usability issues and lacked critical features, hindering patient engagement and impacting client satisfaction.
Challenge & Opportunity:
Maxor's previous medication management app and companion website struggled to meet the needs of both pharmacy clients and their patients. User feedback highlighted several key pain points:
Complex Refill Process: Patients found the multi-step refill process confusing and time-consuming, leading to a 30% abandonment rate during refills (based on internal analytics).
Lack of Key Features: Essential features like prescription transfer and direct communication with pharmacists were missing, limiting the app's utility.
Outdated Interface: The app's design was outdated and inconsistent, creating a frustrating user experience and damaging Maxor's brand image.
Limited Client Customization: The existing platform offered minimal customization options, making it difficult for pharmacy clients to tailor the experience to their specific needs and branding.
These issues resulted in increased customer service calls, decreased prescription refills, and negative feedback from pharmacy clients, impacting Maxor's revenue and reputation. The opportunity was to create a user-centered medication management app that addressed these pain points, improved patient engagement, and empowered pharmacy clients.
Objective & Solution:
The primary objective was to design and develop a completely new, intuitive, and customizable medication management app. This involved:
User-Centered Research: We conducted user interviews with 20 patients and 15 pharmacy staff members to understand their needs and pain points. We also performed a competitive analysis of existing pharmacy apps to identify best practices and areas for differentiation.
Key Insights: Our research revealed that patients prioritized ease of use, quick refills, and direct communication with their pharmacist. Pharmacy staff emphasized the need for a platform that integrated seamlessly with their existing systems and allowed for customization.
Design Solution: Based on these insights, we designed a user-friendly app with the following key features:
Guest and Member States: Allowing users to access a limited set of core management features, or be authenticated for a full suite of features and functionality
Extensible Refill Features: A flexible refill process allowing patients to quickly order refills for single or multiple medications across their account and family members at the same time.
In-App Messaging: Secure messaging functionality enabling direct communication between patients and pharmacists for questions and support.
Prescription Transfer: A streamlined process for transferring prescriptions from other pharmacies.
Customizable Interface: A flexible design system with white-labeling capabilities, empowering pharmacy clients to tailor the app's branding and features to their specific requirements. This involved creating a component library in Figma to ensure consistency and scalability.
Development: We collaborated closely with the development team throughout the process to ensure the design was implemented effectively.
Results:
The redesigned app achieved significant improvements in key performance indicators within the first 6 month trial release.
Increased Sign-Up Rate: The sign-up rate increased by 70%, from approximately 10% to 80%.
Improved User Engagement: Approximately 50% of registered users actively engaged with the app on a monthly basis, exceeding our initial target of 30%.
Reduced Customer Service Calls: This increased engagement translated to about 35% reduction in customer service calls related to prescription refills.
Increased Prescription Refill Rates: We observed approximately 25% increase in overall prescription refill rates.
Positive Client Feedback: Maxor secured their partnerships with three top-tier regional pharmacy clients who fully customized the app to meet their users' needs and business objectives. Client feedback has been overwhelmingly positive, with many praising the app's ease of use and customization options.
My Role:
As the Principal Experience Architect, I led the UX strategy, architecture, and design of the patient-facing experience. I collaborated closely with the product owner throughout the research, insight generation, strategy development, and product roadmap creation. I also managed a UI designer to develop the flexible and customizable interface approach. My focus on user-centered design and data-driven decision-making directly contributed to the app's success in improving patient engagement, reducing customer service costs, and driving business growth for Maxor and its clients.
