The challenge
Faced with an array of complexities, the initiative aimed to overcome the following:
- Legacy systems: Upgrading a functional yet outdated frontend to provide an optimal user experience, while ensuring seamless integration with the backend infrastructure
- Abandonment metrics: Addressing a convoluted checkout process that resulted in high user drop-off rates and lost sales opportunities
- Regulatory compliance: Navigating the stringent regulatory landscape of prescription medicine with precision and due diligence at each design phase
- Mobile-first approach: Responding to the uptrend of mobile usage among clinicians with a design that prioritizes ease of use on mobile devices
My role
As a Lead UX Designer, my contributions were pivotal in steering the project towards its objectives:
- Persona definition: Creating detailed user personas to anchor the design process in empathetic and user-centric practices
- Task models and user journeys: Mapping out comprehensive models and journeys to facilitate a fluid and intuitive user experience
- Information architecture: Architecting a scalable structure to categorise and manage content effectively, enhancing the ease of navigation
- Data visualisation excellence: Implementing high-fidelity visual data representation to aid in finance, orders, and patient management
- UX/UI prototyping: Developing and refining prototypes, ready for rigorous usability testing and stakeholder feedback
- Collaborative strategy: Fostering cross-functional teamwork and aligning UX strategy with business objectives and stakeholder visions
The solution
My comprehensive UX strategy comprised:
- Immersive research: Conducting observational studies to gain deep insights into customer behaviours and needs
- Regulatory collaboration: Partnering with Senior Management and Legal to ensure our solutions adhered to the complex regulations of online medicine distribution
- User-customisable interfaces: Designing a flexible UI that enabled personalised user experiences across diverse clinic operations
- Mobile-first design: Prioritising a mobile-responsive framework that echoed the familiarity and functionality of native applications
The results
The transformative impact of this project was clear and measurable:
- Efficient deployment: Achieving a rapid launch cycle from concept to live deployment within 8 months
- Order surge: Recording a 240% increase in non-repeat POM orders, showcasing enhanced user trust and platform efficiency
- Checkout optimisation: Reducing checkout abandonment by 68%, demonstrating the effectiveness of the user-focused checkout enhancements
