Optimising Pharmacy Prescription Flow
Optimising Pharmacy Prescription Flow
Jan 2024
Jan 2024
Impact
Impact
Conversion % increase: 0.5pp
Decrease in order cancellation: 4%
Conversion % increase: 0.5pp
Decrease in order cancellation: 4%
Team
Team
PM - Vaibhav Chawala
PD- Akshay Mehta
Research - Supriya
Role
Role
Product Design Lead: Prototyping, User Flows, Product Strategy, visual design
Product Design Lead: Prototyping, User Flows, Product Strategy, visual design
Objective 🎯
Objective 🎯
As part of an ideal check exercise, we aimed to optimize our prescription (RX) flow to increase the conversion rate.
A basic understanding of ideal checkout
To assess how well our pharmacy checkout flow meets user expectations and, based on observations, to restructure the checkout flow experience architecturally and visually.
What is RX flow?
When a user purchases any prescribed medicine, they need to upload a prescription (Rx) before placing the order.
What if a user doesn’t have a prescription?
We allow our users to consult with one of our doctors for free, which we call e-consult. The doctor will then prescribe the necessary medicine and provide a prescription.
As part of an ideal check exercise, we aimed to optimize our prescription (RX) flow to increase the conversion rate.
A basic understanding of ideal checkout
To assess how well our pharmacy checkout flow meets user expectations and, based on observations, to restructure the checkout flow experience architecturally and visually.
What is RX flow?
When a user purchases any prescribed medicine, they need to upload a prescription (Rx) before placing the order.
What if a user doesn’t have a prescription?
We allow our users to consult with one of our doctors for free, which we call e-consult. The doctor will then prescribe the necessary medicine and provide a prescription.
Before proceeding with the problem, let's review how our RX flow page looks so you can understand the sections we are referring to.
How We Approached the Problem ?🤔
How We Approached the Problem ?🤔
First, we analysed all available data from the past 15 days.
Here are the key insights
Increasing complexity to capture explicit consent (e.g., introducing an invoice sub-flow bottom sheet) increases drop-offs.
The interaction pattern of new and repeat users with the Rx page differs only marginally (although the difference increases substantially in subsequent steps).
This drop-off is ~1 percentage point higher for new users compared to repeat users.
Increasing complexity to capture explicit consent (e.g., introducing an invoice sub-flow bottom sheet) increases drop-offs.
The interaction pattern of new and repeat users with the Rx page differs only marginally (although the difference increases substantially in subsequent steps).
This drop-off is ~1 percentage point higher for new users compared to repeat users.
User Segmentation for better understanding
Hypotheses 🤔
Hypotheses 🤔
The need for a prescription and its impact on orders is not prominently displayed.
The need for a prescription and its impact on orders is not prominently displayed.
Lack of awareness that medicines are Rx and require a prescription before adding to the cart.
Lack of awareness that medicines are Rx and require a prescription before adding to the cart.
Clarity regarding what a prescription entails is lacking.
Clarity regarding what a prescription entails is lacking.
Excessive permission requests (e.g., access to gallery) during photo uploads.
Excessive permission requests (e.g., access to gallery) during photo uploads.
Important information such as which medicines require prescriptions is not upfront.
Important information such as which medicines require prescriptions is not upfront.
Too much hidden information
Too much hidden information
Uploading via gallery leads to confusion with files and other unfamiliar options.
Uploading via gallery leads to confusion with files and other unfamiliar options.
The timing for e-consult is unclear.
The timing for e-consult is unclear.
User interview 👨🏻
User interview 👨🏻
Now that we have data and initial hypotheses, what's next?
We reached out to some users to comprehensively list problems and UX issues for validation with the data and to create a holistic view for all 1mg users.
I won't delve deeply into the research but will provide insights into what we discovered during interviews and task performance. Based on the tasks, we had specific questions for users.
Now that we have data and initial hypotheses, what's next?
We reached out to some users to comprehensively list problems and UX issues for validation with the data and to create a holistic view for all 1mg users.
I won't delve deeply into the research but will provide insights into what we discovered during interviews and task performance. Based on the tasks, we had specific questions for users.
Insights
Users are not prepared or aware that the medicines they add to the cart are Rx medicines and that they will need to upload a prescription.
Users are not prepared or aware that the medicines they add to the cart are Rx medicines and that they will need to upload a prescription.
Providing information about both options is overwhelming as users will choose only one.
Providing information about both options is overwhelming as users will choose only one.
Information provided about the options is unclear and insufficient, making it difficult for users to understand them.
Information provided about the options is unclear and insufficient, making it difficult for users to understand them.
Additional clicks to access important information increase cognitive load.
Additional clicks to access important information increase cognitive load.
There's no option to book e-consult when ordering for someone else.
There's no option to book e-consult when ordering for someone else.
Hierarchy in information provided on the page is lacking.
Hierarchy in information provided on the page is lacking.
After user research, we attempted to place orders with different competitors to see how they address these problems.
After user research, we attempted to place orders with different competitors to see how they address these problems.
From the competitor analysis, we found that Flipkart Health addresses point number 3 to some extent, but we aim to make it even easier for users.
From the competitor analysis, we found that Flipkart Health addresses point number 3 to some extent, but we aim to make it even easier for users.
New RX flow 🆕
New RX flow 🆕
After collecting all the insights, we sat together can plotted a new architure for the RX flow.
After collecting all the insights, we sat together can plotted a new architure for the RX flow.
We tried to move all the pages to a bottom sheet. In the past, we learned that moving a page to a bottom sheet reduces drop-offs (perceived feeling of reduced steps). We provided clear communication about which medicines require a prescription and why a prescription is necessary to purchase a medicine.
Providing an entry point for their actions also reduces what needs to be shown to the user and what doesn't. Previously, users were presented with both options: uploading a prescription and opting for e-consult. As we observed from the data, ~3 pp of users try out both options.
We tried to move all the pages to a bottom sheet. In the past, we learned that moving a page to a bottom sheet reduces drop-offs (perceived feeling of reduced steps). We provided clear communication about which medicines require a prescription and why a prescription is necessary to purchase a medicine.
Providing an entry point for their actions also reduces what needs to be shown to the user and what doesn't. Previously, users were presented with both options: uploading a prescription and opting for e-consult. As we observed from the data, ~3 pp of users try out both options.
Previously, the upload prescription options were one level deep, which we brought upfront to establish better context for the user on what to do here.
Previously, the upload prescription options were one level deep, which we brought upfront to establish better context for the user on what to do here.
We discovered that new users have many queries related to e-consults, mainly about whether e-consults are free, when they will receive the call, and who will attach their prescription. We attempted to address all of these issues and simplify them by using better copy than before.
We discovered that new users have many queries related to e-consults, mainly about whether e-consults are free, when they will receive the call, and who will attach their prescription. We attempted to address all of these issues and simplify them by using better copy than before.
Impact ❇️
Impact ❇️
Apart from above impact, we also got that 2% of daily prescription order tried placing order using prescription, thus they are not opting for e-consult, hence we saved e-consult costing per user.
Apart from above impact, we also got that 2% of daily prescription order tried placing order using prescription, thus they are not opting for e-consult, hence we saved e-consult costing per user.