Improving the way medical cannabis patients fill and store their e-scripts online.
The honahlee team approached me because they were looking to drastically improve the ordering flow of their online pharmacy product, Scripts. Given they are a small team, they launched with an MVP but they were ready to optimise the product experience overall and launch a new feature.
I redesigned the web app’s ordering flow end-to-end and designed new functionality to automatically update and store patients e-scripts.
Challenges
The existing order process caused too many errors
Customers often accidentally used scripts that were expired or out of repeats on their order as there was no way on the platform to sync with the patient’s active scripts.
This was a 3 pronged problem; pharmacies would have to catch issues if the system failed to, patients would have to wait longer for their order or have it cancelled and not know why and this would result in increased customer service inquiries - preventing the honahlee team from being able to put energy into other business activities.
The time to complete an order was too long and had unnecessary, manual steps
Due to the MVP nature of the existing solution there were improvised solutions that worked well enough to launch but were proving unintuitive or annoying to users. A major goal of the redesign was to reduce the order flow to as few clicks/taps as possible to reduce drop off.
The platform wasn’t striking the correct balance of information
On the one hand, first time users were overwhelmed and confused by requirements required by the nature of the products they were ordering (like the prescriber’s authorisation). Actions that could be performed later were preventing them from completing orders.
Meanwhile, useful data that was available wasn’t leveraged to improve the users’ experience (eg. auto lookup of products or more useful sorting and filtering parameters for pharmacies). Likewise, price and availability data could be better surfaced when patients select their pharmacy. This led to missed opportunities to fulfil customer feature requests and provide a better platform than competitors.
Approach
Light on effort
honahlee are a small team so they needed to prioritise the most impactful optimisations. I structured sprints with staged releases so that the most impactful changes and items that had dependencies could go to production first.
Heavy on impact
We agreed on the right things to tackle based on the client’s prioritisation of feedback gathered from their MVP. We targeted:
The issues that most severely impact customer receiving their orders in a timely way and created the most customer support tickets.
Decreasing steps and time overall to complete an order and reduce drop off.
With any remaining resources find low hanging fruit that add value and offer a better experience than competitors.
Solution
New Script Wallet automatically updates a patient’s scripts
Auto syncing - No more manually adding eScript tokens
Tracks repeats and expiry - Preventing delays when the pharmacy processes the order
Easily fills the patient’s script - Online or in person with the QR code
All their scripts in one place - Patients can manage and order in the same place
Faster, easier product selection is a win for customers, pharmacies and honahlee
The system searches a database of products and provides matches to the patient’s script, a vast improvement on the previous solution where patients had to search in a dropdown manually. This was both inconvenient and prone to errors that held up orders.
The new Select Product flow allows patients to more easily add multiple products in one order, and to select the product, size and quantity on one screen instead of 3.
Patients have control over their healthcare with transparency and trust at the forefront
Patients can determine the best pharmacy for them depending on what they value most - be that walking distance pickup, fastest delivery or cheapest price. Transparency on dispatch time, discounts and shipping fosters trust between patients and the platform.
Tom Brown, Co-founder honahlee
“As far as I’m concerned Cait is our forever designer.”
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