Famedic

Setting a long-term UX Strategy

Setting the foundations of an online pharmaceutical store.

Product Strategy
UI Design
UX Research

Written by

Luis Angel Gonzalez

Published

24 Nov 2022

Famedic, an online pharmaceutical store is a platform that is being built with long-term expansion in mind. Investing in a solid, long-term UX strategy was key during this initial business phase. It allowed us to build a user-centric solution to set prioritizations quickly. Communicating these needs to the management, design, and engineering teams was vital, as we focused on a hypothesis-driven product development to set priorities from the beginning.

Problem and Goals

These are the elements on which the design principles will be based:

  • Vision (Why?): To improve people’s health & wellness to have prosperous lives
  • Mission (How?): Efficiently and reliably deliver quality health & wellness products
  • Core value listing: Accountability / Quality / Promise to customer / Honesty
  • Value proposition: Digital Experience / Programmed Deliveries / No Shipping Costs / 24-7 service

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With clear customer segmentation, we are answering one of the most important questions: who are we building for? Said segments are worked as proto-personas (with business assumptions) that will evolve based on qualitative and quantitative data gathered through the project’s lifespan.

Jobs-to-be-Done:

  • For Helena: Ensure medical prescription availability for medical treatment.
  • For Roberto: Provide quality medical products to his children.

Research Insights

Hypothesis-Driven Product Development:

  • We believe that customers get irrelevant product recommendations based entirely on marketing and not on their needs (in website homes, socials, emails, etc.). Adding tailored recommendations inside their feeds will allow them to quickly find their prescriptions, leading to an increase in purchase completion.
  • We believe that the inclusion of a dashboard with programmed deliveries and shipping details will increase purchase completion. This will solve frustrations such as ads on irrelevant products and manual shopping issues.

OKRs (Objective Key Results)

  • 30% of customers (that purchase the same products in the same month) onboarded to the programmed deliveries feature
  • 40% of purchase completion and account registration on existing carts with products.

Ideation and Possible Solutions

This is the five-step plan that was made to guide the project (UX/UI) based on synthesized information:

  • Create a flexible system that allows users to sign up only if needed
  • Build an effective, modular, and tailored information architecture (IA) to allow customers to easily find their favorite products
  • Carefully reduce registration input fields to lower friction with our customers
  • Automatically and easily recall users on their medical prescription needs inside their feed
  • Transparently notify and showcase any service and product fee

Results and Impact

The implementation of tailored recommendations and a comprehensive dashboard on Famedic aims primarily to improve the following aspects of the product:

  • Increase purchase completions and account registrations
  • Have repeat customers now utilize the programmed deliveries feature (and present this option to them directly in the homepage)
  • Reduce customer frustrations related to irrelevant ads and manual shopping processes

Overall, these UX/UI improvements have transformed Famedic into a user-centric platform that effectively addresses our proto-personas needs to boost the engagement of real users through a modular platform.