Pharmadoctor
EXPANDING HEALTHCARE THROUGH PHARMACY CLINICS
Overview
PROBLEM
As pressure on frontline NHS services intensifies, Pharmadoctor is helping to turn local pharmacies into alternative clinics for a wide range of healthcare services and treatments through digitalising consultations and services.
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Pharmadoctor has been building out service offerings and running a major refresh of their current dated website. We have focused on getting new services up and running, and updating patient and pharmacy UX and UI.
MY ROLE
I have worked as a mid-weight Product Designer focusing on both UX and UI.
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Working in a team of 3 designers, with a Senior UI Designer, me and a Junior Product Designer. I have been reporting directly to the Director of Product and collaborating with the Head of Technology, Head of Medical, Development and QA teams.
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I have worked on projects where I have both led, and been a part of group initiatives. My role has also included leading projects with a number of clients.
SOLUTION
Our overall solution focused on bringing healthcare closer to patients by putting convenient services back into the community in pharmacies:
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For Pharmacists: showcasing the service proposition and simple 'how it works' guide of each offering. Allowing for a step-by-step journey for sign up and eCommerce for pharmacy services. We allowed for nudges to get pharmacies to update their patient facing information, and promote other Pharmadoctor products.
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For patients: Guiding the user through the process of setting up an account, finding a service and pharmacy, completing an online consultation to finally booking an appointment. We also worked on account management for the user to update their details, preferred pharmacy details and health record history.
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Redesigning the overall look and feel, implementing rebranding strategy, contributing to the set up and implementation of a new design system, working on internal tools for Medical reviews and working with a number of clients and partners to build brand specific solutions.
All projects included the following methods:
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User Interviews both with professional pharmacists, doctors, and general public for patient usability
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Competitive and market research
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Design Iterations and usability testing throughout
DURATION
April 2021 - present | Contract role
IMPACT
Overall impact has been increased traffic to the site, with the improved UX/UI, leading to an increase in overall sales.
One example of impact is a project I led for the sign up journey UX/UI designs allowed for the successful registration of 1,200 pharmacists in just 1 week to the Pharmadoctor Flu eTool Package. In the first 10 weeks, over 25,000 flu jabs were administered using the eTool.
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Pharmadoctor was awarded two prestigious awards in September 2021 for the ground-breaking online consultations software 'eTools' used by thousands of community pharmacists and nurses.
TOOLS
Sketch
Jira
Axure
Zoom
Slack
The Challenge
THE CLIENT
Pharmadoctor is the UK’s leading provider of clinical service packages to pharmacies, supporting more than 12,000 pharmacists nationwide.
With their award winning digital product, Pharmadoctor is able to partner with pharmacies to help provide various health clinics to patients without requiring a GP appointment, expanding healthcare through pharmacies.
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THE OPPORTUNITY
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Maximise conversion of pharmacies and patients
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Improve the onboarding processes for pharmacists for all eTools
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Improve the general UX/UI of the platform
THE PROCESS
1
DISCOVER
Website Evaluation
Competitor Analysis
User Interviews
Workshops
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2
DEFINE
User story setting
Scenario planning
User Flow
3
DEVELOP
Lo-fi wireframes
Mid-fi wireframes
User testing throughout
4
DELIVER
Micro-interactions
Error messaging
Accessibility
Final hi-fi designs
Handover to dev team
Test planning
Solution examples
As Pharmadoctor is used by pharmacists, the information is only suitable for Health Care Professionals as a specific audience. We are unable to share this with the general public. I am happy to explain some of the thought process behind these in person.
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However, below are a few examples of UX/UI improvements made to the patient site, which is in the public domain.
DASHBOARD AND ACCOUNT MANAGEMENT
The dashboard and account management was dated and hard to follow.
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In order to improve the user journey, a complete redesign was implemented.
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The new designs used our new design system using the new Pharmadoctor rebranding, and clear user flows and journeys of our patients to meet their goals.
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The designs were built mobile first and responsive for 3 break points - mobile, tablet and desktop.
Dashboard and account management - before
Dashboard - after
Account management - after
Mobile screens for dashboard and account management
eTOOL ONBOARDING AND ECOMMERCE
Example user flow - simplified for portfolio
Example wireframes
Example UI Designs
Another example project I led and designed end-to-end was working on improving the sign up and purchase journey for pharmacists using Pharmadoctor eTool services.
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In order to purchase or use free services, pharmacists are required to complete a series of steps before accessing the service and providing it to patients
I started requirements gathering by running discovery workshops with business development teams and heads of Product and Medical.
I then completed our own website evaluation on what already existed - hardly anything - competitor research, market research on onboarding and taking into account healthcare professional needs.
I moved from user flows, scenario planning, lo-fi and hi-fi wireframes and tested throughout.
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My testing consisted of a range of pharmacists who currently use Pharmadoctor services, and those new to it.
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Handover and test planning was completed with the dev teams.
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My new designs are now used on every new Pharmadoctor eTool.
We have had successful registration of 1,200 pharmacists in the 1st week for the Flu eTool Package. In the first 10 weeks, over 25,000 flu jabs were administered using the eTool.
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DESIGN SYSTEM
Working with the wider Product Team, we were able to develop and contribute to a new design system, which we leveraged throughout our projects. The Atomic method was used to build this, using atoms, molecules, organisms, templates, and pages concurrently working together. This process helped us build user interfaces by thinking of it as both a cohesive whole and a collection of parts at the same time.
Atomic design system
We streamlined our designs using an 8 pixel grid and 12 column layout for desktop, and 6 column layout for mobile. In order to take into account already stretched development time, we worked closely with the developers to understand what components needed to be kept the same, and which could be updated.
Example 'molecules' used for mobile and desktop for service onboarding
The results
Overall impact has been increased traffic to the site, with the improved UX/UI, leading to an increase in overall sales.
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One example of impact is a project I led for the sign up journey UX designs allowed for the successful registration of 1,200 pharmacists in just 1 week to the Pharmadoctor Flu Package. In the first 10 weeks, over 25,000 flu jabs were administered using the tool.
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Talking a bit more of our awards, our Director of Product commented:
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“Our UX-driven product creation workflow shows that by translating user insight into sound design and solid new technologies, we can create enjoyable and meaningful experiences for both patients and pharmacies.
The learnings and processes we brought in from industry leading businesses, apps and platforms outside of our sector have translated into two new shiny awards and I am incredibly proud of our team’s achievement”.
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- J Mora, Pharmadoctor's Director of Product
You can check out Pharmadoctor.co.uk to see more.
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