Well Services

UX/UI Design

Improving product comparison experience in digital healthcare

Year:

2023

Timeframe:

3 weeks

Tools:

Figma, Amplitude, GA

Category:

UX design

Well is the third biggest pharmacy chain in the UK that offers a wide range of digital health services and medication products. In 2023 I worked with them as product designer owning from end-to-end the digital health services, improving iteratively the user interface and experience for mobile and web. This project briefly showcase a MVP challenge during the product comparison journey.

Problem

Analysis of data showed a consecutively large number of customers dropping-off during the UX flow for the sexual health prescription services. My assumptions were that due to the lack of clarity in the UI design, dense layout, and high UX cognitive demand specially in the product comparison component, customers were abandoning the flow, leading to drop of prescriptions sign-up, customer's insatisfaction and services reputation.

Solution

Before starting, I gathered insights and iterate with variations through usability studies and A/B tests along with collaboration of UX content and researchers. I redesigned the UI of key elements in components, re-structuring a clear design layout, simplifying steps in the flow and boosting the visual accessibility for colour and text. New design showed evidence of acceleration in tasks completion, reduction of drop-off rates and unload of cognitive effort. An effective and user-friendly design that ensured a smooth experience, while interactive features encourage users to engage and continue until the end of the process, solving the initial problem of design and usability.