Case study · MedAvail / SpotRx Pharmacy

A pharmacy app for late adopters

SpotRx was moving from early adopters to older patients. I led the research, the UX audit, the redesign, and the new brand test. Refills went from 9 clicks to 3.

My role
Senior product designer and researcher
Team
Product, engineering, pharmacy, marketing, executive team
Tools
Sketch, InVision
Company
MedAvail Technologies / SpotRx

SpotRx needed its pharmacy app to work for a new group of patients: older, and less used to high-tech tools. The app had new friction points for them, engagement and conversion were weak, and a new brand arrived at the same time. I also helped link the app to a prescription pickup kiosk.

The problem

  • SpotRx was moving from early adopters to an older customer base.
  • The app had new friction points for these patients.
  • Engagement and conversion were weak.
  • A new brand arrived at the same time.

Business goals

  • Reduce churn and increase revenue.
  • Reduce delivery costs and drive kiosk utilization.
  • Reduce pharmacy phone calls.
Circular user journey map with stages from Curious to Committing, with the questions and tasks at each stage
User journey map for the pharmacy app.

My scope

  • Analytics review and usability testing.
  • Stakeholder presentations.
  • Wireframing, UI design, and prototyping.
  • Developer handoff.
  • Marketing rebrand work.

Approach

  • Research. Learn why this audience used a pharmacy app and what tasks they needed to finish.
  • Audit. Find the friction in the existing app.
  • Redesign. Build new flows and screens.
  • Test. Test the new flows and the new branding with users.
  • Hand off. Work with developers to ship the design.
Yellow sticky notes on a wall, each with one app menu item written by hand
Menu items written on sticky notes during research.
Two phone screens side by side. The current app lists active prescriptions with barcode buttons. The proposed home screen shows a Refill All Rx's button and a medicine cabinet.
Before and after: the current prescription list and the proposed refill home screen.
Three phones showing the SpotRx splash screen, the home screen, and the prescriptions list
Redesigned app screens: splash, home, and prescriptions.

Results

9 → 3

clicks to refill a prescription

App + kiosk

one connected pickup experience

New brand

tested with the audience it had to win

Clicks to refill a prescription

Before redesign9
After redesign3
Bar length is scaled to 9 clicks.
Prescription pickup kiosk with a touch screen and a card slot
The prescription pickup kiosk linked to the app.

The app in context

Many phones in a scattered layout showing SpotRx screens: sign in, home, refills, chat, and delivery
The app across its main screens.
A single phone floating at an angle, showing the SpotRx home screen with a red refill button
The redesigned home screen.

Reflection

I am most proud of building my UX research skills on this project, and of the refill change. Cutting 9 clicks to 3 is the kind of fix every user feels on day one.