Case Study
RxLocal
In Brief
RxLocal is a sub brand of PioneerRx Pharmacy Software. While working with PioneerRx, they were in desperate need of brand refocus and refresh. Organic app adoption was very poor and PioneerRx has big dreams for RxLocal becoming a franchise. This inspired the refresh the brand in order to create a customer-centered experience to messaging, design, and help position the brand for franchising.
The Challenge
Poor UX & UI
RxLocal suffers from a confusing and complicated interface. Many options are buried in hamburger menu requiring extra clicks.
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Old Looking
Existing app looks old and not competitive with big chain offerings. User interface doesn‘t match the new refreshed RxLocal brand.
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Brand Refresh
Create a design system that better utilizes color, iconography, without making RxLocal look unrecognizable.
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Concerns with Previous Interface
- Multiple tasks have unnecessary clicks
- Limited color palette inhibits contrast
- Hidden buttons below the fold without scroll indicators
- Important info missing from hamburger menu.
Poor UX
Calling the pharmacy
- Calling pharmacy takes 3 clicks to complete.
- Button to get to pharmacy info doesn't indicate multiple function levels.
- Open now indicator isn't overly helpful without store hours.
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Old UI
Low contrast & old UI
- Limited color palette and contrast levels make key information hard to read.
- Very thin typography inhibits legibility.
- List views do not have enough visual contrast and some font sizes are too small.
Brand Refresh
Desperate need for a refresh
- While a teal and red color palette can communicate medical, it also communicates old.
- Brand needs to be less medical and more approachable.
- RxLocal is looking to better differentiate it as a franchise.
The Goal
Improve the User Experience and retention by uncovering user pain points within the app, keeping in mind the cost of developing new features.
Fewer Clicks
With a simplified card style user are able to start all desired tasks within 1 - 2 clicks.
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Modern Look
New colors, card style, iconography, and updated branding will communicate a more up-to-date feel.
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Easier to Use
Introduce new card style and create new UI that is easier to use but has similar user flows.
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Design Principals
- Aesthetic-Usability Effect
Users often perceive aesthetically pleasing design as more usable.
- Law of Common Region
Elements tend to be perceived into groups if they are sharing an area with a clearly defined boundary.
- Uniform Connectedness
Elements that are visually connected are perceived as more related than elements with no connection.
The Users
Who Uses the app?
In this COVID world it has become abundantly clear that technology is the only thing that is going to keep you in business. Seniors have embraced technology to book virtual visits with their doctors to now getting pharmacy care online. The older than 50 user is the largest users followed by mothers and caretakers.
1. Older than 50
These users are managing chronic conditions, have poorer eyesight, and are devices apprehensive.
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2. Mothers
Cares for multiple members of their family and benefits from asynchronous communication with pharmacy.
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3. Caretakers
Helps their patients manage their prescriptions and helps set up reminders to increase adherence.
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Features important to users
Below are the most important features for users and must be included in the prototype.
The Process
01
Research
- Market Research
- Competitive Analysis
- Personas
- User Interviews
02
Strategy
- How-Might-We Questions
- Product Goals
- Product Roadmap
- Sitemap
03
Design
Task / User Flows
Wireframes
Branding
Responsive UI
Wireframes
Branding
Responsive UI
04
Prototyping
High-Fidelity Prototype
Usability Testing
Usability Testing
User Flows
Here is the basic user flow for the RxLocal prototype.
Sketching & Ideation
Here we were able to create a simple functioning UI while still offering a significant amount of information and functionality.
Low Fidelity Wireframes
Here we were able to create a simple functioning UI while still offering a significant amount of information and functionality.
High-Fidelity
Here is where the brand helps the prototype really come to life. The vibrant and friendly color scheme helps the user understand what part of the app they using.
In Conclusion
Simpler, Modern, Increased Legibility, & Fewer Clicks
We were able to solve every pain point users expressed by users. With this beautiful vibrant design, users will be able to have increased functionality and features. Pharmacies that provide RxLocal as their pharmacy‘s app, now have an option that competes with the big box offerings.
Fewer Clicks
With a simplified card style user are able to start all desired tasks within 1 - 2 clicks.
Explore
Modern Look
New colors, card style, iconography, and updated branding will communicate a more modern feel
Explore
Easier to Use
Introduced new card style and created new UI that is easier to use but has similar user flows
Explore
Improved ux
Calling the pharmacy
- Calling pharmacy takes 2 clicks to complete
- More button is a better indicator of function and depth of information.
- Open now indicator now is paired with easy access to popup store hours button
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New UI
Stronger contrast & and modern feel
- Color palette is much more flexible and enhances the user experience by making UI easier to use
- Thicker font choices make text easier to read for all users
- New card style helps create visual separation and hierarchy
Brand Refresh
New look is more flexible and modern
- Rounded typography, emphasis on the X, colors compliment the teal integrate seamlessly
- Brand is now less medical and more approachable
- The brand colors and color theory is used everywhere the customer interacts with the brand
