Setting a long-term
UX Strategy

Famedic, an online pharmaceutical store is a platform that is being built with long-term expansion in mind. During this initial business phase, investing in a solid, long-term UX strategy was key. 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 very beginning.

According to the Nielsen-Norman group (I highly recommend anyone read their latest article here), there are three key components in UX Strategy. I used these core elements to quickly synthesize the already available research (made by the internal team) and propose a design plan with guidelines and handoffs that can improve the project’s focus for approximately five years (in the UX / UI department).

Vision

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

Goals (Customers and Measures)

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 (Solution Agnostic):

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

Hypothesis and OKRs

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.
  

Plan

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

Execution - High Fidelity Wireframes