DROGA
RAIA
UX/UI DESIGN
Prototype
Information Archtecture
Benchmarking
Research
Enhance the app experience, booster engagement, and increase app usage by shifting purchases from physical stores to the app
With the pandemic, the pharmaceutical industry has become more prominent in the lives of Brazilian customers, who are now more health-conscious and increasingly using e-commerce services. Leading pharmacies are seeing a rise in app downloads, correlating with higher revenues. In this study case, my role was to analyze user pain points, develop solutions, and implement them to enhance app usability in an app that I was dissatisfied with.
Applied the Double Diamond to fully explore user issues and deliver focused solutions, from discovery to delivery.
Strategy
Customer Insights
Analyzed user feedback from the Play Store, conducted surveys to identify key pain points and needs and created personas.
Competitor Benchmarking
Studied top-performing pharmacy apps and their user feedbacks to identify gaps and opportunities for improvement.
Feature Prioritization
Prioritized real-time order tracking, streamlined payment processes, and the addition of a pharmacist consultation feature.
User Flow Optimization
Redesigned the app’s navigation to simplify product searches and shorten the path to purchase.
Prototyping & Testing
Developed and tested low-fidelity wireframes, iterating based on user feedback and testing results.
Fast Deliveries via App: Users frequently cited delivery time as a major issue. A real-time order tracking system, similar to iFood’s, was suggested. Apps like Drogaria Pague Menos offer fast deliveries.
Pharmacist Consultation: This feature was commonly highlighted in reports. The Pague Menos app provides teleconsultations with various professionals, including pharmacists during business hours.
Real-Time Order Tracking: Users feel insecure without real-time updates on their order status and delivery progress.
Purchase of Non-Medicinal Products: Users also buy other items beyond medications.
Payment Flexibility: Users desire payment options such as boleto and debit cards.
Data Correction Frustrations: Users are frustrated if they need to correct card or form data and have to re-enter all information.
Detailed Filters for Medicines: Users want more detailed filters for medicines, such as tablets, drops, ointments.
Frustration with Repetitive Data Entry, Registration, and Payment:
Users expressed frustration with having to re-enter all information when correcting card or form data, as well as with the lengthy and repetitive data entry process in registration and payment.
Information Architecture Drafts: Analyzed the Droga Raia app and four competitors to identify navigation issues and improve product categorization and user experience.
Analyzing UX/UI and feedbacks
Pague Menos App
• Bugs, slow performance, crashes, and development errors.
• Payment errors.
• Order cancellation via email due to out-of-stock items.
Drogaria São Paulo App
• Complaints about app development issues.
• Inability to complete purchase, requiring in-store visits, no delivery option.
• Getting lost in the process.
Pacheco Pharmacy App
• Identical to the Drogaria São Paulo app.
Drogafarma App
• Good UI and navigation experience. Highest rating, 4.6 out of 5. Most compliments found.
• Some complaints about bugs.
Created personas based on survey responses, in-depth analysis of Play Store feedback, interviews with Droga Raia app users, and benchmarking. By aligning personas with data, I established targets for improving the app experience and addressing specific pain points.
A – Fast App Deliveries: The most frequent user complaint was delivery time, requiring a strategic partnership between logistics, administration, and operations. Prototyped a real-time order tracking system similar to iFood, aiming for delivery within 4 hours at home or 1 hour in-store, inspired by Drogaria Pague Menos’ model.
B – Streamlining Product Search & Promotions: Enhanced usability by creating functional filters based on competitor analysis and user complaints. Introduced a fixed menu at the top left and merged the highlighted product page with the homepage, shortening the purchase path.
C – Pharmacist Consultation: Addressed the rising demand for pharmacist guidance by exploring the legal feasibility of teleconsultations. Referencing Pague Menos, I proposed a teleconsultation feature for 24/7 medical, and pharmacist consultations during business hours.
D – Real-Time Order Tracking: Developed real-time tracking within the pharmacy and during delivery, keeping users informed at every stage of their order.
E – Simplified Registration, Payment, and Prescription Upload: Resolved common frustrations with Droga Raia’s lengthy registration and payment process. By shifting registration completion to checkout or offer activation (following Ultrafarma’s app best practices), users are more incentivized to complete the process.
Results
Identified Frustations
Identified key issues from the users.
Simplified Navigation UI
Redesigned the homepage with a new menu, categories, and filters.
Personalization Requests
Prototyped user desires as new features.
Learning
This project reinforces the importance of being user-centered, listening to users through their real frustrations, keeping an eye on the market by analyzing competitors and enhancing the overall experience.
