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King Pharmacy
Compounding Pharmacy Website Redesign
A rebrand of a longstanding custom compounding pharmacy based out of Topeka, KS
Challenge
This website's redesign needed to encapture the experience of a typical patient at King Pharmacy.
Role
UX/UI Designer, Information Architect, Branding, Interviewing
Tools
Figma
Adobe Suite
Google Forms
Nikon D3300
Website
Background
Context of the Pharmacy's Needs
King Pharmacy's website was created during the early 2000s, serving little functionality besides providing basic information for patients. The goal was to improve the experience of the website three-fold.
Core Goals
- automate the process of receiving refills
- provide a simple process for new patients
- create transparency behind the compounding experience (patients usually are unaware of what compounding entails)
Research
Understanding the User Needs
I decided from the start that the best people to ask about the current needs would be the employees and prescribers — given the restrictive nature of HIPPA.
Four subject-matter expert interviews took place the research phase, design, and solution phase.
By having these conversations, I was able to narrow down the key user types to help mold the rest of the website.
The User Persona
To frame our idea of the website to the needs of the patient, I decided to develop a user persona to fulfill the understanding.
What I found is that the individuals defined under this framework exhibited similar traits which fit their needs.
We found that our typical user would be a high income woman in her mid-40s being prescribed hormone replacement therapy through troches — which are wax-like squares placed on the gum line for optimal medicinal absorption.
She would need proof of our product's history of success, as custom compounding can often be confused with natural medication.
She would want a clear process for how to smoothly begin the process of ordering hormone replacement, slimming wait time as small as possible.
The user would appreciate an online re-ordering system to ensure it fits into her schedule, as King Pharmacy only operates 9-5, Monday through Friday.
Card Sorting
To provide a better idea as to the ordering of the website content, I created a card-sorting exercise with my subject-matter experts.
With an employee on the cusp of becoming a 20-year technician, I provided cards for her to decide where she saw fit. Her depiction provided the perfect ordering for us to decide where each piece of content needed to go.
Home
About
Refill
Forms
Services
FAQ
Contact
Products
BHRT
Veterinary
Compounds
Design
Developing with a Persona in Mind
From the beginning, I knew the pages needed to be designed for an optimal experience from the beginning.
That's why I took time throughout the process to speak to my subject-matter experts. If it didn't make sense to the people who know the content best, I knew it wouldn't work for a user themself.
Sketches
High Fidelity Mockup
Pharmaceutical Imagery
When we decided to begin to redesign the pharmacy, I knew that it would take more than a pure website redesign without a depiction of the experience.
My goal was to display the pharmacy experience behind the counter to provide comfort behind customer compounding.
Below is a glimpse that we were trying to provide.
Lessons Learned
Find Gaps in the User Journey
The best improvements I was able to make were from looking at the user journey of a patient based upon a user persona, using my insights to draft an improved experience.
By focusing on feedback throughout the researching process, we were able to add content such as a prescription reordering form, personalize the employees, describe the compounding process, and so much more.
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