Capsule is a new kind of hybrid, digital and physical, Pharmacy with a product that allows users to manage their prescriptions within a mobile application. One of the application's main appeals is the ability to order and track medications through a smart device.
My Role — Product Design Lead
Research, data analysis, ideation, wireframing, art direction, prototyping, UX writing (including SMS), and email design
Background
When I joined the company we had an application designed by various contractors, which meant large parts of the application needed to be reworked as a whole — including how we currently handled order tracking.
Our Challenge
At the start of each quarter, our process was to go through messages, feedback, customer calls, and slack channels to identify problem trends. I came across a customer quote in our #productissues Slack which read
“hiii. Is your app borked? Keep getting errors trying to view my order. I got an email so I think it went through but no way to track it.”
After analyzing all communication channels with the Associate Product Manager’s help — email, text, chat, and calls — we discovered 33% of all incoming customer service questions regarded orders placed and how to track them.
The process
I sat with the PM and operations to understand the systems and people in place which handle everything from when a customer places an order to when they receive it. When examining that experience along with customer interviews it was clear that users were frustrated with:
Where to find information on their placed orders,
Understanding when updates have been made
Know where in the process their medication currently was
And jumping between different sources to piece together information like email, SMS from 2 companies, a 3rd party courier tracking app, and the Capsule platform.
After discovery, we believed making all information accessible through one platform would clear up most confusion while continuing to leverage email and SMS as supplemental notification methods. In addition, we would update our tracking UI to match our users’ mental model from established delivery experiences like Uber Eats, Door Dash, and Amazon.
For the final solution, users would be able to track progress from the home screen and within the medication cards themselves via new overview statuses. These navigated to the orders page which was also available in the main navigation. We cleaned up the “Your orders” page to highlight in-progress orders vs. orders already received. The tracker was updated to highlight estimated arrival dates and times and a staged progress tracker. This allowed insight into what happened in the actual pharmacy as orders were being prepared for delivery — some of which were previously unknown to users — which increased transparency and trust. Finally, we teamed up with our 3rd Party courier tracking partners to integrate their mapping service directly into our platform. This ensured users had a single source for all their order information which even included a way to contact their courier if needed.
At each step, I tested our solution with potential users for feedback. Both wireframes and high-fidelity prototypes were tested via dogfooding and UserTesting.com. When it was time for launch we staged rolled out to customers at 10% → 50% → 100% to make sure we could monitor and make appropriate adjustments when actual orders were being placed.
Results
The final launch decreased overall inbound communications regarding orders by 79%. This freed up customer service time which allowed the company to focus on other services and save money on resourcing.
The Team
PM: Sam and Simone
Logistics: Greg and Lem
Engineering: JB
Illustration: Franklyn
33% of all in-bound customer communications regarded order status issues.
Problem Statement
Whiteboarding with PM to understand the operations around order process.
Flowchart: I then mapped the entire digital and physical steps that went from customer purchase to order-in-hand.
Old designs: I conducted heuristic evaluations and user research to uncover areas where usability could be improved prior to testing.
Industry research and inspiration: Instacart, Domino’s, Amazon.
Wireframe options which were user tested.
Illustrations for order tracker: Art Direction = myself, Design = Franklyn agency
New courier tracking in-app map
New home page: with overview tracking statuses
New Your Orders page: Highlighting in-progress orders vs. past
New Order Tracking Page: Staged progress bar with branded stages and in-app courier map.
New order placed email template
Results: A decrease of 79% in customer inbound questions.