Daribar
Daribar
Pharmacy marketplace and eHealth service and that allows users to purchase medicines online, monitor their health with personalized tracking systems, and access virtual consultations
Pharmacy marketplace and eHealth service and that allows users to purchase medicines online, monitor their health with personalized tracking systems, and access virtual consultations
Duration
Dec 2023 - Now
Role
Product Designer
Team
Product Designer, UX Writer
Platform
Web, Mobile
Challenge
Business point:
Business point:
Increase order conversion rates and boost the number
of users progressing to the payment stage.
Increase order conversion rates and boost the number of users progressing to the payment stage.
User point:
User point:
As a customer, I want ordering medicines and pharmacy products to be quick and simple, without unnecessary steps. I’d love it if the service automatically found the best and fastest delivery options for me
As a customer, I want ordering medicines and pharmacy products to be quick and simple, without unnecessary steps. I’d love it if the service automatically found the best and fastest delivery options for me
Reserach
First of all, I had to find the main pain points in User Journey and validate them. I was lucky to have access to the user support team, and their insights were really helpful.
In order to validate them, I conducted several in-depth online interviews with our current and potential clients. It helped to get the list of validated pain points
First of all, I had to find the main pain points in User Journey and validate them. I was lucky to have access to the user support team, and their insights were really helpful.
In order to validate them, I conducted several in-depth online interviews with our current and potential clients. It helped to get the list of validated pain points
1
Overcomplicated delivery flow with multiple screens
2
Limitations in drug tracking and real-time availability, make
it difficult to get the best offer
Limitations in drug tracking and real-time availability, make it difficult to get the best offer
Limitations in drug tracking and real-time availability, make it difficult to get the best offer
Limitations in drug tracking and real-time availability, make it difficult to get the best offer
3
Users struggle to manage products on checkout stage,
to find the best option
Users struggle to manage products on checkout stage, to find the best option
Users struggle to manage products on checkout stage, to find the best option
Users struggle to manage products on checkout stage, to find the best option
Solution
1
Simplified delivery flow
Simplified
delivery flow
During checkout, users choose a pharmacy and delivery method, but comparing multiple options makes finding the best deal difficult. Users prefer the service
to suggest the most cost-effective choices automatically.
During checkout, users choose a pharmacy and delivery method, but comparing multiple options makes finding the best deal difficult. Users prefer the service to suggest the most cost-effective choices automatically.
Old flow
Old flow
Research and insights
Research and insights
Through user research and interviews, we identified key pain points
and get important insights about ordering flow. By streamlining navigation
and reducing steps, we created a faster, more seamless experience.
Through user research and interviews,
we identified key pain points and get important insights about ordering flow. By streamlining navigation and reducing steps, we created
a faster, more seamless experience.
New flow
New flow
Updated delivery and pharmacy selection
Updated delivery and pharmacy selection
The pharmacy and delivery selection steps were combined into a single block and moved to the checkout, allowing users to more easily compare the available options.
The pharmacy and delivery selection steps were combined into a single block and moved to the checkout, allowing users to more easily compare the available options.
Looking for more
special offers easily
Looking for more
special offers easily
We also ensured that users could still select the specific option they need.
We also ensured that users could still select
the specific option they need.
Solution
2
Product replacements
Product replacements
The solution to the problem involves allowing users to add replacement options in case their desired product is unavailable. This approach helps increase purchase conversion rates while reducing the volume of unnecessary requests.
Additionally, to optimize and reduce the number of requests, it is essential to prioritize both the main products in search and their replacement options.
The solution to the problem involves allowing users to add replacement options in case their desired product is unavailable. This approach helps increase purchase conversion rates while reducing the volume of unnecessary requests.
Additionally, to optimize and reduce the number of requests, it is essential to prioritize both the main products in search and their replacement options.
First flow and feature concept
First flow and feature concept
The first version of the flow prototype was developed and tested on
user research with in-depth interviews were conducted to gather insights, evaluate the effectiveness of the chosen solution, and identify user pain points.
The first version of the flow prototype was developed and tested on user research with
in-depth interviews were conducted to gather insights, evaluate the effectiveness of the chosen solution, and identify user pain points.
Research
Research
Hypotheses based on research insights
Hypotheses based
on research insights
Hypotheses based
on research insights
If we allow users to add replacements during the ordering process,then purchase conversion
will increase when the main product is unavailable.
If we simplify or guide users through unfamiliar steps, then they will be less likely
to skip them and more likely to complete
the flow.
If we clarify the meaning of prioritization, then users will better understand
its value and use it more often.
If we expand and improve analog suggestions, then users will be more likely
to find suitable alternatives and complete their orders.
The analogs offered by the service
are not enough and they often do not have the product that users need
If we simplify or guide users through unfamiliar steps, then they will be less likely
to skip them and more likely to complete the flow.
If we simplify or guide users through unfamiliar steps, then they will be less likely
to skip them and more likely to complete
the flow.
Adding replacements
Adding replacements
The process of adding replacements has been made more intuitive and convenient through the introduction
of a search function and the simplification of botsheets, ensuring a smoother user experience.
The process of adding replacements has been made more intuitive and convenient through the introduction of a search function and the simplification of botsheets, ensuring a smoother user experience.
The process of adding replacements has been made more intuitive and convenient through the introduction of a search function and the simplification of botsheets, ensuring a smoother user experience.
The process of adding replacements has been made more intuitive and convenient through
the introduction of a search function
and the simplification of botsheets, ensuring
a smoother user experience.
Replacements flow
Replacements flow
The flow was streamlined by moving replacements to the cart, making them optional for the user.
The flow was streamlined by moving replacements to the cart, making them
optional for the user.
Pharmacy selection
at self-pickup stage
Pharmacy selection at self-pickup stage
Pharmacy selection
at self-pickup stage
At the pick-up stage, the user can select the most suitable option from products with available replacements, as they can view accessible replacements directly during this stage.
At the pick-up stage, the user can select
the most suitable option from products
with available replacements, as they can
view accessible replacements directly
during this stage.
Replacements
at checkout
Replacements at checkout
Replacements at checkout
Replacements
at checkout
We also made our checkout
more fresh
We also made our checkout more fresh
We also made our checkout more fresh
We also made our checkout more fresh
Replacements
adding to order
Replacements adding to order
Replacements adding to order
Replacements adding to order
Pre-order bottomsheet if user didn't add replacements on checkout
Pre-order bottomsheet if user didn't add replacements on checkout
Solution
3
Product adding at checkout
Product adding
at checkout
Flow of product adding form the after cart stage was simplified, now user can add products directly to the checkout screen, making it easier to save and revisit items, reducing flow, and improving retention.
Flow of product adding form the after cart stage was simplified, now user can add products directly to the checkout screen, making it easier to save and revisit items, reducing flow, and improving retention.
Result
Result
x1.8
x1.8
Growth in orders
130K
130K
150K
150K
New uniqe users
3 weeks
3 weeks
2.5 months
2.5 months
Release time
Next case
Mentaly
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Email: sashatyu12@gmail.com