Improving the retail partner experience with a new Digital Sales Platform
Improving the retail partner experience
Client
Johnson & Johnson
Industries
Pharmaceuticals
Duration
7 Months
Services
Visited 6 territories across Europe Visited a variety of independent stores Held one-to-one interviews with owners and staff Conducted ride-alongs with J&J account directors Validated findings with further video calls with wider markets
Stakeholder Workshop
Stakeholder Workshop
UX Strategy
If it’s not being used, it’s not useful
Before we could understand how improvements could be made, it was critical to understand why Pharmacists did not want to engage with the current platform. As such, we began by challenging the business idea of a ‘re-design’, proposing that ‘If it is not being used, it is not useful’.
We conducted a series of comprehensive stakeholder workshops that included representatives from the varying territories across Europe. This allowed us to get a thorough and broad understanding of the business objectives, assumptions about their audience, and determine where the gaps in understanding lay.
From here we developed a research plan that would provide the necessary insight to provide real value to their target audience.
Stakeholder Workshop
Research
Pan-european, in-field research
We conducted pan-european, in-field research to understand real world challenges and validate current assumptions.
Visited 6 territories across Europe
Visited a variety of independent stores
Held one-to-one interviews with owners and staff
Conducted ride-alongs with J&J account directors
Validated findings with further video calls with wider markets
Image taken of pharmacy from In-Field Research
Service Design & Journey Mapping
Designing For Real-World Challenges
Based on the insight, we designed a new product experience that would tackle real-world end-user challenges. Using the insight gathered as the foundation of our strategy.
Focused on creating seamless and user-centric experiences across all touch-points of the service, this meant not only delivering pharmaceutical and healthcare products but also ensuring that the entire service ecosystem was optimally designed to meet the needs of pharmacists, healthcare professionals, and end-users.
Map out prioritised user flows and journeys
Create a new content and product architecture
Liaise with product engineers for technical input
Design wireframe prototypes for key journeys
Test and validate concepts with end-users
Screenshot of the new Information Architecture
Prototyping
Prototyping and UI Design
We collaborated closely with Johnson & Johnson’s teams to translate ideas into actionable concepts. This stage involved brainstorming, sketching, and wireframing to bring these concepts to life.
Rapid Prototyping
We followed a rapid prototyping approach, where we swiftly converted concepts into interactive prototypes. These prototypes were not only visual but also functional, enabling us to test key features and functionalities.
Iterative Design
Our prototyping process was iterative, allowing for continuous refinement based on user feedback and evolving project requirements. This agility ensured that the final product would meet the needs of pharmacists and healthcare professionals effectively.
Wireframe of My Health Coach Screen
Summary
Tangible Results From Improved Experience
Based on the insight, we designed a new product experience that tackles real-world end-user challenges. Using the insight gathered as the foundation of our strategy, we were able to:
Map out prioritised user flows and journeys
Create new content + product architecture
Liaise with product engineers for tech input
Design wireframe prototypes for key journeys
Test and validate concepts with end users
Create a new UI language to fit with J&J’s brand
The project saw incredible results within the first year:
7 figure increase in revenue per year, per territory
36% increase in avg. order size
30k training courses completed
Homepage Design
