The Better Pharmacy
Client:
Capsule
Role:
Service Designer, UX Researcher
The goal of this project was to understand the functioning of the company, find issues within its operations and branding, and define strategies to mitigate them. Along with my seven team members, we designed several strategies to overcome the operational setbacks and also developed ways for better brand positioning.
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Duration: 10 weeks
What is Capsule?
Capsule is a digital-focused pharmacy based in New York, started in 2016. With completely online operations, the pharmacy is focusing on same-day home delivery of prescription drugs.
Understanding the target customers
To understand the company better we learnt about their customer segment which primarily targeted the digitally savvy. Based on that we developed four different personas. This helped us to recognize customer pain points and decipher the loopholes in the company's existing objectives and strategies.
Lazy Youngster
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18-25 years
-
Student
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Use: Doesn't want to go out
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Pain: Interacting with other people
Caretaker
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30-45 years
-
Takes care of people in need
-
Use: Manage multiple clients
-
Pain: Getting wrong prescriptions
Office native
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26-35 years
-
Professional
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Use: Manage busy schedule
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Pain: Having to wait in line or on the phone
Stay-at-home mom
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28-39 years
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Takes care of family
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Use: Convenience from home
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Pain: Prescriptions getting delayed
We tested Capsule...
Along with secondary research, we decided to become customers of the company to first-hand experience the services.
This helped us to support the findings from the secondary research.
Our delivery timeline
Key insights from our research
Change of prescriptions
Delivery beyond 24 hours
Small scale operations
Wrong deliveries
Unfamiliarity with the brand
Opportunity areas
Reduce
wait times
Increase
convenience & accessibility
Widen
customer base
Proposed strategies
The first step was to rebrand Capsule by building a new ecosystem for the pharmacy that consisted of
CapsuleApp
Better interface with user friendly features
Powered by Capsule
Improved network of smaller independent pharmacies
Capsule Cappers
Building a community of the delivery people
Capsule App
The app was proposed to be redesigned incorporating design changes at required touch points like:​​
The app was proposed to be redesigned incorporating design changes at required touch points like:​​
Location authorization
Multiple delivery options
Medicine reminders
Location permission
Delivery options
In-app reminder
Location permission
Click on the image to view prototypes
Powered by Capsule
We suggested partnering with independent family-run pharmacies to build a bigger service network which resulted in
Strong business growth
Wide customer outreach
Empowering small businesses
Capsule Cappers
We recommended building a network of cappers to drive better business services.
Program with performance incentives
More employee retention
Social community of cappers
Other marketing approaches
Packaging: with QR code telling the story of the local pharmacy
Capsule to-go: dispensing over-the-counter items
Capsuleland: locations in metropolitan cities to create brand experience
Vax van: mobile van offering multiple vaccinations by a certified immunizer
