Benavides Pharmacy Website

Description:

Benavides is a pharmacy that has a large catalog of products and they are looking to sell them through an e-commerce site. They also wanted an app that helped the users to make purchases in a fast and efficient way. We did a proposal to convince Benavides to work with us. I am presenting just the proposal and the process we took to assemble and deliver the proposal to client Benavides pharmacy.

My Role:

UX/UI Designer

Challenge:

The current site of Benavides has the basic information needs to transmit as a brand, but it lacks of digital tools that provide an easy way to search for products and facilitate navigation through the site.

Understand and Empathize

Business Objectives:

Provide to the user a simple navigation and experience within our platforms with the information of programs and services as well as the contents of their interest.

Personas & Mental Models:

What are the main tasks that the user expects to have based on beliefs and predictions about what the user needs and wants to know about the product and service?

10 Questions from Mental Models:

1. Does Benavides have the product that I am looking for?

2. Does Benavides have the services I need that will deliver some value to me?

3. Can I receive the products I need at home?

4. Where is the nearest branch where I can get that products?

5. Is there any offer or promotion for me?

6. Is there any one I can talk to?

Answer to User Requirements:

1. Access to online catalog and find the product I need.

2. Understand all the services and value that I can get from Benavides.

3. Find more than one option to order products at home.

4. Locate the nearest branches to the user or locate them by city.

5. Check availability and brand schedules.

6. Find out about promotions and offers.

7. Awareness of loyalty program and review status.

8. Download monthly catalog.

9. Solve any question, receive guidance or assistance from a person not a computer.

Content and Navigation Analysis

Define

Problem Statement:

There is a large list of products the pharmacy has to offer but the website categorizes these products with technical labels unfamiliar for customers. These makes very difficult to them finding an specific product.

Ideate

Solution Statement

We decided to help the pharmacy in categorize their products with a User Centered approach with labels and patterns easy to recognize instead of making customers recall on technical names or labels and also provide users with tools that will help them find products easily and efficiently,

These solution needs to be:

1. Useful / Usable: Find the information very fast and easy.

2. Findable: Provide an information architecture - user centered design

3. Desirable: Emotional design, easily identify the product image

4. Accessible: Easy for old people to navigate from different devices

5. Valuable: Customer satisfaction -Show specific information that the user is searching

Information Architecture

We propose to work in new information architecture for the site. We decided to run some Tree Testing sessions (reverse card sorting) with the customers, because we need it to found what were the current problem behind the current site.

We gave them these 3 scenarios to evaluate findability:

1. A friend recommend you some drops for the eyes. Where would you start looking for?

2. You are traveling to the beach. Where you look for a sunscreen?

3. You are looking for some memory capsules. Where would you find different options?

Results from Testing:

Ideation for Website

We defined our new IA with a new SiteMap for the site, to show the business how they could organize information as a result of understanding mental models from their customers naming the categories with common words instead of showing OTC Pharmacy and RX pharmacy technical labels that were difficult to understand as we learned from the tree testing. We also proposed to run Card Sorting sessions with final customers to make categories understandable and products easy to find. And iterate after testing the new IA.

Ideation for App and Flows (primary task)

Mockups

Next Steps

So these project was something we presented to Benavides pharmacy as a proof of how we could work with them and the process they need it to take to redesign their site and how to provide better tools and benefits to their customers. Unfortunately, the pharmacy didn´t have enough budget to start the project after all, but we were happy with what we presented as an example of what User Centered Design process could help them. We presented them this general process as next steps in case they had the budget in the future.