e-Commerce / online pharmacy (desktop)
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Overview
Overview
Client: Skladlekarstv.ru
Industry: Online Pharmacy & E-commerce
Region: South Russian Federal District
Timeline: January 2022- June 2022
Team: Product Designer (my role), 2 Designers, Researcher and Project Manager
Framework: Double Diamond
When Skladlekarstv, an online pharmacy, saw a dramatic surge in online orders during the COVID-19 pandemic, it became clear that their website needed a serious update. The sudden influx of traffic highlighted several usability issues and made it obvious that the old design might not hold up for long.
Business Goal: Increase user retention and conversion rates by improving the website’s usability while maintaining familiarity for existing users, particularly older demographics.
Research
Research
Discovering the issues
Discovering the issues
We adopted the Double Diamond framework, a method we like for its structured approach to problem-solving. The first phase, “Discover,” involved diving deep into user research to figure out exactly what was and wasn’t working on the current site.
Traffic analysis & User segmentation
Traffic analysis & User segmentation
We started by analyzing traffic data with Google Analytics to understand who was using the site and how. We found that middle-aged users (aged 26-60) made up a significant chunk of the traffic—about 65%. These users were more comfortable with the existing navigation, so any drastic changes could risk alienating them. On the other hand, younger users (aged 18-25) had a high bounce rate of 52.3%, suggesting the old design didn’t resonate with them. Interestingly, 72.8% of all users relied heavily on the search function, which clearly needed improvement.
User segmentation:
User segmentation:
Age 18-25: 14.7%
Young adults who are tech-savvy and frequent users of online services. They are comfortable with technology and often seek convenience, which makes them to use online pharmacies, especially for non-prescription items like supplements and wellness products.
Age 26-40: 34.6%
Working professionals who balance convenience with price sensitivity. They are likely to use the platform for both prescription and non-prescription items. They value quick and efficient service and are comfortable navigating e-commerce platforms.
Age 41-60: 30.4%
Middle-aged adults focused on health and wellness, often managing multiple prescriptions or health products for themselves and their families. They are moderate tech users and appreciate a straightforward and reliable service, often looking for a trusted source for their medication needs.
Age 61+: 20.3%
Seniors who are less tech-savvy but increasingly relying on online services, especially due to the pandemic. This group may need more support with navigation and usability but represents a growing segment as more seniors become comfortable with online shopping for their healthcare needs.
Interviews:
Interviews:
We conducted interviews with 16 participants, divided into two main groups: current users of Skladlekarstv and potential users who have not yet used the platform. Each group was further segmented by age, with two participants (one male, one female) from each of the following age brackets: 18-25, 26-40, 41-60, and 61+.
Insights:
Insights:
Over 60% expressed a preference for a guest checkout option to avoid mandatory account creation.
Users over 50 appreciated the current navigation structure.
Younger users perceived the old design as outdated, while older users were more concerned about ease of use and familiar navigation.
72% of participants indicated they would find recomendations helpful in making purchase decisions.
Usability Testing
Usability Testing
We conducted usability tests to observe how users interacted with the site. The results were telling: 74.9% of users completed the purchase process without issues, 27% of users struggled to find specific product categories, often relying solely on the search bar.
21.3% of users abandoned the process midway through the checkout, usually after encountering issues with creating an account.
Survey
Survey
To back up our findings, we surveyed over 200 respondents. This helped us quantify the problems and validate the user feedback. The survey revealed that 44.7% of respondents were frustrated with the mandatory sign-up process, preferring a guest checkout option.
Define
Define
Competitor Analysis
Competitor Analysis
We looked at how other leading online pharmacies such as Eapteka.ru, Apteka.ru, Rigla.ru and others were handling similar challenges. This helped us identify best practices, like streamlined checkout flows and user-friendly search filters, which we could adapt for Skladlekarstv.
User Journey Mapping
User Journey Mapping
We mapped out the user journeys for both current and potential users. This allowed us to see exactly where users were getting stuck and where improvements would have the most significant impact.
Develop
Develop
Design Constraints Consideration
Design Constraints Consideration
Knowing that older users were comfortable with the existing setup, we were careful not to make drastic changes to the navigation. Instead, we focused on subtle improvements that wouldn’t disrupt their experience.
Wireframing & Prototyping
Wireframing & Prototyping
We then created wireframes for the key pages—homepage, product catalog, item cards, cart, favorites, and checkout. These wireframes evolved into high-fidelity prototypes, which we tested and iterated on based on user feedback.
Iterative Testing
Iterative Testing
We conducted several rounds of Usability Testing with both current and potential users. We tested the new designs to ensure they were intuitive and met user needs. Compared the new design against the old version with A/B tests and conducted Task-Oriented Tests with the help of Pathway.cc
Results:
Results:
Task completion rates improved from 74.9% to 80.3%, with users finding the new design easier to navigate.
The average time to complete a purchase decreased from 7 minutes and 23 seconds to 6 minutes and 7 seconds, indicating a more efficient process and improved user flow.
User satisfaction increased by 24.8%, with positive feedback particularly regarding the simplified checkout process and the new recommendation section, which users found helpful and relevant.
Deliver
Deliver
Design Solutions:
Design Solutions:
We introduced a direct "Add to Cart" button on product listings for easier and quicker shopping. The red background behind item photos was removed, and the photo size was increased to provide a clearer view of the products. We added clear indicators showing whether an item is in stock and if a doctor's prescription is required.
Users can receive notifications for out-of-stock items when they become available again. We updated the labels on product cards for better clarity and visual appeal.
We decided to remove the price comparison feature from our online pharmacy. Our decision was driven by insights gathered from website analytics and user interviews, which revealed that users did not frequently use this function and did not perceive any significant benefits from it.
We reduced the menu sections from six to four and shortened the header to display more content. Using card sorting, we identified which sections could be moved to dropdowns or the footer, streamlining navigation and enhancing usability.
Added a section on the product pages and checkout page to suggest relevant products, which led to a 7.9% increase in the average order value.
We also revamped account screens to make it more consistant and easy to navigate
Slow-Paced Implementation Recommendation
Slow-Paced Implementation Recommendation
Considering the feedback from users over 50 who valued the current website’s familiarity, we recommended a gradual, phased implementation of the new design elements. This approach was intended to prevent confusion among this demographic, allowing them to adjust to changes over time without feeling overwhelmed.
Design Handoff
Design Handoff
We provided detailed design specifications and documentation, including style guides, user flows, and annotated wireframes, to the UI Designer and development team. This ensured a smooth transition from design to implementation, with clear guidelines on maintaining consistency across the site.
Outcomes
Outcomes
Not all of the proposed modifications were implemented during the initial phase; however, the guest checkout feature, personalized recommendations, and some interface adjustments led to the following outcomes:
User Retention improved by 10.4% within 6 months, especially among users aged 26-40.
Conversion Rate increased by 11.8%, thanks to the new guest checkout feature and overall improved experience.
Revenue increased by 7.9% in the first quarter after the introduction of recommendations during the checkout flow.
Abandonment Rate dropped from 21.3% to 12.5%, a significant improvement attributed to the easier checkout process.
The redesign of Skladlekarstv successfully addressed the key pain points identified during our research, resulting in a more modern, user-friendly platform that appealed to both current users and potential customers. By leveraging the Double Diamond framework, we delivered a design that balanced user needs with business goals, enhancing the overall user experience.
Importantly, we ensured that the design changes did not disrupt existing user flows or navigation, particularly for older users, and recommended a slow-paced implementation to avoid confusion. The addition of a recommended products section also contributed to increased average order values. The successful outcomes of the Skladlekarstv project demonstrate the impact of a user-centered approach combined with strategic business considerations.
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