Project overview

Hey Pharmacist repeat prescription ordering app had seen a significant drop in user registrations and engagement following a rebrand from Co-Op Healthcare.

The aim of this project was to engage with users to find out what their needs were when using the platform and understand how the website could be improved to meet those needs.

User groups were established

It was recommended to carry out research with three distinct user groups that consisted of ‘Current user’, ‘Lapsed user' and ‘prospect user’. The aim of this approach was to gain an understanding of the user perception of the current experience and what is important when viewing the website, how the design and messaging appeals, anything that falls short of what they expect, why a lapsed user does not engage anymore, and what it would take to gain a prospect user.

User insights highlighted some fundamental issues

Customers felt that;

• The design didn’t represent the brand
• The colour scheme felt boring
• The imagery wasn’t relevant and made people feel old
• The app proposition wasn’t understood
• The NHS login delay was prompting some users to exit
• Some customers simply stopped using it as they thought they couldn’t collect their prescription in Co-Op anymore

Customer insights allows a roadmap to be formed

Following the user research, it was deemed critical to fully align user and business needs and craft a roadmap that allowed rapid optimisation and longer term value to be added. We ran a MoSCoW prioritisation session with stakeholders to detail MVP priorities and longer term requirements.

A customer focused platform was defined

The page design, colour scheme, iconography, messaging, tone of voice, product storytelling and registration entry points were all optimised based on user feedback whilst remaining on brand and appealing to the three user group need.

6 months post launch the registrations has risen by 200%. 1 year post launch features that has been identified in the roadmap were continuously implemented and the site continues to scale.