UX/Product Design
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Blink Health

Designing a more user-friendly product detail page for Blink Health

 

How might we present patients with all their options for low medication prices in an intuitive way?

 

My role

Product Designer and User Researcher

Impact

A fully revamped MDV with a dynamic, modular design that makes the process of getting the best prices on medications as simple and transparent as possible, that also accommodated our different business channels. Participants in user research sessions remarked that the design was straightforward and clear, and quickly grasped the convenience and ease of the service.

Background

Blink Health provides patients with the best savings on prescription medications. As Blink grows to offer patients solutions beyond home delivery and pharmacy pickup, we need to rethink the user experience on the medication detail view (MDV), essentially a product detail page, where patients view their purchasing options and add medication to cart.

Goal

Design an easy-to-understand experience on the medication detail view that supports all of our different growth channels.

 
 
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Where I started

The old MDV didn't accommodate new services we had begun to offer, such as paying with insurance. It also didn’t clearly differentiate our offerings. For example, for home delivery, you needed a prescription to purchase, but we also offered a telemedicine option that let people get prescribed online. The “How it Works” information was either redundant or didn't do a good job of explaining payment, delivery, pickup at the pharmacy, etc.

 
 
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Wireframes and information architecture

My first step was to create high-level wireframes enumerating the information we wanted to present in each section/module. This helped limit early internal conversations to information hierarchy and content strategy, and making sure it met user requirements.

I explored several options, including a wizard-like approach in which prices would dynamically update based on selections the user would make. We eventually decided to settle on a design with all purchasing options as modules stacked on top of one another. At the risk of cognitive overload, we wanted users to be able to see all of their available options at once so they could quickly compare prices.

 
Wireframes on the wall with feedback from the team.

Wireframes on the wall with feedback from the team.

 
 
 

First round of user research

After solidifying the wireframes, we were ready for our first round of user research. We interviewed 8 people in person, 2 people over Zoom, and 10 people completed unmoderated tests. All participants had filled prescription medication in the last year. The key questions we wanted to answer were:

 
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Key Research Takeaways

By doing an affinity mapping exercise to identify patterns and themes from the interviews, we quickly found several issues with the design:

  1. Almost no one understood that the prices were for the actual medication - several people thought they were membership fees or delivery fees.

  2. Many people also didn't get the telemedicine option, and how it was different from regular home delivery.

  3. While interested in paying with insurance, people didn't think of using insurance as equivalent to other purchasing options.

  4. People expressed doubt and uncertainty about whether or not Blink was safe to use and whether they could trust us.

After identifying these issues, I quickly designed a new wireframe, then began visual design. Along with the product manager, I also began to enumerate different possible scenarios in depth.

 
 
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High Fidelity & Visual Design

Changes I made to the visual design based on research findings:

Outlining what is included in each price to address confusion

An information icon by each option so that people could find more information on how it works if they needed to

A value prop section highlighting why people should use Blink and to address misconceptions about the service that came up during user interviews

Adding "without insurance" and "insurance" as toggles on the Home Delivery option rather than separating it out to address the fact that people didn't think of insurance as a separate option

 
 
 

Validating designs with a second round of research

With our new and improved design, I did a final round of in person interviews with 6 people. We wanted to test whether users could explain all of the different services available to them on the MDV. We also asked about their expectations for what would happen after they added to cart, and gauged their general attitudes towards Blink after interacting with the MDV.

 

Final Takeaways

Participants were able to grasp our different product offerings with ease, and commented that the website was straightforward and clear. They expressed enthusiasm for the product offerings and several mentioned wanting to use it right away or recommend it to their family members.

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