Presented at the 2012 Healthcare Experience Design conference in Boston.
Walgreens has been in the business of selling medications for over 100 years. Along the way, many service-oriented innovations have emerged—including some that we now take for granted, such as the drive-through pharmacy window. Fast forward to today, where online tools empower our customers to help themselves at an unprecedented level. Functionality like mobile refill-by-scan and Web access to medical records bring home interactions that used to require a trip to the pharmacy and/or doctor’s office.
As our User Experience team conceptualizes and designs these tools, our job is to make them at the same time powerful and simple to use. In order to succeed, our solutions need to be better than the existing off-line model.
This presentation focuses on seven core fundamentals that we live by when designing interactive experiences. They address issues like:
Balancing the user’s primary task completion with up-sell
Communicating transparently with customers—even when it’s bad news
The critical importance of words—in labeling, instructive text, and marketing
How brick-and-mortar and online experiences impact each other
and a lot more!
The presentation is richly illustrated with visual UX design examples, as well as data from real customers—their own words, behaviors, and outcomes. We’ll talk about how we monitor and measure the customer experience—through customer satisfaction tools, clickstream analysis, and user research—and how that insight translates to design.