The product manager is presented with an opportunity to increase repeat rates for customers of an online pharmacy. Some key metrics to evaluate include repeat rates of customers in terms of orders, monthly active repeat users, and repeat orders per repeat user. Features that could help improve repeat rates include enhancing the TrueCare membership program, introducing a dosage planner with reminders and easy reordering, a chatbot for customer assistance, personalized health tips, and improvements to the family health records feature. The dosage planner is identified as the highest priority feature to focus on initially due to its potential impact and the fact that it is not widely available from competitors. A release plan is outlined showing development, testing, and controlled rollout of the dosage planner feature over

1. Tarun
Case Study
INCREASE REPEAT RATES
IN ONLINE PHARMACY

2. “You are a product manager in an online pharmacy. Your
marketing manager comes to you and says that the repeat rates
for your company’s customers are quite low. He wants product to
drive improvements to increase repeat rates.
2
❑ How would you go about evaluating what you'd do to improve?
❑ What metrics might you look at?
❑ What is a feature or set of features you'd want to release and
how would you think about it relative to the rest of your roadmap?
❑ How would you execute on such a feature, from ideation to release?
Case
Study

3. “
CareEasy*
Personalized care like family
Who are we ?
Online medical store with Omni-channel
benefits
4
*Hypothetically assumed

4. 4
What do we do ?
We offer wide range of *
Products - “prescriptions drugs” , “OTC medicines”, ”fitness
supplements” , “healthcare devices” , “personal care” ,
“health condition products” , “Nutritional diet products” ,
“Safe baby products” ,
&
Services - “health records” , “family prescriptions” , “easy
prescription refills” , “home delivery” , “store pick-up” ,
“care clinic”, ”health advice”
*in our customers’ own words

5. Who do we serve?
Individuals seeking a healthy lifestyle for themselves and their family
Our regular customers (User Personas)
✔ Shaun Age 36 , is concerned about occasional health problems in his
family - cold of his elderly parents and his school going kids. He
sometimes orders OTC and prescription drugs
✔ Rachel Age 29 , loves an active lifestyle and has been on high protein
diet for which she orders nutritional products and supplements. She
also regularly orders medicines for her mother’s prolonged illness
✔ Vanessa Age 34 , restocks her medications regularly for her chronic
Asthma so that she could lead a normal life
✔ Anna Age 32 , buys high quality products for her baby and wants the
products to be delivered at doorstep
5

6. 6
Our delivery 2 day delivery
Our Product selection from trusted brands
Availability of our products
Our self-pick up model with in-store product
search
Our discounts of 15% on medicines
Why do they love CareEasy ?
*Top 5 reasons of repeat customers as per Customer Survey Aug, 2019
65
%
28%
54
%
45
%
25
%
“ I like the fast delivery ”
“….mostly find all needed
medications”
“ Product search is user friendly ”
“ Most branded items are available ”
“ Delivery & self-pickup”
“ ..good offers ”
“ I trust the products for my family ”
In their own words
7

7. 7
Not enough benefits for regular customers
Lack of features compared to competitors
Poor Customer Support & delays in resolution
Less Engaging health & wellness content
High prices as compared to competitors
*Top 5 reasons of repeat customers as per Customer Survey Aug, 2019
48
%
24%
44
%
30
%
18%
“ Prices are not discounted”
“ Regular medicines feel costly ”
“ Refund takes long time and
expired medicines are not
replaced”
“ Competitor provides regular
health tips”
“ No pill reminder”
“ prescriptions are not maintained
properly”
“do not know when to restock”
In own
words
KeyProblemArea
What do they not like about us?

8. How big is the issue ?
Our repeat rates of customers & orders
15-20% below the industry average
Declining for past 6 months
CumulativeMAUs
20 K
40 K
80 K
60 K
100 K
120 K
Monthly Active Users* by Cohort
Retention rates of our customers
Only 6 out of 10 customers
continue to purchase in 3 months
*Monthly active = at least 1 order in a month
*Repeat orders
/Repeat active users
0.30 in Q1’19
0.40 in
Q3’18
VS
*Active repeat user – User with > 1 orders and last order placed in =<6 months
9

9. 9 9
Product Plan

10. 10
Current Active Repeat/Total Monthly Active User
Ratio
45%
60%
40
%
Monthly Active Repeat User Ratio
Repeat/total Order
Ratio
Current Repeat/Total orders Ratio
60%
75%25
%
Repeat Monthly Active
Users
Repeat Orders
December 2019
Current orders/active returning users in Q1’19*
0.3
Repeat Orders/returning
(active) users *
0 . 5
Goals
*Active repeat/returning user – returning user with more than 1 orders
and last order placed in =<6 months
Q4 2019

11. 11
Repeat rates of customers wrt orders
*
New
Custome
r
(signed up)
Engaged
Customer
(>=3 orders in
last 3 months)
Lapsed
Custome
r
(inactive in
last 6
months)
1st
order
2nd
order
3rd
order
1
orders
2
orders
3
orders
3 months 3 months
Retention rate %
( Active- atleast 1 order in next 6 months
)
50% 65%
90%
40%55%
80%
80-90 %
Retention
rate
*For indicative analysis only (Based on assumed data)
The retention rate (order activity in next 6 months) of our customers is much higher once customer places 3rd
order in 3 consecutive
months

12. Increase
Repeat
Rates
Membership program
TrueCare
Chatbot assist
Medilink
Anytime order help
Free online prescription
Reminder & Re-Order
On time pills and essentials
Vital
Personalized
content/tips
Family Health records
Wellness for future
CUSTOMER
EXPERIENCE
CUSTOMER
SERVICEVALUE ADD
PERSONALIZATION
INVESTMENT
PROMOTION
ENGAGEMENT CONVENIENCE
UTILITY

13. TrueCare Membership
✔Existing feature – New customizations
✔Package Subscriptions & points per order*
✔Higher Customer Savings & company costs
✔Available with most competitors
✔Already In progress (ETA - Nov 2019)
Products for improving repeat rates
13
Reminder + reorder
✔New feature – Dosage Planner, easy reorder
✔Impacts CX, repeat rates & Engagement
✔Available with key competitors & popular
Chatbot assist
✔New feature – automated service 24X7
✔Differentiates Customer Service
✔Not available with most competitors
Medilink
✔New feature – free online prescription
✔Impacts Pre-purchase CX & conversion
✔Only available with some competitors
Vital
✔New feature – personalized content/tips
✔Impacts Pre-purchase CX & conversion
✔Not available with most competitors
Family health records
✔Existing feature – improvements
✔Impacts Pre-purchase CX & conversion
✔Not available with most competitors
CUSTOMER
EXPERIENCE
CUSTOMER
SERVICE
VALUE
ADD
* May need further explanation :– Tiered membership with subscriptions Eg – baby care subscriptions, Nutrition/supplements packages & Extra points for 1st
, 2nd and 3rd
order as per
slide 10

14. TrueCare Membership
✔Existing feature – New customizations
✔Package Subscriptions & points per order*
✔Higher Customer Savings & company costs
✔Available with most competitors
14
Reminder + reorder
✔New feature – Dosage Planner, easy reorder
✔Impacts CX, repeat rates & Engagement
✔Available with key competitors & popular
Chatbot assist
✔Existing feature – automate service 24X7
✔Differentiates Customer Service
✔Not available with most competitors
Medilink
✔New feature – free online prescription
✔Impacts Pre-purchase CX & conversion
✔Only available with some competitors
Vital
✔New feature – personalized content/tips
✔Impacts Pre-purchase CX & conversion
✔Not available with most competitors
Family health records
✔Existing feature – improvements
✔Impacts Pre-purchase CX & conversion
✔Not available with most competitors
Theme A) Enhancing customer satisfaction / service (existing features)
Theme B) Introducing value added services / new features for increase in repeat rates
* May need further explanation :– Tiered membership with subscriptions Eg – baby care subscriptions, Nutrition/supplements packages & Extra points for 1st
, 2nd and 3rd
order as per
slide 10

15. Impact vs
Effort
PRIORITIZATION *
15
Impact
Effort
Quick
Wins
Big
Bets
Filler
s
Time
Sinks
TrueCare Membership
Dosage planner
(Reminder + easy reorder)
Chatbot assist
Vital/personalized tips
Medilink/online prescription
Family health records
(improvements)
1.
2.
3.
4.
X
Contingency plan
– to be evaluatedX
Deprioritized
High Risk/
Low
confidence
Low Risk/
High confidence *Based on assumptions - need further

16. PRIORITIZATION ( 1 > 2 > 3 > 4 )
16
ImpactValue
Effort
Quick
Wins
Big
Bets
Fillers Time
Sinks
TrueCare Membership
Dosage planner
(Reminder + easy reorder)
Chatbot assist
Vital/personalized tips
Medilink/online prescription
Family health records
(improvements)
1.
2.
3.
4.
X
Contingency plan
– to be evaluatedX
Deprioritized
High Risk/
Low
confidence
Low Risk/
High confidence

17. 17
Q 2 – Q3 MILESTONES
MILESTONE
Q2 2019
MILESTONE
MILESTON
E
MILESTONE
Q4 2019
AUGUST
W1
W
2
W
3
W
4
SEPTEMBER
W1
W
2
W
3
W
4
OCTOBER
W1
W
2
W
3
W
4
NOVEMBE
R
W1
W
2
W
3
W
4
Current 1. Dosage planner
(Reminder + reorder)
DECEMBER
2. TrueCare
Membership
3. Health records
4. Vital Repeat rate -
60%
*Repeat rate -
46%
* Repeat rates in terms of Monthly active repeat customers
%age
Key Timelines
Repeat rate - 57%
Repeat rate - 50%
W1
W
2
W
3
W
4
Q3 2019
Complete rollout
Impact validation
Minor iterations
Contingency plan
evaluation
Planned Product objectives/themes for Q’2
(Current) - Increasing Checkout conversion rate
(P0), Repeat rates
Product objectives/themes for Q’3 -
Increasing Repeat rates (P0), Improving Search CX

18. 18
As a patient who has to
take medicines
regularly, I should be
able to set my
medication plan, input
usage & get reminders
so that I never miss a
pill
As a caregiver / doctor
of patient, I should be
able to set, check &
review patient’s dosage
plan so I could give
feedback & ensure
his/her well being
As a caregiver (family
member, nurse), I should
get missed dose
notifications & restock
reminders with an easy
way to restock
medication
As a patient / caregiver
or doctor, I should be
able to check &
understand the side
effects, complications,
and interactions of
medications
Note – Estimations based on
Feature - Dosage Planner (Reminders + Reorder)
User Stories
• Available with key competitor
X
• Medium Effort (t-shirt size – M)
and Low Risk
As a patient, I should get
missed dose
notifications and restock
reminders with an easy
way to restock the
medication
Phase 1- MVP Phase 2 TBD
• Available with key competitor
X
• Drive repeat rates
• Low Effort (t-shirt size – XS)
and Low Risk
• Not available with key
competitors
• Drive engagement, repeat rates
from family members
• Drive App installs from family
members
• Low Effort (t-shirt size – XS) low
Risk
• Not available with key competitors
• Drive engagement
• Drive App installs
• Low Effort (t-shirt size – S) and
Medium Risk
• Not available with key competitors
• Drive engagement, repeat rates
from family members &
practitioners
• High Effort & Risk – to be evaluated
o Monthly Active Repeat/Total MAUs – increase by 5 %age pts
o Repeat/Total Orders Ratio (monthly) – Increase by 5 %age pts
o Repeat Orders/repeat (active) users – increase by .75 pts
Objective : To increase Repeat Rates of customers
Target Metrics*
*Please refer to Slide no 12 for Goals and

19. 19
(“Usage” for certain
• Entry point 2 – to “My Planner/Overview”
screen
• Entry point 1 – to “My Planner/Plan” screen
Tarun
• Entry point 3 - to “My Planner/Plan”
screen
Entry points to feature
Entry point 1 – Order
confirmation
Entry point 2 – Sidebar
menu
Entry point 3 – My
Orders
Wireframes
1/3

20. You can add profiles
of family members
here
Restock alert &
Reorder
Missed dose
marking
To Cart/
quick payment page
“My Planner/Overview”
Screen
“My Planner/Plan/
New or Modify Plan” Screen
“My
Planner/Reorder”
Screen
“My
Planner/Plan”
Screen
Main Feature Screens*Wireframes 2/3
* Note – Some Design elements/fonts are represented smaller (than ideal) to accommodate more details
19

21. Alerts/notification
sAlarm Missed dose
reminder
Feature discovery
notification
Wireframes
3/3 Restock
reminder

22. 22
PRD
Review
Development + Integration testing Testing Controlle
d Rollout Launch
September 2019
W1 W2 W3 W4
October 2019
W1 W2
Aug 2019
W4
User story 1 User story 1 & 2
• Release to 50 K low ,
50 K mid & 50 K
high frequency
customers in 2 cities
• Channels – Android
• Bug fixes
• Incremental rollout to All
customers
• Channels –Android + IOS
• GTM - Press release + Blog +
Emails
• Stability monitoring. (ICU
mode)
• User research & Usage
analysis
• Demo &
Dogfooding
• Regression testing
• CS training
• Channels – Android
+ IOS
• 1 and half Sprints
• Development - 50 Man-days
• Integration testing – 5
Man-days
• UX finalization
• Close detailed
requirements with Engg.
• Alignment with Business
Release plan of Dosage
planner
Release
plan

23. THANK
YOU
23