Help patients with chronic conditions manage their ongoing
and evolving healthcare needs through the GoodRx app.
Increase iOS app home adoption and retention rate
Weekly active users / Monthly active users
+ Led and executed 0 to 1 product design initiatives that drove user adoption and engagement in app
+ Co-created product strategies and roadmaps for discovery and growth
+ Identify user research needs and draft usability test plans
Lead product designer, Engagement and Retention
The ask
Outcome
Defining a product positioning unique to the business
Looking across the user journey of someone going from feeling unwell to getting diagnosed, to seeking treatment, to following their prescribed regimen, there are many challenges a person might come across that could prevent them from getting the care they need and adhering to their treatment. For GoodRx to reach and retain its customers, the app home experience needs to create more meaningful value exchange for its users across more touchpoints throughout their healthcare. Patient adherence is complicated, and prescription savings merely provide an entryway into our users’ medication and health profile. My team needs a phased strategy that can pave the way to return longer-term impact while also delivering shorter-term results.
Designed for people managing chronic conditions who find it challenging to follow through with their prescribed regimen, with affordability and health literacy being their two main pain points.
Leveraging insights from the customer segmentation, two segments stood out as the biggest UX and market opportunity for my team to focus on: Overwhelmed Traditionalists, and Practical Routine-Followers. These two groups bear the greatest opportunity for GoodRx to help them, both in addressing their financial and health literacy pain points — two key aspects of medication adherence. In addition, lifestyle and diet management often play a key role that leads to more satisfying and lasting condition management, which is also considered as we design a more robust healthcare management tool.
A digital medicine cabinet that knows your habits, tracks your progress and empowers you with trustworthy information on your chronic condition and medications.
The result of my team’s work is the creation of a GoodRx medicine cabinet. It’s the organization’s first venture beyond coupon savings and into the broader healthcare management space. Starting with medication tracking, it helps users stay on top of their medication routine, learn their refill schedules, and help them stay proactive by learning about their condition. The more a patient uses the product, the smarter it will adapt to their health regimen, ultimately improving the quality of their health management.
Habit formation takes time; data collection requires trust. Starting small allowed us to try things, learn fast, and adapt quickly.
We began by helping users build out their digital medicine cabinet and adding all their medications including the ones they use insurance for. This addresses an existing pain point in the real world and gives us a window into a customer’s health conditions at that moment. From there, we layered in refill reminders, daily med reminders, my best pharmacy, and condition-based health info. Together with push notifications and emails, we created a connected service blueprint that streamlined the user journey from prediagnosis to post-diagnosis. Now, a user can easily optimize their health management tasks in the app. Benefits-driven content and goal-oriented user experience seek to eliminate the monotony of health management and provide educational information on what is otherwise perceived as daunting and inaccessible to some.
Offer motivation in building good yet challenging habits
Insights from our user research show that our price-sensitive users are particularly incentivized when it comes to managing their health. As my team continues to experiment with medicine cabinet features, we find opportunities to lean into the rewards program. Speaking to users with the appropriate tone was a key consideration throughout the design of rewards-based experiences. Our efforts on the app home team also piloted the program for other feature teams to consume. A long-term vision of a more holistic health management centered around condition
Healthcare management is complex, and user’s needs and emotions are constantly evolving. The medicine cabinet that my team created is only the first step into building more trust between GoodRx and its users and creating longer-term value. The business will reach its ultimate goal when it can be an advocate for their customers in every key step along its healthcare management journey, creating a lasting impact that goes beyond adhering to the medication regimen.
Press
release
GoodRx unveils medicine cabinet, a better way to manage all of your prescriptions
Engadget