Project 5 — Building Brands and Digital Products

Yang

Design a better health service discovery experience on web through need-based guidance

Objective

Create a .com homepage vision that fosters better discovery

Role

Contributor, product design

Responsibility

+ Concept development & testing
+ Design system evolution
+ Cross-functional collaboration

The ask

The GoodRx homepage experience was historically centered around one task: prescription discount search. With its recent shift in strategy, the business is investing in product areas beyond the core prescription savings business to expand its reach across a wider range of user healthcare needs. As a result, the legacy prescription-centric user experience on its digital front door no longer aligns with the business focus. The recent launch of its brand redesign also creates a disconnection across the customer’s discovery journey. The need arose for a new homepage design that captures user discovery into action by helping them find products and services that meet their needs.

Outcome

A new homepage design vision that pilots new design system primitives and showcases all product offering areas. The concept received leadership buy-in and fostered product alignment across dispersed feature teams within the Product and Design team.

Living up to the story GoodRx wants to tell the world.

Whether researching symptoms or medication, seeking care, getting treatment, or learning about how the treatments affect them, GoodRx is positioned to help its users at every point of their healthcare journey. The focus on prescription discount search has historically brought the company great success, but the company needs to expand beyond that legacy focus. Conversion occurs at the point of coupon usage, but nurturing that conversion requires time and active guidance to GoodRx users.

75%homepage visitors are new users and come through brand ad referrals.

34.8%of users arriving on the homepage are looking for something other than prescription savings, or dropping off.

Identifying the audience by their intents and familiarity with the brand offering.

Looking at the user journey mapping and layering in user’s intent and familiarity, we landed on two audience types the homepage should prioritize: Brand new users with a potential health need, followed by frequent (power) users familiar with the legacy product offering.

Breaking down the work across experience principals, content strategy, UX, and visual design approaches.

We approached the work by organizing our efforts around principals, content, UX, and visual design. Given the high stake of the .com real estate as it relates to the legacy metric, we also kept our stakeholders close throughout our discovery process to ensure we brought them along the journey.

Equally highlight the three service areas: prescription savings, virtual care, and health content.

The hero section needs to quickly establish the brand story and give new users an idea of the products and services available. It also needs to promptly help users find what they are looking for before they bounce off site.

Guiding users to think about their healthcare needs through the lens of their condition.

Shifting how customers traditionally use the service (prescription first), we sought to experiment with what we believe is a more intuitive and expansive way of search: condition-first search. By introducing a new way to approach user’s needs through the lens of their condition, we begin to shift their perception of how GoodRx could help them. It also aligns with the product strategy on the app end, connecting the user experience across platforms and customer journeys.

Experiment with different naming and offering types to package GoodRx’s subscription tiers.

In the legacy site experience, membership offerings were buried and their benefits were not easily understood. Reframing the different membership tiers and serving up to the user contextual to their action on-site helps users make decisions that benefit them most.