Project 6: Abbott — Building Brands and Digital Products

Yang

Redesign a desktop and mobile experience and a navigation to

Objective

Redesign the .com homepage experience focusing on navigation and product discovery for both desktop and mobile

Role

Contributing designer

Responsibility

+ Visual design
+ Mobile navigation
+ Subpage and Article page template design

The ask

The GoodRx homepage experience is historically centered around one single task: prescription discount search. With its recent shift in strategy, the business is investing in product areas beyond the core prescription savings business in hopes of expanding 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 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 meets their needs.

Outcome

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

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

Whether it’s 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 for transformation to take place. 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 who are 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 a new user an idea of all the products and services available to them. It also needs to quickly and simply guide users and help them land on a path that leads to an answer.

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

Shifting how people traditionally use the service (medication first), we wanted 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 well with the product strategy the app is pushing toward, connecting the user experience across platforms and customer journeys.

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

GoodRx offers three types of membership: a free membership, a paid membership, and grocer memberships. In the legacy site experience, a user would only find out about the different memberships after they’ve conducted a medication search and was presented the different prices on the price page. With the new design approach, the goal is to intentionally frame the different membership tiers in order to help guide our users to find the plan that suits their needs the most.