Walker-Lečić
Simplfying how people experience the prescription process
Role: Experience Director & Strategy Lead
Agency: Publicis Sapient
Cast: ORx Product Team + PS Product, Creative & Off-shore Technology Teams
The ask
Have you ever struggled to fill a prescription online? Well, Optum Rx, a virtual prescription provider was getting some feedback that their end-to-end experience wasn’t serving the customers in the way they intended and asked for our help to identify the areas for improvement.
The approach
We partnered with Optum’s Product Team and thankfully had a solid starting point since we had already created a journey map from a previous engagement.
We had 3 months to land on a direction.
From the customer journey, we identified 3 areas of focus via both qualitative and quantitative research methods such as user interviews, desk research and in-depth comparative analysis.
Search
Help users find whatever they need as quickly and intuitively as possible.
Customer Value
A friction-free experience that is user-directed but system-supported, allowing patients to move on to the next task quickly.
Pricing
Embrace transparency to provide users with the information they need to evaluate value and make a purchase decision.
Customer Value
Empowerment to make decisions based on information that is empathetic to their personal needs. Increased control over ability to manage their future Rx needs.
Messaging
Messaging should deliver convenient and personalized decision support throughout the buyer’s journey.
Customer Value
Personalized support that builds trust through conversation. Trust in accessibility and utility of communication as well as anticipation of emerging needs.
How might we create a simple, smart & seamless prescription search, pricing and messaging experience?
We made quick work to put ideas in front of customers and iterate according to their reactions. Based on key user behaviors alongside age and need states along the journey, the following is where Optum Rx felt strongly that this met their customer’s needs and provided the value they were striving for.
Search
Pricing
Findability