Context
MYDAWA is a digital platform in Kenya that connects customers with pharmacies, providing a convenient way to purchase medications and health products online. Users can submit prescriptions, select products, make payments, and receive deliveries at their homes. This service addresses the challenges of accessing healthcare products in Kenya, such as long queues, stock outs, and concerns about the authenticity of medications.
Define the Problem
The existing MYDAWA app had several usability issues that hindered the user experience. How might I design an easy-to-understand and user-friendly features?
Who are the users and what are their needs?
The primary users of the MYDAWA app are individuals in Kenya who need to purchase medications and health products. These users can be broadly categorized as:
Patients with chronic conditions: Require regular and reliable access to prescription medications.
Caregivers: Purchase medications and health products for family members.
Busy professionals: Seek a convenient and time-saving way to purchase healthcare products.
Users in remote areas: Benefit from the accessibility of online services where physical pharmacies may be limited.
Elderly users: May have difficulty visiting physical stores.
These users have several key needs:
Convenience: The ability to order medications and health products from anywhere at any time.
Reliability: Assurance of the authenticity and quality of products.
Affordability: Access to competitive prices and transparent costs.
Privacy: Confidentiality in handling personal health information and orders.
Information: Easy access to product information, dosage, and usage.
Efficiency: A quick and easy way to find, order, and pay for products.
Trust: Confidence in the platform's security, reliability, and customer service.
My Project Objectives
My primary objective of this redesign project was to enhance the user experience of the MYDAWA app, focusing on key areas to improve usability, efficiency, and overall customer satisfaction.
My specific objectives included:
Improve Navigation and Information Architecture: make it easier for users to find products and services.
Streamline the Search Functionality: enhance the search feature to provide more accurate and faster results.
Enhance Product Overview Pages: provide comprehensive and clear information about each product.
Simplify the Checkout Process: reduce the number of steps and friction points in the checkout flow.
Optimize Payment Method Selection: offer a wider range of payment options and simplify the selection process.
Enhance Order Status Tracking: provide users with clear and timely updates on their order status.
Solution
Solution
My redesign addressed these problems with the following solutions:
Homepage Redesign:
Implemented a clean and intuitive layout with clear categories and prominent search bar.
Featured curated product selections and personalized recommendations.
Improved the visual hierarchy to highlight key information and promotions.
Enhanced Search Functionality:
Implemented predictive search with auto-completion and suggested keywords.
Improved search algorithms to prioritize relevant results based on user input and product popularity.
Added filters for category, brand, price range, and other relevant attributes.
Included voice search capabilities.
Improved Product Overview Pages:
Provided detailed product descriptions, including ingredients, dosage, usage instructions, and potential side effects.
Included high-quality product images and the ability to zoom in for closer inspection.
Added customer reviews and ratings to provide social proof and build trust.
Implemented a section for Frequently Asked Questions.
Streamlined Checkout Process:
Reduced the number of steps in the checkout flow.
Simplified forms with auto-fill and address validation.
Provided a clear order summary with all costs and delivery information.
Introduced guest checkout for new users.
Implemented a progress tracker to show users where they are in the process.
Expanded Payment Options:
Integrated a wider range of payment methods, including mobile money (M-Pesa, Airtel Money), credit/debit cards, and other popular local options.
Simplified the payment selection process with clear icons and descriptions.
Ensured secure payment processing with encryption and fraud prevention measures.
Added an option to save payment details.
Enhanced Order Status Tracking:
Provided real-time updates on order status, including order confirmation, processing, shipping, and delivery information.
Implemented push notifications and SMS alerts to keep users informed.
Included a tracking number and link to the delivery service for detailed tracking.
Added a section for order history.
Provided estimated delivery times.
Success Metrics
Conversion rate
Whether the percentage of users who complete a purchase increased.
Cart abandonment rate
Whether the percentage of users who add items to their cart but do not complete the checkout process reduced.
Search success rate
Whether the percentage of users who find the products they are looking for using the search function improved.
User satisfaction
Measured through user surveys, ratings, and reviews.
Customer support inquiries
A decrease in the number of inquiries related to navigation, search, checkout, and order status.
Average order value
Whether the average amount of money spent per order increased.
Task completion rate
The percentage of users who successfully complete key tasks, such as finding a product, adding it to the cart, and completing the checkout process.
Design
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