Solas - Redefining the community pharmacy
Project Timeline 19/02/24 -15/03/24
Service Design Project
The Brief
Pharmacies, ranging from local independents to major chains like Boots and
Lloyds, are facing increasing pressures to evolve. The drivers of this change are multifaceted: customers now demand more personalised and convenient services, technological advancements are reshaping the retail landscape, and competition is intensifying. To remain relevant and successful, pharmacies must adapt to these evolving dynamics, embracing innovation.
In collaboration with Accenture's The Dock, our aim is to delve deep into these challenges, understanding the underlying forces at play. We will leverage this insight to design and propose innovative solutions that not only address future needs but also anticipate future trends in community pharmacy. Our project seeks to blend strategic thinking with creative design, offering actionable strategies that pharmacies can employ to thrive.
Role
Eoghan Carr - UX Designer & Project Manager
Hannah Murphy - UX Designer
Amy Smith - UX Designer
As a class of 12 we worked as a team for the research & defined the stage of the process identifying 4 key areas of intervention, I was elected project manager for this stage of the process. After we broke off into 4 teams of 3 to develop a solution for our problem area in a 3-week sprint. I worked on this client project as part of my Master’s programme.
Discover
Secondary Research
User Interviews
Service Safari
Expert Interviews
Our Process
Define
Affinity Mapping
Empathy Mapping
Journey Mapping
Problem Statement
Develop
Service Blueprint
Information Architecture
Low-Fi Prototypes
Experience Prototypes
Delivery
UI & Branding
High Fidelity Prototype
Client Presentation
Pharmacist Feedback
Discover
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Discover 〰️
The Challenge
Pharmacies, ranging from local independents to major chains like Boots and Lloyds, are facing increasing pressures to evolve. The drivers of this change are multifaceted: customers now demand more personalised and convenient services, technological advancements are reshaping the retail landscape, and competition is intensifying. To remain relevant and successful, pharmacies must adapt to these evolving dynamics, embracing innovation.
In collaboration with Accenture's The Dock, our aim is to delve deep into these challenges, understanding the underlying forces at play. We will leverage this insight to design and propose innovative solutions that not only address future needs but also anticipate future trends in community pharmacy. Our project seeks to blend strategic thinking with creative design, offering actionable strategies that pharmacies can employ to thrive.
How might community pharmacies in Ireland evolve their offering today to win the consumer of the next generation of patients?
Research Strategy
To gain a deep understanding of the current challenges faced by community pharmacies and the evolving needs of Generation Z, we implemented a comprehensive research strategy. As the project manager, elected by my peers, I oversaw the entire research process while actively participating in various research activities. This multifaceted approach combines secondary research, primary research, and experiential research. By leveraging the strengths of our team, we were able to gather valuable insights from a variety of sources. Specifically, we conducted secondary research to identify industry trends and best practices. Simultaneously, we engaged in primary research activities, including street interviews, expert interviews with pharmacists, and service safaris to gain firsthand knowledge of customer experiences and pain points. Additionally, we conducted targeted interviews with Generation Z individuals to understand their preferences, behaviours, and expectations. This multi-pronged approach allowed us to develop a nuanced understanding of the problem space and inform the development of innovative solutions. At the end of our research process we presented our findings to the client.
Research Objectives
Understand the evolving needs and preferences of Generation Z customers.
Explore innovative solutions that leverage technology and personalized services.
Assess the impact of emerging technologies on the pharmacy industry.
Develop a vision for the future of community pharmacy in Ireland.
Key Findings
Following our comprehensive research, we identified four key themes that emerged as potential avenues for innovation in community pharmacy. These themes included:
Health 3.0: The need for more advanced and personalized support systems.
I Don't Know How This Works: The desire for simplified and accessible healthcare information.
The Anxious, Avoidant Generation Z: The unique challenges and preferences of young adults.
Meeting Users Where They Are: The importance of omnichannel experiences and flexible service delivery.
Our group specifically focused on the "Anxious, Avoidant Generation Z" theme, delving deeper into the psychological factors influencing young people's healthcare decisions and exploring strategies to alleviate anxiety and encourage proactive health behaviors.
Define
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Define 〰️
Who?
We are focusing on people in Gen Z who are suffering from anxiety. Anxiety is on the rise within Gen Z, since 2019 there has been an increase of 119% in the people who are feeling anxiety. With these figures increasing at such rapid rates we can only imagine how high these will continue to get in years to come.
Society is evolving so services must evolve too.
What did we hear?
Avoidant
Gen Z are anxious about directly interacting with the pharmacist. They experience fear of judgment. The idea of waiting in line or navigating a busy pharmacy environment heightens anxiety.
Why it matters
Gen Z health needs are left unattended too, leading to deteriorating health.
Understanding
Complex medical terminology or unclear side effects on prescriptions cause anxiety about taking medication correctly. Cost anxiety is also a factor.
Why it matters
Mental health conditions that require medication, avoiding pharmacies can prevent Gen Z from managing their symptoms effectively.
Privacy
Gen Z are particularly concerned about the privacy of their health information, especially when interacting with healthcare providers in a public setting.
Why it matters
Gen Z will opt out of visiting the pharmacy if they believe they will believe their personal info could be overheard by others.
“Sometimes i’d rather stay feeling sick than experience the anxiety of going to the pharmacy”
Anonymous co creation participant
Co-creation
To address the identified user needs of avoidance, lack of medical terminology understanding, and a desire for privacy, we employed a co-creation approach to gain deeper insights into user preferences. By engaging users in a collaborative workshop, we facilitated a discussion around their comfort levels with various touchpoints, including online and in-store interactions. We utilized a visual board to categorize user feedback into specific areas, such as prescription collection, information seeking, and consultation. This interactive method not only empowered users to actively participate in the design process but also provided valuable insights into their preferences, enabling us to develop a more user-centric service design. In addition to this co-creation activity, we also employed other ideation techniques such as sketching and brainstorming within the team to generate a wide range of innovative ideas.
Develop
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Develop 〰️
User Archetypes
Nervous Nick
Socially Awkward Sally
Shy Susan
To further refine our understanding of user needs and behaviours, we developed three archetypal user personas: Nervous Nick, Socially Awkward Sally, and Shy Susan. These personas were created to embody the key challenges and preferences identified during the research phase, such as anxiety, avoidance, and a lack of medical knowledge. By personifying these user types, we were able to gain deeper empathy and develop targeted solutions. These personas were instrumental in informing the subsequent development of service blueprints, enabling us to identify critical touchpoints and design experiences that cater to the specific needs of each archetype.
Our proposal
Our Service provides customers with a user centered approach with services to ease anxiety of the unknown, such as virtual walk throughs, no contact check in, anonymous medication collections and appointment based consultations. Pharmacies would use this service similar to how restaurants avail of ‘OpenTable’.
Key touchpoints and benefits
Pre-book consultations
Submit questions in advance
“Silent” appointments
Clearer medication information
Discrete packaging prepped in advance
Visual Guides
Create an inviting space
Staff selector
Help on knowing what to ask
We used storyboards to visually communicate our ideas to the client.
Service Blueprint
To visually map out the customer journey and identify potential service touchpoints, we developed a service blueprint. This living document was continuously iterated upon throughout the project, allowing us to visualize the interactions between the customer, staff, and systems. By mapping out the front-stage and back-stage activities, we were able to gain a comprehensive understanding of the service delivery process and identify opportunities for improvement. This collaborative tool facilitated effective communication and critical thinking within our team, ensuring that our proposed solutions were aligned with the overall service design.
Experience Prototype
To further refine our concept and gather user feedback, we created an experience prototype. This prototype simulated different touchpoints, such as at-home and in-pharmacy interactions, allowing us to observe how users navigated between these spaces and engaged with the proposed service. By setting up physical representations of these environments, we were able to gain valuable insights into user behavior and preferences. This iterative process of prototyping and testing enabled us to identify areas for improvement and refine the overall user experience.
Testing The Digital Service
To further refine our service concept, we initially explored the development of a dedicated mobile app. However, to ensure wider accessibility and immediate implementation, we opted for a more practical approach utilizing WhatsApp and a web app. By leveraging these existing platforms, we could reach a broader audience and provide essential services without requiring users to download additional software. Through simulated WhatsApp conversations, we tested the feasibility and effectiveness of our proposed solutions, gaining valuable insights into user experiences and iterating on the design. This approach allowed us to quickly validate our concept and identify potential pain points, ensuring a seamless and anxiety-reducing experience for users.
The Output
Deliver
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Deliver 〰️
How it works
To address the growing anxiety among Generation Z and their reluctance to visit pharmacies, we propose a service that offers a more accessible and personalized experience. By leveraging technology, such as web apps and WhatsApp, users can pre-submit questions, book silent appointments, and receive tailored information about their medications. This service aims to alleviate anxiety by providing clear communication channels, reducing the need for face-to-face interactions, and offering a familiar and predictable pharmacy experience. By breaking down barriers and creating a supportive environment, we hope to empower individuals with anxiety to seek the healthcare they need.
By designing for the specific needs of individuals with anxiety, we can create a more inclusive and user-friendly experience for everyone. This approach, often referred to as inclusive design or universal design, prioritizes clarity, simplicity, and predictability in user interfaces. By reducing ambiguity and uncertainty, we can alleviate anxiety for those who experience it while simultaneously enhancing the overall user experience
Storyboard Examples
Project Images
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Project Images 〰️
Reflections
Strengths:
Strong Research Foundation: A robust research approach led to the identification of a significant user need: the anxiety and avoidance experienced by Generation Z when interacting with pharmacies.
Innovative Solution: The proposed solution, leveraging technology to provide a personalized and accessible pharmacy experience, is both innovative and practical.
User-Centric Design: The co-creation workshops and iterative prototyping process ensured that the solution was designed with the user's needs at the forefront.
Areas for Improvement:
Technical Depth: Further explore the technical implications of the solution, particularly in terms of data privacy, security, and scalability.
Long-Term Impact: Conduct additional research to assess the potential long-term impact of the solution and identify opportunities for future development.
Refinement of Touchpoints: The check-in touchpoint could be further optimized by exploring the use of technology, such as QR code scanning, to streamline the process and reduce anxiety.
Future Directions:
Pilot Implementation: Conduct a pilot study to test the feasibility and effectiveness of the solution in a real-world setting.
Scalability: Explore strategies to scale the solution to different pharmacy settings and geographic locations.
Continuous Improvement: Continuously monitor user feedback and iterate on the design to ensure optimal user experience.