WANDERING THROUGH BRAIN, SKETCHING THROUGH WORD
By Gabriela Anastasia
Overview
Goapotik.com is a digital platform especially for pharmacy products. It has been 2 years since I created the old design. For this time, I decided to create a new concept and new features to support the updated needs from our stakeholders and also based on our recent research.
Role
Product Designer
Conceptor, User Research, Interaction, Visual Design, Prototyping & testing
Duration
6 Month
1 month of Research
3 month of Design
2 month of testing
Background
I joined GoApotik.com 3 years ago as the only one product designer. I support designing every aspect for the product.
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As a single fighter I’ve been learning so many things as well as solving every problem.
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Some that I’ve been initiated and create which I have listed below
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• Implemented a User Research. This has helped our team to understand the true needs from our customer and also the product to find more clarity.
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• Establishing a design system. This could helped our developer team to conduct the product more agile.
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• Content idea for business needs. This has helped the other departments such as business and marketing.
Problem
There are tons of problems that we have been dealing with for the past 2 years with our old design. But I’ll just want to list 3 major problems that we’re working to fix in the new design.
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• Too old to be Attractive. The old design and feature is no longer relevant for our current target market.
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• Too Concervative to be Innovative. Our business is always growing as well as the features and the old features are not in accordance with the needs of our business team.
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• Too Stiff to Thrive. Our product system is not flexible enough to change every feature as desired as our needs.
Research
Conducting research within a limited time gives us a challenge to solving this problem appropriately. Another issue was, I was the only person who took responsibility for this task.
Goals
Instead of giving a statement for our goals, I tried to use a question to make a deep understanding for the real goals.
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• What support is desired when our customer wants to buy a medicine?
• What kind of digital promotion tools activities are suitable for our customer?
• What kind of needs do they usually search from the health platform?
• Do they really need the prescription features?
• Does the location of the seller matter for them?
• What kind of medical platform is the customer comfortable to use?
Methods
I am conducting research with several methods that I think would be beneficial not only for the product design, but also for the business and marketing needs.t
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• UX Interview
• Focus Group
• Survey
• Usability Testing
Findings from interview & survey
Key Insight
Digital Stimulation
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• As they tend to spending time on the device we decided to change the concept to be more light and fun, also we put the article features to entertained their needs for health information
• In the business area, we created more page content for promotion, gamification and point rewards for our loyal customers.
Human Interaction
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• Our customer always wants to do consultation through doctors related to the medicine. So we provided a Doctor’s consultation features
• We provided a help center for the customer so they can find every answer
without wasting their time in the waiting list of our customer services.
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• Also we've had created a medicine reminder, so our customer would feel
care for, when they're facing a hard time.
Building Empathy
User Persona
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I defined the three target group profiles Tyas (Art Director, 29), Mona (Student, 22) and Adie (Account Director, 40) based on the quantitative and qualitative data from interviews and surveys. Through this user persona result I can set the needs and the objective of the product.
Customer Experience Map
Before I created an experience customer map, I tried to do a simple mental model through the persona behavior while they're sick. From there, I could find clarity to create the customer map journey.
Through customer maps I can implify the journey of our customer as well as their possibility of facing the difficulties of the product. Therefore, this could help me to set the appropriate experience for our product.
User Flow
After the customer journey, I composed the potential user flow to be more detailed into the use of an application behavior.
Wireframe
From that, I began to draw the wireframe manually just because I loved to draw it manually. I skipped to create a clickable wireframe because I don’t have much time and manpower to do that.
Hi-Fidelity Prototype
I spent most of my working duration to create this Hi-fid prototype. Here's the detail
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• 477 pages in total
• 29 modules
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Which included
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• Iconography
• Illustration
• Copywriting
• Features & Content
• Graphic (for some purposes)
Conclusion
In the medical world we have to understand the situation of the customer. There're a lot of psychological and environmental aspects involved in the behavior. Especially when it comes to urgency matters. Through our research, we find out that there's two words that can describe all of the results. It's Fast & Cheap!
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GoApotik.com tried to do the best to provide all of the needs of people along with other essential needs.
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If there was more time and manpower available…
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• We can conduct more detail (each module) in research and also take more deep understanding through mental models and user experience maps.
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• We can maximize the prototyping process.
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• We can testing properly before we launch it
Learnings
#1 Research is a MUST
I tried to design without data. Because of the demand of the deadline from my leader. But, somehow I got overwhelmed. After that I tried to give them understanding for conducting a small research. After seeing the result, their perspective is changed and the product gets a lot better than before, both in the experience and business.
#2 Be more flexible is better than being an idealist
Yes, I am an idealist. But when my journey in this project began, I realized that I have to be in the other shoes both in customer and my company. So, I learn to listen and be a bridge for those two instead of being an egoist designer.
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#3 Don't be perfectionist, Be responsible
I would say that I'm a perfectionist person, but it doesn't do any good to my work. It's just ruined my work! So, I learn how to do the best I can to achieve the goals. Because I know that my design will always get better day by day and not going to be perfect instantly.
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Kindly check the live production here http://www.goapotik.com