Service Design – Pharmacy Experience

I come here today to share my first experience in the Service Design area. The request came not from any client, but from an application exercise for a job, which was done about 2 weeks ago. Although the job offer no longer exists and has been extinguished, this exercise was worthwhile to take the first steps in this area that you can hear so much.
The goal was to design a digital experience for customers in pharmacies in Portugal. The exercise had to address some premises such as:

Customer recognition;
– The customer has access to digital technology;
– Exist self-service option;
– Contact with campaigns and promotions;
– Circulation by the pharmacy, allowing access to the products on the shelves;

Having these points to address, I first had to put myself in the shoes of the client and user to know what their goals, frustrations and fears might be. Nothing is better than defining personas to define the needs of the client / user. I defined 2 personas, one of them was an old person and another younger, mother of 2 children.

personas-pharmacy-katia-amaro


Although I know that older people are not the most frequent public told by statistics, I chose to move forward to be a representative of a more vulnerable group of the population.
The other person was a person of about 30 years who works and already has family responsibilities, that has more contact with the technology and has a more fulfilled life.
I then defined for each of them a profile associated with the experience in a pharmacy.

Persona No.1        

Name: Júlia Sousa – 73 years old

Characteristics:  Reformed  

Goals
Buy drugs and meds
– Likes to leave home

– Likes to have a little chat with the pharmacy staff;
– Likes to receive technical advice

Frustrations
You are afraid of being on your feet for a long time;
You are afraid of not communicating very well when you need an over-the-counter medication;

 

Persona Nº 2 Teresa Almeida  – 29 years old
Characteristics: Teacher, mother of 2 children

Goals
You must buy medicines regularly for your children;
Likes technology to make life easier
Likes services to be fast
Like advice to find the best products for your children;

Frustrations
You are afraid of taking too long;
He prefers to do the shopping alone, with the children he becomes more painful;
Sometimes he forgets his wallet;
He hates to walk with the receipts in his suitcase, until it is opportune to enter a pharmacy;

 

The personas defined goals and fears made it possible to create new ideas and concepts for a pharmacy experience. These data were based on my own experience in pharmacies and on the observation of other clients. Some research was done too, but it was not deep, nor data-based, since I did not have access to them.

From here I wrote some ideas on paper and did some schemas and some flows that helped me define the characteristics of my ideas.

FullSizeRender (1)

With the ideas on paper, I found it difficult to present the ideas clearly and demonstrate the sequences of experiences. I did some research and came across some online examples that helped me build and present the customer experience process.

I felt the need to represent them with images, accompanied by the description of each moment.


The result was this visually:

IMG_5977

IMG_5978

The results of the experiments consisted in 3 types:

1 – The Traditional Experience. (Person 1-2)

experiencia-tradicional

ENTRY
Time to enter the pharmacy
ATTENDANCE
Clients are approached by an employee with a tablet who checks the customer through the name or fingerprint. This one allows for more accurate authentication.
Here the employee analyzes the request by scanning the prescription or indicating the drug or product that the customer is looking for.
PRE-WAITING
The customer is assigned a password by the employee who is with the tablet.
WAITING
While waiting for the turn the customer can circle the store or can sit in a chair while waiting. Probably the chairs will be used by more vulnerable users, such as the old people, pregnant women, people with motor difficulties or adults with children on their lap.
While waiting, there are televisions with presentations of promotions and campaigns;
PURCHASE
At the time of payment, the customer can use the traditional method (money, card payment …) or associated with his account, the payment can be charged later digitally, with the account associated with the credit card, paypal …
GOOD BYE
In the act of farewell, the employee reinforces his attention to the user asking if he knows how to administer or if he needs some more advice.
2 – The Self-Service Experience (Persona 2):

experiencia-selfservice

ENTRY

Time to enter the pharmacy
PHARMACY EXPLORATION
Moment of exploitation of the pharmacy in search of the product. It will be more the zone of parapharmacy products. There would always be an employee who is circulating if someone needs support.
PRE-WAITING
The customer is assigned a password by the employee who is with the tablet.
WAITING
Does not exist / short;
PURCHASE
At the time of purchase the customer makes payment through a self-service system. The employee who is circulating through the store can support the customer in the machine.
OUTPUT
The customer comes out satisfied because he quickly makes his purchases without delay.
3 – Experience with an App (Person 2):
experiencia-app
LOGIN
Login zone of the user with previous registration of the same.
UPLOAD OF REVENUE
Scan of the recipe, through the automatic application is associated with the user.
CODE
After the scan, the user receives a pickup code or can even pick up the order through the fingerprint.
INPUT
After the scan, the user receives a pickup code or can even pick up the order through the fingerprint. Here you receive notifications on your mobile phone with the promotions and campaigns in effect at that pharmacy.
WAITING
While waiting for the turn the customer can circle the store or can sit in a chair while waiting. Probably the chairs will be used by more vulnerable users, such as the old people, pregnant women, people with motor difficulties or adults with children on their lap.
While waiting, there are televisions with presentations of promotions and campaigns;
PURCHASE
In the act of payment the customer can make the payment through the traditional method (money, card payment …) or associated to his account, the payment can be later charged digitally, with the account associated with the credit card, paypal …
 
GOOD BYE
In the act of farewell, the employee reinforces his attention to the user asking if he knows how to administer or if he needs some more advice.
In these 3 experiences I was able to cover the previous premises, giving the client a personalized, technological, proactive, fast experience without losing the best that the traditional one has.
I don’t think the ideas are too complicated to implement, perhaps the fingerprint issue is the most delicate in terms of keeping data and ethical issues.

Although I am exposing my ideas and the risks involved, I would like to present them to the world and contribute to the well-being of people and their experiences.
In an age when traditional buying is dying, we have to come up with new ideas to keep it alive!
Advertisements