Farmako Checkout
User Experience
User Interface
User Research
Team
Saksham Kashyap, Ankita Kashyap, Shivam Maan, Anandu Gopal
duration
3 months
overview
Farmako is a 30-minute medicine delivery startup that focuses on providing quick and reliable access to prescription and over-the-counter medications. The service operates through a user-friendly app or website where customers can upload prescriptions or browse medicines. Farmako’s core value proposition is its rapid delivery time, ensuring that medicines reach customers within 30 minutes, making it highly convenient for those who need timely access to healthcare products. In my role, I initiated and led a comprehensive redesign of the entire product’s navigation and visuals while taking care of crucial areas that were causing friction for the users and one of those areas is the checkout page.
constraints
Chat-Centric Notifications: The existing system relied heavily on pharmacist-user chats for crucial notifications.
Cart-Based Verification: Pharmacists could only verify entire carts if all medicines had prescriptions; partial cart verification was not possible.
identifying the problem
Monitoring the pharmacists' communication portal revealed several user complaints:
Prescription Upload Issues
Users struggled to upload prescriptions, often submitting images of medicines instead of valid prescriptions, indicating a lack of understanding of what constitutes a valid prescription.
Distinguishing Medication Types
Difficulty in differentiating between prescription-required and non-prescription medicines.
Checkout Frustrations
Challenges during the checkout and prescription verification process, with some users unaware that free consultations were available to obtain necessary prescriptions.
Lack of visibility on doctor consultation
Even though we provide doctor consultation, users with no prescriptions dropped out of the app instead of going for consultation indicating the components lack of visibility.
User segmentation
Users are divided into 2
👩🏻💼
Informed users
Those with prescriptions or prior knowledge of required medications.
🤷🏻♀️
Uninformed users
Individuals aware of their symptoms but lacking a diagnosis or knowledge of appropriate medications.
Research and insights
Our research included competitor analysis and user interviews, revealing that some competitors offered 6–10 hour delivery times, allowing users to place orders and make payments without immediate prescription verification. These companies conducted doctor consultations within the delivery timeframe, often prescribing medications based solely on user selections, raising ethical concerns.
Farmako's infrastructure differed significantly, necessitating a unique solution.
User navigation
Users who know what medicines to get
through search/exploring
Users who know what medicines to get
by uploading prescription
Problems
Distinguishing Medication Types
Difficulty in differentiating between prescription-required and non-prescription medicines.
Checkout Frustrations
Challenges during the checkout and prescription verification process
SOLUTION
1
Pharmacist chat icon is on the header since user shouldn’t miss messages from the pharmacist at any point- user can access chat easily
1
Active
Default
2
Integrated the prescriptions as a bottom sheet since its a crucial factor in the ordering process
3
Pay now deactivated until user verifies prescription
4
Rx tag with vibrant colours which help users distinguish between prescription required and non prescription required medicines
checkout layout
UPLOAD PRESCRIPTION
1
Tags with icons and text providing the state of uploaded prescription
2
Provided timer with averge time taken to verify prescription- keeps user informed.
3
Collapsed prescription bottomsheet state with tags for quick info
Verification failed
Verified
5:00
Remaining
UPLOAD PRESCRIPTION PROCESS
User has a valid prescription
Problems
Lack of visibility on doctor consultation
Even though we provide doctor consultation, users with no prescriptions dropped out of the app instead of going for consultation indicating the components lack of visibility.
SOLUTIONS
1
Doctor consultation accordion component with highlighted colours to gather user attention but at the same time subtle enough to not stick out too much
2
Quick guide on how to get a free prescription
Doctor consultation
Doctor consultation states
Problems
Prescription Upload Issues
Users struggled to upload prescriptions, often submitting images of medicines instead of valid prescriptions, indicating a lack of understanding of what constitutes a valid prescription.
SOLUTIONS
1
Pharmacist badge changes
2
Message from pharmacist highlighted
3
Verification failed tag
User has an invalid prescription
pharmacist assist
User can upload a valid prescription and the pharmacist will add all available medicine to cart and direct user to checkout
Upload prescription flow
1
Upload prescription flow user entry point
2
Valid prescription guide button
3
Portals with tags notifying user about the prescription verification and cart states
VALID PRESCRIPTION GUIDE
Portal states for consultation, prescription and pharmacist notification