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Experience + Service Design

How might we innovate the future of pharmacy?



What is Pharmacy?

The art, practice, or profession of preparing, preserving, compounding, and dispensing medical drugs. (


Team Hypotheses

  • Millennials find pharmacies unpleasant

  • Millennials want a personalized experience

  • Millennials experience physical, language, and accountability barriers at pharmacies

  • Millennials find pharmacies inconvenient

  • Millennials do not associate being healthy with medicine and pharmacies

Research Methods

  • Primary Research

    • Pharmacy Observations

    • Street Intercepts

    • Survey

    • Card Sorting

  • Secondary Research

    • History Research

Research Pharmacy Focus

Observation Locations 

  • Whole Foods

  • Walgreens (4)

  • GNC

  • Franklin

  • Dragon Herbs

  • Dr. Schulze

  • CVS (3)

Pharmacy Observations



Course: Experience Studio - MBA in Design Strategy, CCA

Instructors: Elizabeth Glenewinkel + Justin Rheinfrank of Salesforce Ignite


I worked collaboratively on a team with three classmates throughout the project. I took on the Health Specialist role in our micro-pilot and final review. This involved coming up with a dialogue and interaction to evoke trust. I also took the lead in shaping the look and feel of the pop-up experience and crafting the flow. 


I came up with the name, Well Bar, and I worked with a teammate on the brand strategy and architecture. In addition, I sourced the jars, the powders that we used to represent our health boosts, and the smoothie samples we offered to customers to taste and select their flavor choice.



Card sorting

Street intercepts



Journey mapping

Design thinking

Experience Design

Service Design


Brand Strategy



Opportunity frameworks



Millennials want a joyful and personalized preventive health experience, but lack options that provide delight and trust.​

Project Requirements:

  • Craft an experience that engages three or more senses

  • Build a pop-up shop within an 8' x 4' x 8' space

  • Include a retail transaction

  • Incorporate both physical and digital element


Busy, professional urban millennials (ages 20-36) who want preventive care and seek delightful experiences.


Retail Pharmacy

Holisitic Pharmacy

Digital Pharmacy


Retail Pharmacy

"An independent pharmacy, a supermarket pharmacy, a chain pharmacy or a mass merchandiser pharmacy having a state license to dispense medications to the general public at retail prices as a pharmacy. (Source)

"I like grocery stores that have pharmacies in them, much more convenient."

- Tiffany, 22 yrs old, CVS


Holistic Pharmacy

A pharmacy "using herbs and herbal preparations to maintain health and to prevent, alleviate, or cure disease." (Source)

"It's a real luxury experience every time I come here."

- Carl, 33 yrs old, Dragon Herb, LA


Digital Pharmacy

"I like accessing my medication through my app. It’s fast and convenient."

- Sara, 28 yrs old, CVS App User

Digital Pharmacy Observation Summary:

  • Customers value convenience use digital pharmacies

  • People want to avoid the going to the pharmacy

  • People trust the app even with no in-person connection

  • Customers must trust their delivery logistics to use the app


In the survey, we asked what comes to mind with the words health, medicine, and pharmacy.


The following are the words that come to mind for respondents:


  • Good Shape

  • Nutrition

  • Well-being

  • Physical


  • Pills

  • Curing Ailment

  • Bad Taste

  • Imbalance

  • Correction


  • Lines

  • Slow

  • Prescriptions

  • Drugs


This lead to a key finding: Millennials don't associate medicine and pharmacy with health,

well-being, or a positive experience. This was a critical find that informed the end solution.

Card Sorting Exercise

We created cards that listed key words from our survey respondents on what was most important in a pharmacy, Cleanliness, Trustworthy, Speediness, Location, and Hours, and asked participants to prioritize and sort the values for Retail Pharmacy, Holistic Pharmacy, and Digital Pharmacy. The goal was to test whether the values held up across pharmacy typologies or if they were different for different pharmacies.


This lead to a key finding: The values the participants had prioritized for Holistic Pharmacy was the inverse of the prioritization for Retail and Digital Pharmacy. 

  • Participants prioritized Trustworthy at the top and Speediness at the bottom for Holistic Pharmacies. They were willing to forgo speed for an enjoyable, personalized experience.


Key Insights from Research


  • Location, speed, convenience and hours of operation are the top three decision drivers when choosing a pharmacy.

  • Millennials prefer to go to pick up prescriptions, while out buying other things.

  • Pharmacy trends are moving toward leveraging technology to enable fast delivery.


  • In the survey, there were many negative words associated with pharmacy. However, there were positive words associated with health.

  • Very few people associated health with pharmacies - and when associated it was more focused on a lack of health or using medication to cure an ailment.

  • Millennials find Holistic Pharmacies more enjoyable and are willing to spend more time there.

  • The current retail pharmacy journey is an entirely negative experience.


  • Millennials are looking for personalization and a more personal experience.

  • Millennials are willing to spend more time on personalized experience or to get information.



Synthesizing our research, we crafted journey maps and developed frameworks to look for patterns and opportunities. We had several brainstorm ideation sessions to look at the challenge through different lenses. 




As we iterated, we developed over six storyboards for our concepts, which we reviewed with our target market to see if they had potential.


We crafted low-fidelity prototypes of the pop-up and digital experiences:



We ran a couple micro-pilots to test some of the elements that were uncertain.

Micro-Pilot #1


Narrative Label


Scientific Label


Health Specialist's Name Tag



  • If we show the products with a scientific label and a narrative label, more customers will trust and be interested in the product based on association with the scientific label.

  • If the specialist has a scientific dialogue (wearing a name tag) and a narrative dialog (wearing an apron), people will trust the scientific conversation more.

We went to the Ferry Building and California College of the Arts to test if urban millennials would trust Well Bar to provide effective wellness products through our packaging and educated health specialist. If the participants said, "yes, I'm interested in learning more" after viewing our products, labels, and speaking with the Well Bar Health Specialist, then it'd be indicative of their trust. I