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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 acted as the health specialist during the micro-pilot, so I spoke directly to participants. We engaged 10 participants in micro-pilot #1.



  • 30% more participants were interested in learning more based on the narrative labeling​ than based on scientific labeling

  • 70% of participants were interested in learning more based on conversations with a health specialist wearing a name tag with her title on it or with the health specialist wearing an apron.


  • 68% of respondents trust narrative messaging


Micro-Pilot #2



  • If we offer a scientific and a narrative message, more customers will trust and be interested in the product with the scientific message.

We put together a survey to test if millennials would trust Well Bar to provide effective wellness products through our messaging and label. We presented a photo of the product next to the narrative label and scientific labels shown above. Participants chose 5 on a scale of 1-5, indicating they would love to learn more, then it'd be indicative of their trust. We engaged 25 urban millennial participants in Micro-Pilot #2.

The Micro-Pilots gave us key insights that informed the final solution.





Well Bar is a wellness pop-up shop that enables urban millennials seeking fun, personalized, and trustworthy wellness options to meet with a health specialist, sample flavors, and play to create a custom health mix, empowering them to remain healthy without pharmaceuticals.


Well Bar Storyboard

Well Bar Journey Map

The signature moment was during the interaction where the customer pours their custom health mix boosts through funnels, layering the different boosts to create a unique, layered design that's all their own. The end result was Instagramable, as well.


The 60s-80s, people were finding new ways to creatively express themselves and the El Marko commercial, along with the "marks anywhere on anything" messaging is credited for inspiring early graffiti artists.

El Marko leverage the aspirations of being a hero, expressing oneself, and making your mark. 

theprimary message, shown below, also brings to mind a connection to Zorro.

Well Bar Branding

I came up with the name, Well Bar, and I worked with a teammate on the brand strategy and architecture. We selected warm colors to bring happiness and joy and we used an organic typography to hint at being a natural wellness brand.


Well Bar Instagram​ 

We thought if it were a real pop-up, they'd have a social media presence so we made an Instagram account for Well Bar and we each had fun contributing to it. @WellBarSF


Design + Physical Build

I designed the cart with a teammate and then the whole team worked together to build it.


I acted as the Health Specialist during the experience. Below are customers going through

the Well Bar experience.


Well Bar Digital Experience

Well Bar Digital Experience

Well Bar Digital Experience

Play Video


Well Bar Details


Testimonial by a Pharmacist