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How might we innovate the future of pharmacy?

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.


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


Card sorting

Street Intercepts



Journey Mapping

Service Design

Experience Design

Interaction Design


Brand Strategy



Design Thinking



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




What is Pharmacy?

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

Research Methods

  • Primary Research

    • Pharmacy Observations

    • Street Intercepts

    • Survey

    • Card Sorting

  • Secondary Research

Research Pharmacy Focus

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)

Holistic Pharmacy: A pharmacy where natural compounds, herbs, and herbal preparations are dispensed.

Digital Pharmacy: An app or website that connects customers to their pharmacies to refill and manage prescriptions and receive text alerts and pill reminders. 

Observational Research

We visited the pharmacies and observed people and their behavior, and how the pharmacies engaged the five senses.

Observation Locations 

  • Whole Foods

  • Walgreens (4)

  • GNC

  • Franklin

  • Dragon Herbs

  • Dr. Schulze

  • CVS (3)


Retail Pharmacy

Holisitic Pharmacy

Digital Pharmacy



Retail Pharmacy

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

          - Tiffany, 22, CVS, SF


Holistic Pharmacy

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

    - Carl, 33, Dragon Herb, LA


Digital Pharmacy

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

- Sara, 28, CVS App, SF


In a survey, we asked participants to list the words that come to mind when they hear the words health, medicine, and pharmacy. 


The results lead to a key finding: Millennials don't associate medicine and pharmacy with health, well-being, or a positive experience. 

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.

The results lead to a key finding: Millennials are willing to forgo speed for a personalized experience, which they find enjoyable. 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.

Key Takeaways:


Millennials are willing to forgo speed to get in-person information from a trusted source 


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


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 also prototyped the pop-up and digital experiences and we them with our target market.


Low-Fidelity Prototypes

We also prototyped the pop-up and digital experiences and we them with our target market.




We ran a couple Micro-Pilots to test some of the elements that were uncertain. The Micro-Pilots gave us key insights that informed the final solution.

Micro-Pilot #1


  • 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.

Micro-Pilot #2

We sent out 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.


Narrative Label


Scientific Label


Health Specialist's Name Tag