Experience + Service Design
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.
Millennials want a joyful and personalized preventive health experience, but lack options that provide delight and trust.
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. (Merriam-Webster.com)
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.
We visited the pharmacies and observed people and their behavior, and how the pharmacies engaged the five senses.
"I like grocery stores that have pharmacies in them, much more convenient."
- Tiffany, 22, CVS, SF
"It's a real luxury experience every time I come here."
- Carl, 33, Dragon Herb, LA
"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.
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.
PROTOTYPE + VALIDATION
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.
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.
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.
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.
Health Specialist's Name Tag
"A more neutral color would be more natural and trustworthy, not sure about this blue color." - Kim, 34
"How much portion do I need? How do I know what is right for me?" - Ishan, 36
"The narrative seems more personal and easier to connect to." - Andrew, 30
"This information [scientific] presents it in a scarier way."
- Pooja, 28
"How do I know this is personalized to me? Does it use biometrics or is just recommendations for everyone?" - Mark, 33
"If I am mixing this into food, I don’t want it to have a flavor." - Kim, 34
Key Insights from the Micro-Pilots that informed our final solution
Millennials want to know more about the Health Specialist’s background
The Health Specialist will wear a name tag with their title
Create narrative messaging and have the Health Specialist wear an apron for a approachable yet trustworthy appearance
There's a deeper connection with the narrative messaging and Health Specialist wearing an apron
Millennials preferred a more natural looking product. The candy colors were "cute", but not something they felt appetizing when mixed with their food
There were questions about how much to take for their individual health needs
There were questions about how much to take for their individual health needs
Interest in using biometrics to get accurate reading on health status
Curious about a flavorless options in case people want to mix it with flavorful foods
Focus on developing a product that looks more natural in color and texture
Incorporate a dosage for individuals to know how much to take
Consider a biometric scan to provide further personalization, in addition to a Health Specialist's knowledge
Add flavorless option to our menu
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
The storyboard illustrates the Well Bar Pop Up Experience.
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.
Well Bar Branding
I came up with the name, Well Bar, and the positioning statement. I worked with a teammate on the logo and we selected warm colors to bring happiness and joy. 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 + Build
I designed the cart with a teammate and the whole team worked together to build it.
Well Bar Pop-Up Experience
I acted as the Health Specialist during the experience. Below, my professor and a guest critic are going through the Well Bar experience. You can see them interacting with the Health Specialist, getting their scan results, tasting the flavor options, and creating their custom health mix.
Well Bar Digital Experience
The digital experience was created in InDesign and InVision. The experience begins with a health scan of chip embedded in us due to the trend in quantified selves, we see this as a possible future. However, health-scans with out chips are possible with technology today, and we believe they'll be more commonplace in the future.
Testimonial by a Pharmacist
A guest of a classmate was a pharmacist and was impressed and raving about Well Bar. Watch her testimonial.