JACLYN DAB
WELL BAR
Experience + Service Design + Brand Strategy
How might we innovate the future of pharmacy?
Well Bar is a wellness pop-up shop designed to enable 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. Well Bar empowers them to remain healthy without pharmaceuticals.
Target Market
Course: Experience Studio - MBA in Design Strategy, CCA
Role:
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I took the lead in shaping the look and feel of the pop-up experience and crafting the flow.
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I came up with the name, Well Bar, and I worked with a teammate on the brand strategy and architecture.
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I took on the role of Health Specialist in simulating our experience with customers.
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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.
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I worked collaboratively on a team with three classmates throughout the project.
Tools/Frameworks:
Surveys
Card sorting
Street Intercepts
Storyboards
Micro-Pilots
Journey Mapping
Service Design
Experience Design
Interaction Design
Prototyping
Brand Strategy
InVision
Construction
Design Thinking
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.
What is Pharmacy?
The art, practice, or profession of preparing, preserving, compounding, and dispensing medical drugs. (Merriam-Webster.com)
Research Methods
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Primary Research
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Pharmacy Observations
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Street Intercepts
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Survey
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Card Sorting
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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.
Retail Pharmacy
Holisitic Pharmacy
Digital Pharmacy
Survey
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:
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.
Trust
Millennials are willing to forgo speed to get in-person information from a trusted source
Happiness
Millennials find Holistic Pharmacies more enjoyable and are willing to spend more time there.
Personalization
Millennials are willing to spend more time on personalized experience or to get information.
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.
Narrative Label
Scientific Label
Health Specialist's Name Tag
Micro-Pilots
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.
Well Bar Storyboard
The storyboard illustrates the Well Bar Pop Up Experience.
Key Insights from the Micro-Pilots that informed the final solution
Insight
Millennials want to know more about the Health Specialist’s background
Impact
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
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 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.
Well Bar Digital Experience
Testimonial by a Pharmacist
A guest of a classmate was a pharmacist and was impressed and raving about Well Bar. Watch her testimonial.
Well Bar Testimonial by a Pharmacist
