02 / CASE STUDY

Redefining the Patient Experience

Redefining the Patient Experience

Redefining the Patient Experience

Building the vision for a more guided, personalized customer journey

MY ROLE

Design Leadership · Experience Strategy · Product Strategy

I led two designers and one researcher in defining and validating a patient-centered digital experience vision.

THE CHALLENGE

Digital-first pharmacies were raising patient expectations, while our fragmented experience struggled to compete and retain customers.

MY ACTION

I established a research-informed experience strategy, aligned cross-functional partners around a shared vision, and translated it into an executive business case and actionable roadmap.

I established a research-informed experience strategy, aligned cross-functional partners around a shared vision, and translated it into an executive business case and actionable roadmap.

THE OUTCOMES

A validated vision. A path to delivery.

A validated vision. A path to delivery.

A validated vision. A path to delivery.

Patient-validated

Tested the vision with patients and evolved it through a rebrand.

Business case

Built and presented the executive pitch to support organizational alignment.

Shippable roadmap

Translated the vision into work the organization could prioritize and ship.

CONTEXT + OPPORTUNITY

A changing market demanded a different approach to care.

With the digital pharmacy market projected to grow at a 20% CAGR through 2030, competitors were raising expectations for convenient, guided, and personalized care. Our experience needed to evolve to remain competitive.

With the digital pharmacy market projected to grow at a 20% CAGR through 2030, competitors were raising expectations for convenient, guided, and personalized care. Our experience needed to evolve to remain competitive.

The Competition

Personalized, guided, and built around the patient journey.

Our Experience

Fragmented, feature-driven, and organized around functions rather than journeys.

THE STRATEGIC SHIFT

From disconnected pharmacy features to a guided, personalized care journey.

01/ DEFINE PRINCIPLES

Creating a shared foundation for the patient experience.

I led the team in translating market insights and patient needs into five experience principles that would guide our design decisions and establish a consistent direction for the future pharmacy experience.

I led the team in translating market insights and patient needs into five experience principles that would guide our design decisions and establish a consistent direction for the future pharmacy experience.

EXPERIENCE PRINCIPLES

FOCUSED · GUIDED · WARM · TRUSTED · PERSONAL

TRANSLATING PRINCIPLES INTO DESIGN

We translated the experience principles into a visual direction built around clear hierarchy, generous whitespace, approachable interactions, and more prominent guidance.

02/ RESEARCH

Putting our experience principles to the test.

I guided the team in developing and testing three design concepts against the existing experience to understand which approaches best delivered on our experience principles without compromising usability.

Concept A

Best overall, but weaker on key attributes.

Best overall, but weaker on key attributes.

Concept B

Strong on attributes, but had usability concerns.

Strong on attributes, but had usability concerns.

Concept C

Strong on attributes, but felt overwhelming.

Strong on attributes, but felt overwhelming.

KEY TAKEAWAY

Build on what worked. Bring the best of each concept together.

Testing revealed that Concept A offered the strongest foundation for usability, while Concepts B and C introduced qualities patients valued. I guided the team in combining those strengths into a clearer, more personalized experience.

03/ BRRAND ALIGNMENT

Navigating change without losing design direction.

Navigating change without losing design direction.

When a company rebrand emerged mid-project, I aligned design and marketing around a shared visual direction while preserving our experience principles.

When a company rebrand emerged mid-project, I aligned design and marketing around a shared visual direction while preserving our experience principles.

04/ EXECUTIVE ALIGNMENT

Turning the vision into a business case.

I connected the experience vision to patient, associate, and business outcomes to build executive support for a more guided, personalized pharmacy experience.

PATIENTS

More personalized care

Guided journeys

Proactive support

Improved adherence

ASSOCIATES

Easier patient support

Reduced support burden

Confident app referrals

BUSINESS

A stronger digital offering

Increased loyalty and adoption

Competitive differentiation

Revenue growth potential

05/ ROADMAP

Making the vision actionable, one experience at a time.

I translated the long-term vision into incremental priorities, aligning partners around work that could establish the foundation, expand the experience, and enable personalization over time.

Now

Build the foundation

Next

Refine and expand

Later

Enable personalization

RESULTS

The vision moved from concept to commitment.

The vision moved from concept to commitment.

The vision moved from concept to commitment.

The work established a shared direction for patient-centered digital care and secured a place for priority experiences on the product roadmap.

STRATEGIC OUTCOME

A foundation for more personalized, guided care

A foundation for more personalized, guided care

A foundation for more personalized, guided care

STRATEGIC PROGRESS

From vision to actionable priorities.

01

Near-term foundation

Established foundational experiences to support the broader vision.

02

Core experience evolution

Defined opportunities to simplify and connect key pharmacy journeys.

03

Long-term personalization

Created a direction for more proactive, personalized patient care.