An evaluation of ‘Saved for Later’ user flow of PharmEasy.
All stories have a problem, so here’s another one that has its own problems, and solutions.
It all starts with my group in UX Mastery by UX Anudeep being chosen to work on the PharmEasy app. PharmEasy is an e-pharmacy app that sells medicines, diagnostics and telehealth online.
As designers do when working on a project, my group and I sat and found problems we thought could use a change. The one I worked on was the flow for reaching ‘Saved for later’ page. The basis of my problem was that opening the ‘Saved for later’ page was tricky to find for people.
The business metric this problem targets is the ‘conversion metric’. I chose this because I thought the feature could increase the number of purchases in the app.
For my excitement's sake, let me show you what my final flow looks like before we go deeper in.
After deciding on the problem statement
I decided to make take major parts of the user flow that exists and tried to understand it page by page. Starting with heuristics, the heuristics that these pages did not portray properly in the flow was ‘Consistency and Standards’. Each page had its own severity level that I decided based on my understanding.
After this, I moved on to secondary research. For this I used the help of ChatGPT. As ChatGPT led me to links concluding that, ‘the feature Save for later likely to increase purchase by 9.5%’ and that ‘Save for later feature increases retention rate by 120%’.
Besides this, I also did competitive analysis with apps that had a flow for ‘Saved for later’ such as NetMeds, Myntra, Nykaa.
After Secondary research, I moved on to Primary research where I interviewed few people to see if the users were indeed having trouble with finding the ‘Saved for later’ page.
To do that I made the following checklist of things that I need to get a confirmation on from the user.
Questions I asked
Probing questions
Have you used PharmEasy or any other Pharma app?
Have you used the save for later feature on any of those apps?
Tasks
Add a product to save for later
Find option to save for later
What to observe
Can they easily find the saved for later button in the app
The result of my research showed that the Users indeed had trouble finding the ‘saved for later’ button, otherwise known as the ‘heart icon’. While they could figure out the flow eventually, it took them some time.
After the results of research
I did some mood boarding. In which I took apps like NetMeds, Myntra, Amazon, Nykaa in consideration. The reason for taking these apps in consideration was that they had ‘save for later’ flow in their app.
With these apps in mind, I sketched out a couple of screens for a better understanding of the direction I wanted to take.
What I changed and why
In the following pictures, you can see what changes I made in the existing screens and why I made those changes. On the left is the current page and on the right is the change I made in that page.
Final changes in design
After I had done User testing with the above shown changes. It validated my research statement. Users found the ‘Saved Items’ page faster. Most of them could find more than 2 user flows to reach to ‘Saved Items’ page.
However, a part of the research showed that people above 50 who didn’t use this feature in other app had some difficulty. Due to which, I made a final change in the ‘cart’ page. Here, I added a ‘Save for later’ button on the Item card.
On this page I also thought to highlight the ‘Saved Items’ section on the ‘cart’ page as it is currently available in the app. However, I thought it needed a change of name. Earlier it was called ‘Add to cart from Saved Items’ and now it is called ‘Saved Items’.
Now let's talk about the moral of the story and what happens next
Morals, aka I learnt….
- How to better secondary research (ChatGPT❤️)
- Better practice with user interviews
- Honing my Auto-Layout skills.
What happens next
- Add the ‘heart button’ throughout the app wherever necessary.
- Have an edit button on ‘saved items’ page that can do more than just delete items.
- Avail the ‘Save for later’ feature for articles and lab tests.
- Find a better place for ‘Saved Items’ section on the ‘cart’ page.
Thank you for reading so far, if you want to discuss more you can contact me directly on LinkedIn, or E-mail me.
