PP Mail Order Process
Planned Parenthood Mail Order Process
PROBLEM TO SOLVE
The birth control pills prescribed by doctors in a Planned Parenthood(PP) clinic are called Afaxys pills. PP produces and profits from these pills. Their app allows users to pick up birth control at a pharmacy, but brick-and-mortar pharmacies do not carry the Afaxys pills. Ultimately, they can't prescribe these pill to their online patients. The app also includes over 100 other birth control pill options. Planned Parenthood wants to strip out the other pills in the app and send the Afaxys pills to patients by mail.
CONSTRAINTS
Unfortunately, the user research and analytics didn't support this change. 90% of their users request non-Afaxys pills. And user testing indicated that the majority of users prioritize the use of insurance over convenience. We don't accept insurance in the app but the user can pay for their medicine the pharmacy with insurance. Regardless of the research, PP wanted to move forward with the change to meet their business goals.
APPROACH
CONCEPTUALIZE
We kicked off the project with PP and our team to identify the personas to design for and create high-level user stories.
Screen FLOW
Gather the stakeholders to brainstorm high-level concepts, ideas, and flows, for this new feature. To get everyone on the same page, I created a screen flow.
WIREFRAMES
The wireframes focused on the screens to test in the app. The main area of concern was the educational section. The information in this section needs to give the user enough information to make an education decision when they select a pill and explain the process for mail order and pharmacy pick up options. It's a lot of information, so we tested a few options for design and copy.
Testing
The wireframe was then applied to a clickable prototype for testing with target users, in person using a scripted scenario for tasks completion on a mobile device. The users told us the easiest design to read had the best use of hierarchy with the simplest design. They also said the feature with the highest priority is the ability to use health insurance. The app doesn't take health insurance, but the pharmacy does.
DESIGNS
The designs were completed and sent to PP for sign-off from all of their teams. The dev team finalized the front-end work with continuous support.
LEARNINGS
Business goals are a driving force in a company and the products they create. Clearly defining those goals from the beginning will make the process easier for everyone including top stakeholders. And sometimes you have to roll with the punch.
(This feature launched a few weeks ago. More time will give me more data to determines the effects on the user.)