Transforming the Pharmacy Member Experience

Optimizing the cross-channel experience for pharmacy members

Area
Pharmacy

Duration
2023 (5 months)

Role
Lead UX Strategist

Collaboration
Partnered with a fellow designer. I owned three workstreams and acted as Lead UX Strategist for the end-to-end experience strategy

This case study focuses on internal experience strategy work and uses representative, reconstructed examples.

Problem

Pharmacy members often encounter interconnected challenges when attempting to fill prescriptions. These challenges are driven by gaps in transparency, limited personalization and proactive support, and unclear guidance across the experience.

Experience focus areas: Coverage, Approvals, Fulfillment, Communications

UX Strategy Contributions

Stakeholder facilitation and cross-functional alignment
Experience modeling through representative personas, journeys, and service blueprints
Problem framing and prioritization
Translation of experience goals into delivery support

Impact

Aligned teams through a macro-level, cross-channel experience framework
Informed near- and long-term product prioritization
Outcome: Improved member satisfaction and reduced pharmacy-related call volume

Approach

Understanding the Current Experience

I synthesized Voice of Customer insights and discovery inputs to develop representative personas and journey maps that clarified who the experience needed to support. This work helped create a shared understanding of the member experience and informed problem framing and prioritization.

Defining the Future Experience

I created service blueprints to articulate a desired future state and connect the user experience to supporting internal processes. This helped teams reason about implications across the experience and identify opportunities for improvement over time.

Creating a Shared Experience Framework

To support broader alignment, I brought these perspectives together into a high-level, cross-channel experience framework. This shared view helped team across the organization see connections across touchpoints and align around a more cohesive experience direction.

A deeper walkthrough is available via conversation, using anonymized and reconstructed examples.