The project: A pharmaceutical company had a physical loyalty program in place and they wanted to make a transition to a digital one as well as improving the customer loyalty to the brand.
Methods used: Competitor analysis; Interview & analysis; design studio
Role: I was the main Researcher on the project and worked with the UX lead as well as the IT manager + the client.
Research objectives:
- Discover if the customers are ready for a digital transition
- Understand issues the customers have with the physical program
- Understand the customer's needs in relation to the program
- Find out what other services (share articles; recommend other products) the customer's are open to
The Research:
1) We started with the usual meeting with the client to understand their needs and decide the next steps together.
2) We started the research with the competitor analysis: we analyzed both the programs offered and their structure as well as the websites of these competitors for both the architecture and information.
3) We built the interview guide and reviewed it with the client
4) We led interviews and analyzed the results
5) We organized a design studio (co-creation workshop) on Mural with the stakeholders as well as the designer to discuss key findings and find solutions.
6) After that we could start designing the different pages and we had different iterations.
Key findings:
- Users were ready for the transition, no matter their age (age mean =58y/o)
- Users didn't like all the steps they had to do take part in the physical programs
- Users cared about their privacy: they didn't want their private information to be shared
- Users were open to the idea of receiving more scientific articles that prove the efficiency of the products they sell
- Users barely knew the brand and only took their products because these were recommended by their doctor.
Challenges:
- Collaboration and workshop with the client during COVID-19.
- Find and recruit the right participant (the population was more on the old side)
- Organize the interviews remotely with older people.