WELL PHARMACY | marion-bayle

Creating a 24/7 delivery service for women in need of emergency contraception

For WELL PHARMACY | Private company | UK | 2018

CLIENT

Well Pharmacy is the largest independent chain in the UK with 780 pharmacies and 7000 dedicated professionals. Initially born as the Co-operative Pharmacy, they have 70 years of experience serving the community.

CHALLENGE

Within 15 days, defining a business case, validated value proposition and a tested concept for a new service to deliver emergency contraceptive pill ellaOne to those who need it.

APPROACH

Within a multi-disciplinary team, I applied a Human-Centred approach following the Double-Diamond model from research to prototype. My role was to collaborate on the development of a service concept and user experience, as well as finding the right way to position the service within Well.

SOLUTION

Based on user research conducted in several countries, we developed a dedicated user interface for mobile as part of Well website to allow all women convenient and multi-channel access to emergency contraception through a guided process adapted to both first time and experienced users.

process

SETTING THE TEAM CULTURE

As part of a multidisciplinary team of 5, we started our collaborative journey by creating a "Team Canvas", a strategic framework aiming to help team members align on a shared vision, including common and personal goals, values, needs and expectations, roles, rules, strengths and weaknesses.

TEAM CANVAS

DECIDING ON A METHOD

FOR OUR DESIGN PROCESS

Double Diamond model by the Design Council

DISCOVER PHASE

We conducted 12 interviews with:
- women from different countries who experienced the process of getting an emergency contraceptive pill whether it's once or several times
- boyfriends/lovers who shared the experience through their girlfriend
- pharmacists who deliver the morning after pill

DEFINE PHASE

DEVELOPING PERSONAS

Empathy Maps

Research was conducted to define who were the consumers of emergency contraception. After debating on how many personas were necessary and what were their differences, we created two using an empathy map, a tool to create personas based upon their goals, needs, behaviours, thoughts and feelings (Gray, 2017). One was a young woman who needed the pill for the first time and was overwhelmed by the situation seeking guidance from her close friends on what to do. The second was an older woman who already took the pill, stressed by the situation but who was more looking for convenience in the buying process and information about potential side effects than support in the decision making.

MAPPING THE AS IS USER EXPERIENCE

Experience Map (Stage-Action-Channels-Thinking-Feelings-Opportunities)

To understand the different stages our 2 personas went through when they were in need of emergency contraception, we created two experience maps including their actions, the channels used, their thinking and feelings. It allowed to uncover opportunity areas. While both felt anxious, overwhelmed and feared judgement from pharmacists, the main difference was the need to find information and talk or not to someone during the decision-making process, which informed the design of the solution by providing two ways of buying the pill.