There was a low acceptance rate (1.37% in Apr-Jun 2022) of the alternative medicines proposed by PharmEasy on the storefront. This research aimed to understand user mindset and behavior, in terms of their perception, comprehension, key drivers, and pain points of Flip on PE.
The entire research took place in two phases.
Phase 1: CC Agents & DocStat Doctors – (Interviewed 5 doctors & 5 agents) – 1 month
Phase 2: User Base – (Interviewed 17 PE users) – 2 months
The output was directions to the design, product, and operations team.
THE TEAM
1 Researcher, 1 Senior Researcher, 1 Head Researcher
TIMELINE
4 months (1 month of delay for data collection)
June-Sept 2022
About PharmEasy
PharmEasy is India’s Largest Online Pharmacy Marketplace. It is a consumer healthcare “super app” that provides consumers with on-demand, home delivered access to a wide range of prescription, OTC pharmaceuticals, other consumer healthcare products, comprehensive diagnostic test services, and teleconsultations.
I have been part of the amazing PharmEasy UX Research Team from for my Graduation Project Internship. During my time there, I grew as a qualitative researcher. My team helped me learn the core research skills and the processes as well as community engagement. We closely collaborated with design, product management, analytics and customer experience team.
About Brand Alternates
- Flip is a feature on PharmEasy through which company propose alternative medicines with the same composition as of original medicine to the users
- For two medicines to be flip of each other, it should have same
- Composition
- Dosage form
- Route of administration (ROA)
- Drug release mechanism (DRM)
- Therapy
- The product has been recently rolled out to all the users
- Earlier Flip used to solve the product availability issue for users. Now the company wants to improve its margin by selling “Brand Alternates”
- The section of Flip comes on app as “Brand Alternates”
I will not be disclosing the further details of the project, due to confidentiality and respect for the company and my team. I will rather, be focusing on how I collaborated with stakeholders to facilitate the project.
Worked with the product team to understand business objectives and plan research
- Gathering research requirements from product team
- Making approach note for the research
- Crafting research plan mentioning the objectives, considerations, methodology, target group, sample design, logistics
- Defining timelines and outcomes
Worked with the design team to understand the screens and user flows
- Understanding the entire flow of screens from designers who worked on it
- Gathering points they want to bring in research
- Making information areas from the broader objectives
- Drafting discussion guide including checking of baseline knowledge, challenging hypotheses and hunches, as well as leaving room for the unknown
Worked with the analytics team to track the metrics and get user details
- Gathering data from business analysts
- Discussing sample design and understanding if there are internal cohorts from previous work
Worked with the research & customer experience team to brainstorm & conduct research
- Recruiting, screening and managing participants according to budget
- Informed consent to participants
- Preparing for interviews, taking mock interviews
- Conducting interviews with end-users and encouraging everyone to join
- Incentivizing participants after the research
- Brainstorming with my team to churn the user data
There is no “I” in research. Throughout the process we worked transparently, encouraged everyone to participate, draw, code, or share ideas in a format that allows everyone to go on the journey together. Solutioning is not our job, enabling solutioning is. We relinquished the floor to the people who may be best equipped to make a decision.