Client
The client is a large pharmacy chain that purchases products from manufacturers, distributes them to pharmacies, and sells them through brick-and-mortar stores and online.
Project idea
We started working with the client in 2019, when the company had already become a leading pharmaceutical retailer. At that time, the company was developing three brands with different positioning for different target groups:
- Pharmacies with open display of goods and self-service.
- Close-to-home pharmacies for those in urgent need of medication.
- Affordable pharmacies with medicines for everyone.
In 2019, the brands already had functioning websites. However, in order to attract new customers and improve competitiveness, the client needed a new sales channel with high potential. The company focused on developing mobile e-commerce.
The brands targeted different audiences and had different pricing policies. Therefore, combining them into a single app seemed ineffective from the sales and marketing perspective. The client decided that it was necessary to create separate iOS and Android apps for each brand — that is, six apps in total.
In the bid proposal, we suggested using Flutter to create apps, as this would make the cost lower and the development time shorter compared to developing six native apps. The apps would have the same functionality but different customizable designs. The client liked this approach, and we started working together.
Challenges
- We had to complete the entire project in five months, just in time for flu season when people get sick with seasonal viral infections. In 2020, the situation turned more complicated due to the Covid-19 pandemic, and online delivery apps became highly popular.
- We also needed to develop an optimal customer journey that led to checkout to ensure an increased conversion.
- We had to stay strictly within the allotted budget.
- It should be possible to maintain the apps for all brands and platforms simultaneously to ensure smooth update delivery to users.
Solutions
Conducted pre-project research to define the client’s requirements and users’ expectations
We performed a competitive analysis: reviewed both B2C and B2B e-commerce software solutions of other pharmacy chains, compared their performance, and studied user feedback. Based on the results, we identified the most popular features to include in the first version of our app. We also researched the most effective industry practices to avoid the mistakes made by our competitors.
For example, a best practice in pharmacy apps is to place a loyalty card in the center of the main screen. This helps increase the conversion into return customers.
Mapped the user journey and identifying their needs
Together with the client’s team, we conducted CJM research and a series of in-depth interviews. During collaborative brainstorming sessions, we identified user pain points as well as the moments of the most positive response. Next, we created a user journey map that included functionality that met customer needs and business objectives.
Based on the results, we found that the pharmacy has two groups of customers:
- People who buy medicine routinely, for example, to treat a chronic condition. They already know what medication they need.
- People who have an unexpected health problem, such as acute pain, and who do not know what medicine to buy.
Users’ behavior and expectations depend on which group they belong to:
- The first group is looking for specific drugs. For these customers, we have added a search by health condition.
- The second group usually needs to consult a pharmacist. To help them find the right medication, we have added a symptom-based search.
Creating UI design for different branding
Before starting the development, the company had undergone rebranding. Behind the new concept was an idea that everyone should be able to feel healthy and live in harmony with themselves. The pharmacies should help people with this in a qualified and caring way. We tried to reflect this philosophy in the apps by:
- Choosing natural colors.
- Avoiding bright contrasts.
- Making navigation and search intuitive.
We created an interactive, full-color prototype for the client’s representatives to test the user experience, share their impressions, and suggest improvements.
Based on the feedback, we developed an app interface and customized it for three brands. First, we created a UI kit — a pre-built set of graphical elements — to set the rules for the app’s design elements and maintain a consistent style and logic. We then customized these guidelines for three different brands to match their branding.
Went with Flutter to reduce development costs and time to market
We developed all three apps using Flutter cross-platform technology to meet tight deadlines and budget requirements. Flutter allowed us to develop the apps for both iOS and Android platforms simultaneously. After writing the code once for the flagship brand, we reused 80–95% of it, automating the development of the apps for the subsidiary brands. After that, all we had to do was customize the functionality and UX of each brand’s app. This approach allowed us to optimize development costs by 40%.
Released the first version with basic functionality to build up an audience and start analyzing data
In the first version of the app, we included only the key mechanics: product search in the catalog, adding items to the cart, checkout, and payment. This approach allowed us to get the app up and running quickly and start collecting crucial data to expand the audience and improve the product.
We connected AppMetrica and Firebase services to analyze the app’s performance and track business-critical metrics, such as conversion rate (CR), retention rate, number of installs, or the percentage of people who didn’t encounter critical app errors (crash-free users).
After the first release, we continued to work with analytics and look for growth points. We performed A/B testing and product analysis on 200 app events and came up with suggestions on how to increase the user base and conversion rate. For example, we saw that the ease and speed of search were critical to the app’s user experience. As a result, we focused on optimizing this feature after the initial release.
Improved the app to meet new business needs
In the following releases, we added new features to attract more customers and increase conversion rates. These included:
- A discount section where users can buy drugs about to expire at a lower price.
- Smart search and voice input support.
- Integration with healthcare databases for automated prescription delivery.
- Express delivery option for customers who want to receive an order in less than 2 hours.
- Order cancellation.
- Availability by stores — users see current stock availability and delivery times from the company’s database, which allows them to select the most convenient time and store to pick up all ordered items at once.
Enhanced performance for better user experience and ratings in stores
- We improved the process of adding items to the shopping cart.
- Eliminated loading time and made all items appear in the cart immediately by creating a queue of items and sending a request to the server.
- With backend monitoring, we were able to optimize the response time in the apps by an average of 30%.
- Ensured API security against unauthorized access and fraudulent activity.
Developed in-app marketing tools to attract new users
Guidelines for content managers: we compiled instructions on how to customize web banners and create new ones for mobile apps.
Reliable push notifications about order status, discounts, and promotions were set up through an integration with the company’s CRM system.
Loyalty features: discounts on first orders, gifts with purchases, and a transparent loyalty program for customers.
Results
In five months, we have developed and launched six apps — the first app for the flagship brand in three months and the apps for two subsidiary brands in two more months. The mobile apps have become the most important digital sales channel: 70% of users place their orders through them.
We are currently continuing to work with the client to improve the e-commerce software solutions for the pharmacy chain.
Business Development Manager in the Pharmacy Chain
