The Problem
A leading health insurance provider sought a deeper understanding of the current pharmacy journey from the perspectives of key stakeholders: pharmacists, their members (patients), and the clinicians who interact with them. The goal was to identify critical pain points, unmet needs, and opportunities to enhance the overall experience, ultimately aiming to improve stakeholder satisfaction and support better health outcomes within the pharmacy benefit process.
The Solution
A comprehensive, four-month user research project was conducted to explore the experiences, expectations, and challenges of pharmacists, members, and clinicians interacting with the pharmacy process. The project involved:
In-depth Interviews: 60 hours of semi-structured interviews were conducted with a representative sample of pharmacists, members, and clinicians to gather detailed qualitative data.
Thematic Analysis: The interview data was rigorously analyzed, resulting in the identification of key drivers, overarching themes, and specific insights that illuminate the complexities of the pharmacy journey.
Holistic Journey Mapping: A detailed, end-to-end journey map was developed to visualize the experiences of each stakeholder group. This map highlighted critical pain points, current technology touchpoints, and underlying user goals at each stage of the pharmacy experience.
Persona Development: Based on the research findings, a set of robust personas was created to represent the diverse needs, motivations, and challenges of pharmacists, members, and clinicians within the pharmacy ecosystem.
The research provided a foundation for developing user-centered solutions and strategic recommendations, enabling the health insurance provider to identify opportunities to improve the pharmacy experience for all stakeholders.
The TeamÂ
2 Researchers (including myself as Lead)
1 PM
1 Designer
1 ContractorÂ
Methods & Tools
Qualitative Analysis
Rapid Qualitative Analysis
Qualitative Coding
Thematic Analysis
Mural, Excel, Adobe Illustrator