I did this case study as an independent researcher, primarily focusing on Course 4 of the Google UX Design Professional Certificate: Conduct UX Research and Test Early Concepts. The following chronicles the creation of a UX design case study: I created user personas and their stories, identified pain points and mapped the user's journey. Equipped with the problems I found, I created a low-fidelity prototype, created a research plan, carried out usability studies, developed insights, iterated the designs, and more.
Hendrick’s Pharmacy is a pharmacy located in Claremont next to all of the Claremont Colleges. I noticed that although the pharmacy is nearest to all students and often collects prescribed medication for students and elderly residents nearby, there is a lack of trust and clarity about what the business sells. The current website for the pharmacy is inconsistent and outdated, and does not inform customers of available products. Both of these factors discourage customers from going to the store or ordering from Hendrick’s over more developed brands like CVS pharmacy.
<aside> <img src="/icons/thought-dialogue_blue.svg" alt="/icons/thought-dialogue_blue.svg" width="40px" /> As there was a time constraint, the main idea stemmed from a pain point I had personally experienced, which I then tried to validate through proto-personas. If I were to redo this project larger-scale, I would have started with more generative research to see what users truly feel like they need.
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I initially began the certificate program on the 4th course—straight to research methods. I decided to still do the assignments of the previous courses in order to better build my research. Based on my experience and previous informal interviews, I created 2 proto-personas and 2 abbreviated user stories.
<aside> <img src="/icons/thought-dialogue_blue.svg" alt="/icons/thought-dialogue_blue.svg" width="40px" /> If I were to repeat this step with more time, I would have tried to more fully flesh out these personas validating my assumptions and secondary research with user interviews.
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These were the two core pain points that I found:
<aside> <img src="/icons/new-alert_purple.svg" alt="/icons/new-alert_purple.svg" width="40px" /> 1. Interaction-level or awareness pain point - users cannot find what products the pharmacy cells, causing confusion and wasted time
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<aside> <img src="/icons/new-alert_purple.svg" alt="/icons/new-alert_purple.svg" width="40px" /> 2. Journey-Level Pain point - users do not know when to pick up their prescriptions, causing lost time or missed prescriptions.
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