Whilst I was working at Online Department we were contacted by the Marketing department of BENU. They asked our help with 2 different challenges:
After taking over a competitor and becoming the biggest pharmacy in the Netherlands, a lot of different branding styles and other inconsistenties appeared. Their wish was to become a more unified & consistent brand. What made this challenging however was that their IT landscape was quite outdated and needed an upgrade. Meaning contracts ending and deadlines appearing. The timeline goal was to go live with the new digital products at the same time when the new IT contracts started running.
Below are a couple of highlights from this 6 month project. As UX Lead I was responsible for the overal UX & functioning of the UX Team. Although these are just a few highlights, I have many more stories to share. Feel free to contact me if you’d like to know more.
After the vision was established by the deciders it was up to me & my team to find out how big the gap was between the current state & the desired future state. We decided to out by getting a better understanding of who the end users are and the kind of questions they ask. At this moment in time there were 2 ways to ask questions at BENU; 1. Via phone or 2. At the pharmacy desk. Hence we took an afternoon to interview and sit next to their experts on the phone and we took a day to visit their franchisee’s to interview their pharmacists and the people who walked in. While at the pharmacy it turned out to be no joke that their IT landscape was outdated. They were still working with Fax machines.
From the data dat we captured on these field days we created several persona’s based on the degree of care that they need and 1 persona or the health professional. These would be the foundations on which we will create the new content platform and make several strategic decisions and UX designs.
Although we interviewed several pharmacists about their needs & frustrations around their current digital solutions, it didn’t yet give us a feel of the current inconsistencies of the BENU brand. That’s why we decided to do an extensive analysis of all their digital interfaces, and of their competitors. Combining this with data from the interviews we learned that their franchisee’s really appreciated their staying themselves and not being ‘ruled’ by the brand. This insight would help us designing their new digital representation.
We were starting from scratch for the new content platform but we didn’t want to waste prior content & information. We combined the findings from our research about what people would like to find with the existing content to create a new information architecture. After setting it up together with their Content division based on our own professional experiences, we put it to the test with a Tree Testing. We formulated a couple of questions based on prior research insights and sent it out to 40+ respondents, all of which fit in 1 of the persona profiles. The results were used in tweaking and perfecting the site content structure.
Early on in the project the decision was made to upgrade a part of their IT to Sitecore. One of the reasons was that it offered the possibility to work with dynamic content. Meaning that every person who looks at the website would have content offered to them that would fit them better than generic content. For example; if the data (from prior visits & account) shows a high possibility some one is diabetic, we can show them content specific about diabetes and such.
To set this up we took another look at the persona’s en created a scoring system. For input we looked at the market their active in, the content & products they offer and the insights from the prior interviews. We set up 4 scoring fields; Measure of care-use, health, chronic issues and incidental issues. For each persona we created a spiderweb that the system uses as ‘profiles’. Based on behaviour a user can fit in 1 or more profiles and get the profile specific content shown to them in the dynamic content containers.
