Eye-Tracking Usability Study
Improving Online Prescription Flow at Apotek Hjärtat
SSituation
As part of my internship at Apotek Hjärtat, I joined the Customer Experience (CX) team to improve the usability of their new and soon to be launched website. The new website was never tested on users, meaning it faced unknown challenges with accessibility and user engagement, impacting both customer satisfaction and online sales conversions.
TTask
My primary suggestion was to design a test plan and conduct a series of usability tests, that would gather insights into how real customers interacted with the website, specifically the prescription flow. The goal was to identify pain points, improve the user flow from logging in to buying the prescribed medicine, and ensure that the site was accessible to all users, especially the older generation and individuals with disabilities.
AAction
I proposed a full usability study and led the implementation of Eye-Tracking technology during the usability tests, allowing us to see exactly how users navigated the site. I worked closely with customers to ensure that a variety of user perspectives were captured. Based on these insights, I collaborated with the development and design teams to make critical adjustments, including changes to navigation, content hierarchy and visual design elements that enhanced accessibility.
Mobile pharmacy interface designs and user flow improvements
RResult
The changes made during my usability study resulted in an improvement from under 10% succeeded navigations to 82%, positively impacting Apotek Hjärtat's online prescription shopping experience. I had the honor of presenting my results and recommendations for the whole company, where more than 40 colleagues, including people from the board, participated during the 2 hours. The company was highly satisfied with the results, offering me a lead UX position on a Retail Media project during the summer.
Contact me today.
Rebecca Liss