The problem
More than 421,000 paper documents a year, costly to produce and process. Pharmacies accounted for nearly two thirds of them, and not all were ready for digital.
What I did
DiscoveryData analysis of invoicing costs by segment, user research with 20+ pharmacies, benchmark of e-commerce journeys.
Segmentation3 profiles by digital appetite: keen, sceptical, reluctant. Dropped: a segmentation by channel (pharmacies, wholesalers, hospitals).
PrioritisationKeen pharmacies first (Use Case, Cost, Impact); sceptical and reluctant ones wait for scale-up. The adoption hypothesis is tested with an MVP.
PrototypeA 6-step journey, from order to invoice history: wireframes and prototypes with the UX/UI team, user tests in pharmacies.
DeliveryUser stories, acceptance criteria, testing and Scrum delivery with tech and business teams.
Results
90%MVP adoption
−50%invoicing costs for MVP pharmaciesObserved from rollout
20+pharmacies interviewed
3adoption profiles
What I took away
“An MVP is there to test an adoption hypothesis, not to ship a small version of the product.”How I work →