Vet4U

A licensed National Association of Boards of Pharmacy accredited wholesale distributor of pharmaceuticals

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Client Overview

  • Pharmacists using the previous version of Vet4U struggled with clunky navigation and an inefficient ordering process, leading to frustration and delays.

    A redesigned interface is needed to provide a more intuitive, streamlined experience that meets the professional needs of clients and their customers, enhancing overall satisfaction.

  • Understand the current utilization of the website

    Identify pain points of the old website

    Understand client expectations and needs

    Design a prototype and get client approval

    Finalize the design

  • 2024 · Five weeks

Process

Top User Pain Points

Confusing Checkout Process

During checkout, pharmacists were faced with limited information, lacking visual confirmation of the products they were ordering, as well as details like the shipping address and payment methods. This caused confusion and hesitation throughout the checkout process.

Lack of Consistent Search Functionality

There was an option for pharmacists to search for specific drugs; however, it often yielded inconsistent results. Many times, even when a particular product was available and in stock, the search would fail to display it.

Limited Drug Information Available

Each product detail page provided limited and inconsistent drug information, leaving pharmacists unaware of crucial details such as product levels, SKU numbers, and more. This led to delays in purchase orders.

Successes & Challenges

Successes

The redesign significantly improved the user experience, making it easier for pharmacists to order and learn more about specific drugs. The original site provided minimal information about each drug, had a poor UI with small text, and featured cluttered layouts with no use of color or negative space, creating a confusing structure.

Additionally, I introduced the concept of using tags to distinguish each product’s characteristics, such as available alternatives, expiration dates, and more. This created a glanceable way for pharmacists to quickly see the most important information about each product before even clicking into the product page.

The new design enhanced the UX, leading to an increase in sales from a few thousand to over $100,000. The new UX featured a clearer, more simplified interface and displayed the right information at the right time, streamlining the experience for pharmacists nationwide.

Challenges

Given the amount of varied information for each drug, it was challenging to create a consistent experience across all product pages. To address this, designing effective blank states was essential to guide users and let them know where to find their desired information when it was available.

Additionally, with the numerous variables and distinguishing characteristics available for each product, it was challenging to display them consistently. Consistent product cards were achieved by implementing tags, as mentioned above.

Insights & Impact

During my time at TangoSquared, I led the redesign and user experience process for Vet4U, which is now live and used by pharmacists nationwide. Following the launch of the redesign, average sales increased from a few thousand to over $100,000, with ongoing growth attributed to the new design. The redesign simplified the user experience, presenting only essential information to pharmacists at each moment.

The interface was designed to be clear and straightforward, ensuring effective functionality in pharmacies' fast-paced and distracting environments. Additionally, the redesign included the creation of responsive versions for mobile and tablet devices.