Pharmacy Guild of Australia

The opportunity: To create a world-leading membership portal; one that enhances the value of Pharmacy Guild membership, and one that is useful and easy-to-navigate once signed-in.

The challenge: The Pharmacy Guild’s site was outdated and membership engagement was low. Existing members complained about the lengthy and cumbersome experience they had when performing key tasks on the site. A quick-and-easy online signup and renewal process was a must-have for the new site. Other objectives included: Enabling members to access business support tools, allowing other regional branches to upload their unique content, advocating to Government (sustainability of community pharmacy) and advancing the health and quality use of medicines for all Australians.

The approach:

We established business objectives, user groups and top user tasks with the client and reviewed analytics from the current site to help understand common user patterns and pain points.
Created a new information architecture and retired duplicate content.
Focused on key pain points, such as: the membership area and how to integrate this experience seamlessly, calls-to-action for membership login/sign up, cross-linking opportunities and how to differentiate regional branch information with corporate information.
We conducted a series of journey mapping exercises to map out key users’ ideal experience.
Greyscale concepts were created for the member dashboard and regional/corporate landing pages. A moodboard was presented alongside the concepts showing various ideas for dashboard designs, card-based layouts and image direction.
An interface design system was designed to support the various modules and components needed. Special attention was placed on imagery, and inspiration was drawn from beautiful, antique medicine jars and cabinetry that were on display at the client’s head offices.

Features based on user research:

An integrated global membership dashboard with easy access to sign in from the main navigation. This allowed members to access their business tools, resources, update their details seamlessly and view email notifications.
A consolidated and simplified information architecture.
A branch-specific sub-navigation, allowing the user to access relevant regional content.
Tailored content containers for announcements, news and events, both from a corporate and regional level.
A fully responsive experience.

The outcome:

Increased user engagement with the website.
Increase in memberships and membership sign-ins.
Reduced member complaints and enquiries regarding website content.
Branch satisfaction with targeted content creation.
Content is relevant, current, discoverable and reusable.