Increasing Checkout Rate
by User Research &
Enhancing Design

GrabHealth | Singapore & Indonesia

My Role

Product Designer

Team

PM, UX writer, CS team

Impact

Increased checkout rate by 67%

Overview

Grab and Ping An Good Doctor China introduced a telemedicine service for Indonesia market. GrabHealth offers online doctor consultations, medical purchases, and healthcare information.

Problem

Users added prescribed medications to their carts but didn’t complete their orders, resulting in a low checkout rate.

What concerns prevented users from completing their purchases after adding prescription medications to their carts?

How did I approach the problem?

To explore the problem space despite constraints, we conducted phone interviews with users.

Given the tight schedules and limited budget, we chose to run phone interviews as a fast way to understand why users weren’t checking out.
I was initially concerned that this might not be common practice in Indonesia and could offend users, but it turned out to be culturally acceptable.
Because of the language barrier, I partnered with the CS team to conduct the calls and shared interview tips to help them lead the conversations effectively

Initial research insights

Now we know why…

01 Users preferred buying drugs directly from brick-and-mortar pharmacies.

02 Many users already had the prescription drugs at home.

03 Some users thought med prices and delivery fees were expensive.

🤔

We learned that many users went to buy meds at brick-and-mortar pharmacies, but what was the reason behind the behavior?
(We'll find out later on…)

Proposed Design

Offer users alternatives to buy desired prescription drugs

For those who already had partial prescription drugs, I offered partial checkout; as a result, users were able to buy the meds needed only.

Before

After

Offer users alternatives to buy desired prescription drugs

For those who already had partial prescription drugs, I offered partial checkout; as a result, users were able to buy the meds needed only.

Before

After

Increase voucher visibility along the customer checkout journey

I moved the entry point of the vouchers upfront to increase visibility for pice-sentivie users.

Before

After

Increase voucher visibility along the customer checkout journey

I moved the entry point of the vouchers upfront to increase visibility for pice-sentivie users.

Before

After

Checkout rate improved slightly, but not enough 🥲

Refining the approach

Conducted online survey to dive deeper underlying factors affecting purchase decisions

Conducted online surveys other than in-person user interview during the COVID-19 pandemic
Refined research goals to explore the entire customer journey, including consultation experience
Aimed to uncover all underlying factors affecting purchase decisions

Research insights

A few important takes

Wanted to save delivery time & delivery fee

24% of the users went to nearby pharmacies to buy meds due to delivery time and cost concerns

Had doubts about diagnosis or negative consultation experience

Negative consultation experiences decreased likelihood of purchase

Already had prescription drugs

16% of the users already had the prescription drugs at home

Increasing Checkout Rate by User Research & Enhancing Design

GrabHealth | Singapore & Indonesia

Product Designer

PM, UX writer, CS team

Increased checkout rate by 67%

Grab and Ping An Good Doctor China introduced a telemedicine service for Indonesia market. GrabHealth offers online doctor consultations, medical purchases, and healthcare information.

Problem

Users added prescribed medications to their carts but didn’t complete their orders, resulting in a low checkout rate.

What concerns prevented users from completing their purchases after adding prescription medications to their carts?

How did I approach the problem?

To explore the problem space despite constraints, we conducted phone interviews with users.

Given the tight schedules and limited budget, we chose to run phone interviews as a fast way to understand why users weren’t checking out.

I was initially concerned that this might not be common practice in Indonesia and could offend users, but it turned out to be culturally acceptable.

Because of the language barrier, I partnered with the CS team to conduct the calls and shared interview tips to help them lead the conversations effectively

Initial research insights

Now we know why…

01

Users preferred buying drugs directly from brick-and-mortar pharmacies.

02

Many users already had the prescription drugs at home.

03

Some users thought med prices and delivery fees were expensive.

We learned that many users went to buy meds at brick-and-mortar pharmacies, but what was the reason behind the behavior?(We'll find out later on…)

Proposed Design

Offer users alternatives to buy desired prescription drugs

For those who already had partial prescription drugs, I offered partial checkout; as a result, users were able to buy the meds needed only.

Before

After

Offer users alternatives to buy desired prescription drugs

For those who already had partial prescription drugs, I offered partial checkout; as a result, users were able to buy the meds needed only.

Before

After

Increase voucher visibility along the customer checkout journey

I moved the entry point of the vouchers upfront to increase visibility for pice-sentivie users.

Before

After

Increase voucher visibility along the customer checkout journey

I moved the entry point of the vouchers upfront to increase visibility for pice-sentivie users.

Before

After

Checkout rate improved slightly, but not enough 🥲

Refining the approach

Conducted online survey to dive deeper underlying factors affecting purchase decisions

Conducted online surveys other than in-person user interview during the COVID-19 pandemic

Refined research goals to explore the entire customer journey, including consultation experience

Aimed to uncover all underlying factors affecting purchase decisions

Research insights

A few important takes

Wanted to save delivery time & delivery fee

Had doubts about diagnosis or negative consultation experience

Already had prescription drugs

Proposed Design

Keep users informed with delivery time & prescription validity

For those who already have partial prescription drugs, I offer partial checkout, as a result, users are allowed to buy the meds they need only.

Before

After

Keep users informed with delivery time & prescription validity

For those who already have partial prescription drugs, I offer partial checkout, as a result, users are allowed to buy the meds they need only.

Before

After

Consultation experience: keep users informed with waiting time

For those who are price sensitive, I moved the entry point of the vouchers upfront to increase its visibility.

Before

After

Consultation experience: keep users informed with waiting time

For those who are price sensitive, I moved the entry point of the vouchers upfront to increase its visibility.

Before

After

Outcomes

Impact beyond product

Increased checkout rate by 67%

Shared research insights & hosted a workshop to brainstorm opportunities with multi-functional teams

Research insights influenced doctor team's OKR - patient consultation satisfaction

Increasing Checkout Rate
by User Research &
Enhancing Design

We learned that many users went to buy meds at brick-and-mortar pharmacies, but what was the reason behind the behavior?
(We'll find out later on…)