About client
Netmeds is India’s leading online pharmacy offering a wide range of medicines, medical equipment, healthcare, lifestyle, fitness, and non-medical products. While ordering medicines on Netmeds, there is an ‘Upload Prescription’ feature to share the prescription online. I collaborated with designers and product managers to create UX copy that helps users complete the journey smoothly.
The challenge
The Upload Prescription journey is an essential feature located on the Netmeds home page and the cart page. It enables users to order medicines by sharing a valid prescription online in the app before final order placement.
1) Lacking auto-capture valid prescription: Earlier the auto-upload an existing prescription feature wasn’t there.
2) No pathway for non-prescription items: Also, users must wait for the prescription to be uploaded and validated if they want to order non-prescription items. That often results in cart abandonment, loss of sales, and poor experience.
3) Lacking crisp and clear UX copy: The previous copy for this section was not empathetic for ‘Upload Prescription’ and ‘Doctor Consultation’ cases. Also, copy for which items require prescription and which items don’t was lacking.
Objective
The goal was to craft UX copy that is empathetic and enables users to easily order prescription and non-prescription items while in a cart. Netmeds needed crisp copy for the following use cases:
1) Auto-upload existing prescription: Create a crisp copy for users having an already valid prescription.
2) Upload a prescription to place an order: Crisp copy for uploading a prescription copy.
3) Doctor consultation for prescription: Connect with a doctor for prescription assistance.
4) Order non-prescription items: Copy and CTA for ordering non-prescription items.
Approach
Collaborated with researchers and product managers to understand the primary pain points and optimized the copy with:
1) Clear instructions: Created step-wise crisp and clear copy for prescription upload or consult with a doctor.
2) Streamlined pathways: Curated clear UX copy for prescription and non-prescription item order journeys.
3) Natural voice and tonality: Crafted copy with an empathetic, consistent voice and tone that easily resonates with the Indian audience.
Key deliverables
1) Step-by-step instructional copy: Developed user-friendly stepwise UX copy for prescription upload and order non-prescription item pathways.
2) Created consistent tone and voice: Ensured consistency in tone and voice.
3) Action-oriented CTAs: Created simple but actionable CTA for doctor consultation and non-prescription items.
Impact
The enhanced UX copy resulted in:
1) Increased prescription upload completion rates: Up by 10%
2) Lesser cart abandonment: Down by 12%
3) Higher doctor consultation: Up by 11%
4) Higher sales of non-prescription items: Up by 9%
Conclusion
By crafting simple and empathetic UX copy, the ‘Upload Prescription’ journey has addressed the user pain points, reduced the cart abandonment rate, and improved the order success rate. This resulted in an awesome user experience for Netmeds’s customers.
In case you are also looking to establish your brand with UX copy that talks your story: