Express Scripts Native Mobile Retail to Mail Conversion Opportunities

QUICK FACTS

METHODS & SKILLS
Empathy Mapping
Participant Screening
Comparative Analysis
Grounded Theory Ethnographic Research
One-on-one Interviews
In Lab Usability Test Moderation
Data Analysis
Data Synthesis

TOOLS
InVision
Morae
Sketch
PowerPoint
Excel
WebEx

DELIVERABLES
InVision Prototypes
Status Reports
Final Report
Finalized Recommendations
A/B Test Hypotheses

THE QUEST

With the initial success of the mobile app, Express Scripts identified a viable path to increase Retail to Mail conversion. We believed that with the inclusion of Retail to Mail task flows within the mobile app, we could increase the current rate conversions among Members.

In order to successfully accomplish this endeavor, the Mobile team sought to learn the following:

  • To what extent, if any, the inclusion of the Retail to Mail Conversion communication avenues impedes Members’ ability to complete their primary goals and tasks in the mobile app.

  • Members’ perception and acceptance of the Retail to Mail Conversion communication avenues and messaging.

  • The overall usability of the Retail to Mail Conversion task flows.

THE JOURNEY

To ascertain this, my team and I sat down to discuss the best approach for incorporating Retail to Mail conversion opportunities into the mobile experience for our Members. During a several week period, we brainstormed different design approaches, discussed content and messaging options, conducted empathy mapping exercises to better understand the motivations of switching to home delivery, and investigated the average savings amount for Members who converted to Home Delivery.

Once we had reached a consensus regarding these topics, I recruited for and conducted a series of one-on-one usability interviews with our target consumers (Express Scripts Members with daily mobile app usage) while the lead designer and content writer worked on creating the agreed upon screens and prototypes. After completing the first prototypes and session protocols, my team and I met with the larger Experience Design team and leadership to gather feedback and thoughts. This resulted in an intense round of iteration - both for designs and session protocol - to incorporate the subsequent feedback and suggestions prior to testing.

During each usability session, participants were asked to complete a series of tasks on the provided mobile device (iOS or Android based on the participant’s normal usage) with the appropriate prototype preloaded. As participants worked through the session protocol they were prompted to give feedback on what they liked/disliked, any concerns they may have, elements they felt could be improved, as well as a number of other metrics. At the conclusion of each session, they were asked to rank the prototypes in order of preference, and were provided with surveys to measure their overall satisfaction and perceived ease of use for each prototype.

THE DESTINATION

This round of usability testing and interviews with Members resulted in the following:

  1. The Native Mobile team identified the most appropriate and usable implementation for the Retail to Mail opportunities and their presentation within the Mobile app.

  2. Express Scripts was able to confidently move forward with its release of the Retail to Mail conversion opportunities within the app.

  3. The addition of Retail to Mail conversion opportunities for Members saw a 700% increase in monthly conversions within the first 2 months of release.

  4. Hypotheses and planning for A/B testing content and messaging specific to the Retail to Mail opportunities were developed - testing currently on going.