Streamlining Dr. Reddy's customer service platform for clients in the medical industry
Project Description
As a part of my internship at Dr. Reddy's, I worked with the design team to create a proof of concept for their customer service platform.
Deliverables
Heuristic evaluation
Wireframes and High Fidelity Mockups
User Interviews
Role
User Experience Intern
what is XCeed?
A B2B platform that helps medical vendors order pharmaceuticals
As an extension of Dr. Reddy's Laboratories' services, XCEED enables clients to perform tasks like file inquiries and track the orders in real-time.
The problem
Reliance on email for communication led to clutter in the Dr.Reddy's inbox
Through conducting 9 stakeholder interviews, many preferred email for live and detailed updates, finding it more convenient and reliable than the discussion feature
Our Discovery
User's trust human intervention over digital interactions
Suggested solutions from secondary research
• Refining the task flow by decluttering the dashboard
• Highlighting order/ request statuses
• Increasing entry points for communication
Final Designs
Reducing touchpoints and emphasizing relevant actions
Refining Dashboard layout
Only showing important cards and condensed information whilst maintaining accessibility.
Emphasizing Request functions
Allowing users to view status and anticipated response dates more efficiently.
Encouraging use of discussion
Added new entry points for communication between users and customer service, to avoid use of email.
Higlighting Order functions
Displaying order ETA and offer coherent status updates to the user, and offering detailed order status breakdowns.
Final testing
Users expressed confidence in XCEED’s seamless connection to customer service
Through 4 usability tests and 6 ad-hoc interviews, we collected findings to measure user satisfaction over the final iterations of the proof of concept
Key takeaways
Working in the healthcare industry as a designer taught me how to solve complex problems adaptively. It also reinforced the idea of a design process being non-linear, as I often found myself going back to square one.
Additionally, working with an established design system was new for me, as I found adhering to a design system to be both limiting and liberating.
