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CHALLENGE
During my MS program at Parsons, we were assigned an existing company, in our case, Capsule—an online same-day delivery pharmacy. We were tasked with re-designing a part of the service (or the entire business model, if we thought that was necessary) to improve the company and its offering.
APPROACH
Through Safari research, surveys, and in-depth interviews, we pinpointed the shortcomings of Capsule's existing model. By understanding the needs, friction points, and motivators of current and potential users, we visualized an improved Capsule. Lastly, we bridged the gap between "Today's Capsule" and the Capsule that consumers desire by proposing a new business model.
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Mapping: We charted the industry landscape, highlighting potential partners like independent pharmacies and Cappers (delivery partners)
CURRENT STATE
DESIRABLE STATE
MY ROLE
Researcher
Strategist
Project Manager
METHODS
Competitor Analysis
Ecosystem Mapping
Opportunity Mapping
In-depth Interviewing
Surveys
Safari Research
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SKILLS
Design Research
Data Analysis
Insight Generation
Storytelling
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TIMELINE
14 weeks
LINKS
THE CURRENT BUSINESS MODEL & THE PROBLEM
Current Mission Statement
What They Promise
Capsule claims to be......
A new kind of pharmacy mixed with an old type of pharmacy.
Anything but a chain type of pharmacy, where you wait in line.
Caring pharmacists who carry prescriptions to your door at the tap of your phone.
People who take pleasure in looking after people.
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Capsule OTC medicines were 50% more expensive than other pharmacy chains
Their service is not honoring their delivery promise
Consumers said that Capsule has run out of the product they have ordered and they have been contacted for replacements of their meds.
SOLUTION
The proposed new model for Capsule includes 3 key actors:
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"Powered by Capsule" a network of independent pharmacies that offer the quality and trust of traditional pharmacies
The "Cappers" a network of delivery partners who provide real-time delivery services, potentially partnering with Uber
The Capsule app a platform that integrates all parties and facilitates the service
IMPACT
Powered by Capsule
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Partnering with independent businesses:
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Eliminates Capsule's inventory risk
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Expand its reach
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Saves hundreds of independent pharmacies during the pandemic
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Allows to maintain the physical, traditional pharmacy system that builds consumer trust
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Cappers
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Capsule's delivery partner network expands the company's reach and reduces delivery times
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Delivery time goes from 24 hours to less than 2 hours
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Shorter delivery time enhances the overall customer experience
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Via the new system, Capsule's can address pain points related to urgent needs
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Capsule App
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The integration allows:
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Customers to get the best price due to the company's new purchasing power
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Save hundreds of pharmacies from going out of business
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Improves brand reputation by supporting independent pharmacies
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Where Their Promise Was Failing
THE PROCESS & RESULT
User Journey
We first started by understanding the user experience for customers of Capsule, and the typical journey of a patient in both digital and physical settings. We worked to see how the company's offering fit in
Reflection
Keep what is working but be critical of what isn't. Understand what is fundamental for your customers when redesigning a product
Win-win Solutions
Design a system where every actor involved benefits from being part of the model. How will this service benefit Capsule, the independent pharmacies, the Cappers, and most importantly the customers
THE REWARD
Lessons Learned
The importance of understanding the Ecosystem
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Sometimes, innovation can be found by analyzing the entire ecosystem of an organization or industry in its totality. Look for connections between players that create reasons to collaborate
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Understand the needs of all stakeholders in a system. Understand how they interact. Use this to tailor solutions
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When designing digital products, the human-centric approach is critical. Oddly enough, sometimes improving a digital product can mean making it less digital