RITE AID WEBSITE REDESIGN
RITE AID WEBSITE REDESIGN
RITE AID WEBSITE REDESIGN
Reliable Solutions for Modernized Wellness
Reliable Solutions for Modernized Wellness
Helping customers feel confident and informed while shopping for the pharmacy products they need.
Helping customers feel confident and informed while shopping for the pharmacy products they need.
MY ROLE
MY ROLE
MY ROLE
UX Designer
KEY ACTIVITIES
KEY ACTIVITIES
KEY ACTIVITIES
Research & insights
Card sorting
Wireframing & Prototyping
Branding
Usability Testing
TOOLS
TOOLS
TOOLS
Figma
Adobe Photoshop
Google Forms
Optimal Workshop
Overview
Overview
Overview
In 2020, the Rite Aid drugstore corporation underwent a rebrand to transform into a "modernized source of wellness". Not only is it evident that the website has not undergone the rebranding, but it also has severe usability issues. I thought it would be a great opportunity to transform its design to align with its new message.
*Disclaimer: This project is a mock case study created solely for portfolio purposes. I did not engage in direct collaboration with the company, and the content presented here is not endorsed or affiliated with Rite Aid Corp.
In 2020, the Rite Aid drugstore corporation underwent a rebrand to transform into a "modernized source of wellness". Not only is it evident that the website has not undergone the rebranding, but it also has severe usability issues. I thought it would be a great opportunity to transform its design to align with its new message.
*Disclaimer: This project is a mock case study created solely for portfolio purposes. I did not engage in direct collaboration with the company, and the content presented here is not endorsed or affiliated with Rite Aid Corp.
In 2020, the Rite Aid drugstore corporation underwent a rebrand to transform into a "modernized source of wellness". Not only is it evident that the website has not undergone the rebranding, but it also has severe usability issues. I thought it would be a great opportunity to transform its design to align with its new message.
*Disclaimer: This project is a mock case study created solely for portfolio purposes. I did not engage in direct collaboration with the company, and the content presented here is not endorsed or affiliated with Rite Aid Corp.
THE OPPORTUNITY/GOAL
THE OPPORTUNITY/GOAL
THE OPPORTUNITY/GOAL
Transform Rite Aid's website to provide a more intuitive & user-friendly shopping experience.
Transform Rite Aid's website to provide a more intuitive & user-friendly shopping experience.
Transform Rite Aid's website to provide a more intuitive & user-friendly shopping experience.
Discovery & Research
Discovery & Research
Discovery & Research
The Current Rite Aid Website Lacks Usability
The Current Rite Aid Website Lacks Usability
The Current Rite Aid Website Lacks Usability
Conducting a heuristic evaluation revealed the website's usability violations, pinpointing the most crucial issues needed to be resolved & opportunities for improvement.
Conducting a heuristic evaluation revealed the website's usability violations, pinpointing the most crucial issues needed to be resolved & opportunities for improvement.
… and a never-ending filter list with unorganized & repetitive options.
… and a never-ending filter list with unorganized & repetitive options.
Non-functioning "continue" button at checkout
Non-functioning "continue" button at checkout
Distorted & overlapping elements make it hard to read
Distorted & overlapping elements make it hard to read
Outdated design with erratic motion
Outdated design with erratic motion
Outdated design with jarring motion
Hard to read & inconsistent fonts
Hard to read & inconsistent fonts
Users are Left Feeling Frustrated, Confused & Annoyed
Users are Left Feeling Frustrated, Confused & Annoyed
Users are Left Feeling Frustrated, Confused & Annoyed
After asking 4 participants to conduct a usability test where they were tasked with purchasing a congestion relief product on the site, it was evident their experiences weren't positive.
After asking 4 participants to conduct a usability test where they were tasked with purchasing a congestion relief product on the site, it was evident their experiences weren't positive.
Interviews uncover Different Shopping Habits
Interviews uncover Different Shopping Habits
Interviews uncover Different Shopping Habits
The usability test, along with user interviews uncovered behaviors related to shopping for products online.
The usability test, along with user interviews uncovered behaviors related to shopping for products online.
A card sort revealed how users group pharmacy items, specifically medicine.
A card sort revealed how users group pharmacy items, specifically medicine.
Medicine by symptoms
Medicine by symptoms
Medicine by symptoms
By "aisles" like a physical pharmacy
By "aisles" like a physical pharmacy
By "aisles" like a physical pharmacy
THE PROBLEM
THE PROBLEM
THE PROBLEM
Pharmacy shoppers need to find trusted products & medicine, especially when they are sick. They feel lost when they can't find a trusted brand or get reliable suggestions.
Pharmacy shoppers need to find trusted products & medicine, especially when they are sick. They feel lost when they can't find a trusted brand or get reliable suggestions.
Pharmacy shoppers need to find trusted products & medicine, especially when they are sick. They feel lost when they can't find a trusted brand or get reliable suggestions.
Sophie Represents Customers in Search of a Specific Product
Sophie Represents Customers in Search of a Specific Product
Sophie Represents Rite Aid's User Group
GOALS
GOALS
GOALS
Purchase trusted remedies when sick
Purchase trusted remedies when sick
Grab last-minute items
Grab last-minute items
Easily find products by brand
Easily find products by brand
PAIN POINTS
PAIN POINTS
PAIN POINTS
Ineffective or harmful products
Ineffective or harmful products
Feeling lost when she can't find name brands
Feeling lost when she can't find name brands
Wasteful spending
Wasteful spending
Imagining the Shopping Experience on the Site
Imagining the Shopping Experience on the Site
Sophie Represents Rite Aid's User Group
A user journey map was created to imagine Sophie's experience while interacting with the Rite Aid website when purchasing a Tylenol congestion-relief medicine.
A user journey map was created to imagine Sophie's experience while interacting with the Rite Aid website when purchasing a Tylenol congestion-relief medicine.
THE SOLUTION
THE SOLUTION
THE SOLUTION
The new Rite Aid website informs & guides uses to trusted products. With refined navigation offering filtering by brands, & detailed product pages, users can feel confident in their purchases.
The new Rite Aid website informs & guides uses to trusted products. With refined navigation offering filtering by brands, & detailed product pages, users can feel confident in their purchases.
The new Rite Aid website informs & guides uses to trusted products. With refined navigation offering filtering by brands, & detailed product pages, users can feel confident in their purchases.
Design
Design
Design
A User Flow Centered around Purchasing a Specific Type of Medicine
A User Flow Centered around Purchasing a Specific Type of Medicine
A User Flow Centered around Purchasing a Specific Type of Medicine
Sketching & Wireframing the Product Shopping Screens
Sketching & Wireframing the Product Shopping Screens
Sketching & Wireframing the Product Shopping Screens
Designing Navigation for Both User Groups
Designing Navigation for Both User Groups
Designing Navigation for Both User Groups
A comprehensive mega menu displays products by brand (for users like Sophie), and popular items (for users who prefer to browse). This site map is based on user card sorting insights.
A comprehensive mega menu displays products by brand (for users like Sophie), and popular items (for users who prefer to browse). This site map is based on user card sorting insights.
Product Pages that Inform Users
Product Pages that Inform Users
Product Pages that Inform Users
Breadcrumbs allow for easy navigation between pages
Breadcrumbs allow for easy navigation between pages
A "shop all" brand option
Item listings by count & pricing for easy comparing
Item listings by count & pricing for easy comparing
Detailed product description highlighting function, summary & ingredients
Detailed product description highlighting function, summary & ingredients
Side-by-side product comparison
Side-by-side product comparison
Ratings & "pros/cons" for users who shop based on reviews
Ratings & "pros/cons" for users who shop based on reviews
Ratings & "pros/cons" for users who shop based on reviews
Breadcrumbs allow for easy navigation between pages
Item listings by count & pricing for easy comparing
A "shop all" brand option
Side-by-side product comparison
A Pharmacy Locator Providing Options for Pick Up
A Pharmacy Locator Providing Options for Pick Up
A Pharmacy Locator Providing Options for Pick Up
Research revealed most users prefer in-store pick up for pharmacies rather than delivery, so a pharmacy locator was added to ensure users could pick the most convenient location for them.
Research revealed most users prefer in-store pick up for pharmacies rather than delivery, so a pharmacy locator was added to ensure users could pick the most convenient location for them.
Relevant Filtering by Symptoms & Brand
Relevant Filtering by Symptoms & Brand
Relevant Filtering by Symptoms & Brand
Learnings & Reflection
Learnings & Reflection
Learnings & Reflection
Providing a Quick Solution for Customers & Updated Branding
Providing a Quick Solution for Customers & Updated Branding
Providing a Quick Solution for Customers & Updated Branding
Pharmacy shoppers can now easily navigate on the all-new Rite Aid website without the stress of feeling lost or overwhelmed. With clear next steps and consistent designs, users can feel confident while shopping for the products they need.
This project taught me the importance of site maps and intuitive navigation, especially when it comes to designing for e-commerce.
Pharmacy shoppers can now easily navigate on the all-new Rite Aid website without the stress of feeling lost or overwhelmed. With clear next steps and consistent designs, users can feel confident while shopping for the products they need.
This project taught me the importance of site maps and intuitive navigation, especially when it comes to designing for e-commerce.
