grx - homepage
SUMMARY
As GoodRx expanded their offerings and services they needed a new homepage design to show how they’ve evolved to support users across the entire healthcare journey. This meant a new focus on virtual doctor visits and informative health content such as articles and videos, alongside their existing prescription savings service.
As an Experience Designer on the team, under a Design Lead and alongside a content strategist, I used wireframing, visual design, and a final high fidelity prototype to visualize our process and thinking based on our content strategy, demographic research, voice & tone development, and user testing.
SUMMARY
As GoodRx expanded their offerings and services they needed a new homepage design to show how they’ve evolved to support users across the entire healthcare journey. This meant a new focus on virtual doctor visits and informative health content such as articles and videos, alongside their existing prescription savings service.
As an Experience Designer on the team, under a Design Lead and alongside a content strategist, I used wireframing, visual design, and a final high fidelity prototype to visualize our process and thinking based on our content strategy, demographic research, voice & tone development, and user testing.
SUMMARY
As GoodRx expanded their offerings and services they needed a new homepage design to show how they’ve evolved to support users across the entire healthcare journey. This meant a new focus on virtual doctor visits and informative health content such as articles and videos, alongside their existing prescription savings service.
As an Experience Designer on the team, under a Design Lead and alongside a content strategist, I used wireframing, visual design, and a final high fidelity prototype to visualize our process and thinking based on our content strategy, demographic research, voice & tone development, and user testing.
SUMMARY
As GoodRx expanded their offerings and services they needed a new homepage design to show how they’ve evolved to support users across the entire healthcare journey. This meant a new focus on virtual doctor visits and informative health content such as articles and videos, alongside their existing prescription savings service.
As an Experience Designer on the team, under a Design Lead and alongside a content strategist, I used wireframing, visual design, and a final high fidelity prototype to visualize our process and thinking based on our content strategy, demographic research, voice & tone development, and user testing.
CONTEXT
Our stakeholders were looking for a clean and modern solution that featured highly-actionable page sections and CTAs to direct users to both the new and existing offerings. Through early alignment discussions we agreed that the homepage should:
Tell the GoodRx story
Show value to customers
Be compelling and distinct
Work within the latest brand refresh
Be modular and flexible for future updates
Meet the user where they are in their unique healthcare journey
Guide them to the best solution for their situation
CONTEXT
Our stakeholders were looking for a clean and modern solution that featured highly-actionable page sections and CTAs to direct users to both the new and existing offerings. Through early alignment discussions we agreed that the homepage should:
Tell the GoodRx story
Show value to customers
Be compelling and distinct
Work within the latest brand refresh
Be modular and flexible for future updates
Meet the user where they are in their unique healthcare journey
Guide them to the best solution for their situation
CONTEXT
Our stakeholders were looking for a clean and modern solution that featured highly-actionable page sections and CTAs to direct users to both the new and existing offerings. Through early alignment discussions we agreed that the homepage should:
Tell the GoodRx story
Show value to customers
Be compelling and distinct
Work within the latest brand refresh
Be modular and flexible for future updates
Meet the user where they are in their unique healthcare journey
Guide them to the best solution for their situation
CONTEXT
Our stakeholders were looking for a clean and modern solution that featured highly-actionable page sections and CTAs to direct users to both the new and existing offerings. Through early alignment discussions we agreed that the homepage should:
Tell the GoodRx story
Show value to customers
Be compelling and distinct
Work within the latest brand refresh
Be modular and flexible for future updates
Meet the user where they are in their unique healthcare journey
Guide them to the best solution for their situation
PROCESS
We conducted a competitive analysis, looking at homepage designs for other healthcare companies such as BlinkHealth, Healthline, and Zocdoc, to determine the right mix of informational vs brand expression. Our main takeaway was to focus on search, and find new ways to make the GoodRx stand out through scannable headlines and expressive photography.
Starting with the company-wide personas and the patient journey from pre-diagnosis to post-treatment, we then created a new user journey and three user groups representing the people interacting with the homepage with various intents and levels of familiarity with GoodRx.
Explorers: For those seeing the site for the first time, we should introduce them to the best version of GoodRx
Comparers: For those comparing multiple services, we should simply provide our unique value
Solutioners: For those looking for an answer to their problems, we should guide them to the best service and showcase our value.
PROCESS
We conducted a competitive analysis, looking at homepage designs for other healthcare companies such as BlinkHealth, Healthline, and Zocdoc, to determine the right mix of informational vs brand expression. Our main takeaway was to focus on search, and find new ways to make the GoodRx stand out through scannable headlines and expressive photography.
Starting with the company-wide personas and the patient journey from pre-diagnosis to post-treatment, we then created a new user journey and three user groups representing the people interacting with the homepage with various intents and levels of familiarity with GoodRx.
Explorers: For those seeing the site for the first time, we should introduce them to the best version of GoodRx
Comparers: For those comparing multiple services, we should simply provide our unique value
Solutioners: For those looking for an answer to their problems, we should guide them to the best service and showcase our value.
PROCESS
We conducted a competitive analysis, looking at homepage designs for other healthcare companies such as BlinkHealth, Healthline, and Zocdoc, to determine the right mix of informational vs brand expression. Our main takeaway was to focus on search, and find new ways to make the GoodRx stand out through scannable headlines and expressive photography.
Starting with the company-wide personas and the patient journey from pre-diagnosis to post-treatment, we then created a new user journey and three user groups representing the people interacting with the homepage with various intents and levels of familiarity with GoodRx.
Explorers: For those seeing the site for the first time, we should introduce them to the best version of GoodRx
Comparers: For those comparing multiple services, we should simply provide our unique value
Solutioners: For those looking for an answer to their problems, we should guide them to the best service and showcase our value.
PROCESS
We conducted a competitive analysis, looking at homepage designs for other healthcare companies such as BlinkHealth, Healthline, and Zocdoc, to determine the right mix of informational vs brand expression. Our main takeaway was to focus on search, and find new ways to make the GoodRx stand out through scannable headlines and expressive photography.
Starting with the company-wide personas and the patient journey from pre-diagnosis to post-treatment, we then created a new user journey and three user groups representing the people interacting with the homepage with various intents and levels of familiarity with GoodRx.
Explorers: For those seeing the site for the first time, we should introduce them to the best version of GoodRx
Comparers: For those comparing multiple services, we should simply provide our unique value
Solutioners: For those looking for an answer to their problems, we should guide them to the best service and showcase our value.
SOLUTIONS
GoodRx had recently gone through a branding refresh, updating their tone, look and feel, and logo to be lighter and friendlier. We brought this new approach through with bright, human-centered photography cropped in circular frames, lots of white space, and a softer approach to shadows, colors and surfaces.
This visual style, along with copy from our content strategist, helped us create a calming and balanced experience for users to both guide and reassure, while also clearly demonstrating the value proposition in user-friendly ways.
SOLUTIONS
GoodRx had recently gone through a branding refresh, updating their tone, look and feel, and logo to be lighter and friendlier. We brought this new approach through with bright, human-centered photography cropped in circular frames, lots of white space, and a softer approach to shadows, colors and surfaces.
This visual style, along with copy from our content strategist, helped us create a calming and balanced experience for users to both guide and reassure, while also clearly demonstrating the value proposition in user-friendly ways.
SOLUTIONS
GoodRx had recently gone through a branding refresh, updating their tone, look and feel, and logo to be lighter and friendlier. We brought this new approach through with bright, human-centered photography cropped in circular frames, lots of white space, and a softer approach to shadows, colors and surfaces.
This visual style, along with copy from our content strategist, helped us create a calming and balanced experience for users to both guide and reassure, while also clearly demonstrating the value proposition in user-friendly ways.
SOLUTIONS
GoodRx had recently gone through a branding refresh, updating their tone, look and feel, and logo to be lighter and friendlier. We brought this new approach through with bright, human-centered photography cropped in circular frames, lots of white space, and a softer approach to shadows, colors and surfaces.
This visual style, along with copy from our content strategist, helped us create a calming and balanced experience for users to both guide and reassure, while also clearly demonstrating the value proposition in user-friendly ways.
TESTING
We tested our solutions during the design process to help narrow down design options, improve the page organization, and to identify gaps in our interactions and messaging.
For instance, this testing revealed confusion around the use of the term “Health Info” which we then changed to “Health Guide” with the approval of the product team that owned that content. Users also overwhelmingly felt that it was still easy to find the prescription savings they were looking for using the search tabs, while also learning about the new services provided by GoodRx.
TESTING
We tested our solutions during the design process to help narrow down design options, improve the page organization, and to identify gaps in our interactions and messaging.
For instance, this testing revealed confusion around the use of the term “Health Info” which we then changed to “Health Guide” with the approval of the product team that owned that content. Users also overwhelmingly felt that it was still easy to find the prescription savings they were looking for using the search tabs, while also learning about the new services provided by GoodRx.
TESTING
We tested our solutions during the design process to help narrow down design options, improve the page organization, and to identify gaps in our interactions and messaging.
For instance, this testing revealed confusion around the use of the term “Health Info” which we then changed to “Health Guide” with the approval of the product team that owned that content. Users also overwhelmingly felt that it was still easy to find the prescription savings they were looking for using the search tabs, while also learning about the new services provided by GoodRx.
TESTING
We tested our solutions during the design process to help narrow down design options, improve the page organization, and to identify gaps in our interactions and messaging.
For instance, this testing revealed confusion around the use of the term “Health Info” which we then changed to “Health Guide” with the approval of the product team that owned that content. Users also overwhelmingly felt that it was still easy to find the prescription savings they were looking for using the search tabs, while also learning about the new services provided by GoodRx.
OUTCOMES
We then presented this concept to leadership and stakeholders who loved the visual direction and clear value propositions. Elements of this concept have been carried through to the various service homepages throughout the site, helping guide users and meeting them wherever they are in their patient journeys.
OUTCOMES
We then presented this concept to leadership and stakeholders who loved the visual direction and clear value propositions. Elements of this concept have been carried through to the various service homepages throughout the site, helping guide users and meeting them wherever they are in their patient journeys.
OUTCOMES
We then presented this concept to leadership and stakeholders who loved the visual direction and clear value propositions. Elements of this concept have been carried through to the various service homepages throughout the site, helping guide users and meeting them wherever they are in their patient journeys.
OUTCOMES
We then presented this concept to leadership and stakeholders who loved the visual direction and clear value propositions. Elements of this concept have been carried through to the various service homepages throughout the site, helping guide users and meeting them wherever they are in their patient journeys.
