Lloyds Direct
B2C • 2022
Healthtech
Web and Native • Data-Driven Discovery
Exploring and validating new revenue streams for a leading digital pharmacy
LloydsDirect is an online pharmacy serving over half a million NHS patients, delivering prescriptions directly to homes, reducing the need for frequent pharmacy visits.
In early 2022, I led design on a squad focused on evaluating new revenue opportunities to drive business growth.
Mapping out assumption and research findings on the user journey for buying Vitamins and Supplements.
Approach and impact
One of the business ideas we pursued was offering vitamins and supplements alongside repeat prescriptions.
I led the discovery phase, collaborating with a Product Manager and User Researcher. We analyzed market trends, identified business constraints, and ran two rounds of patient interviews to map the customer journey and highlight pain points.
To validate the concept, we ran a few lean “fake-door” tests within the app, gathering data on user interest and engagement. From these insights, we developed and tested two service propositions, iterating on the customer journey based on feedback.
We were able to validate a concept with both qualitative and quantitative data, helping the business assess viability and outline next steps. Additionally, I established a structured framework for exploring future business ideas, streamlining the discovery process.
​
For the full case study, feel free to reach out at isa.jokela.gomes@gmail.com
We measured the interest on a new service by placing a "fake-door" test on the live app, and showing it to a cohort patients.
We tested two concept prototypes with patients. On the one above, the value proposition was based on a Pharmacist creating a bespoke Vitamin plan according to the patient's individual health conditions, goals and needs.
CONTACT