Netmeds UX Writing Case Study

About client

Netmeds is India’s leading online pharmacy offering a wide range of medicines, medical equipment, healthcare, lifestyle, fitness, and non-medical products. While ordering medicines on Netmeds, there is an ‘Upload Prescription’ feature to share the prescription online. I collaborated with designers and product managers to create UX copy that helps users complete the journey smoothly.

The challenge

The Upload Prescription journey is an essential feature located on the Netmeds home page and the cart page. It enables users to order medicines by sharing a valid prescription online in the app before final order placement.

1) Lacking auto-capture valid prescription: Earlier, the auto-upload of an existing prescription feature wasn’t there. This barred even users with prescriptions from placing orders seamlessly, and painfully consult a doctor from Netmeds first to be able to place an order, which resulted in cart abandonment.

2) No pathway for non-prescription items: Users also might be ordering a few other non-prescription items along with medicines. Now, the catch is if users change their mind and skip medicines, or they are not in a position to consult a doctor via video call, then they were unable to proceed further or had to abandon the cart or go back one step behind to manually remove the medicines to proceed. That often resulted in the loss of sales and a poor user experience.

3) Lacking crisp and clear UX copy: The previous copy for this section was not empathetic enough for ‘Doctor Consultation’ cases. Also, a copy for which items require a prescription and which items don’t was lacking.

Objective

The goal was to craft UX copy that is empathetic and enables users to easily order prescription and non-prescription items while in a cart. Netmeds needed crisp copy for the following use cases:

1) Auto-upload existing prescription: Create a crisp copy for users having an already valid prescription.

2) Upload a prescription to place an order: A Crisp copy for uploading a prescription.

3) Doctor consultation for prescription: Connect with a doctor for prescription assistance.

4) Order non-prescription items: Copy and CTA for ordering non-prescription items.

Approach

Collaborated with researchers and product managers to understand the primary pain points and optimized the copy with:

1) Clear instructions: Created step-wise, crisp and clear copy for prescription upload or consult with a doctor.

2) Streamlined pathways: Curated clear UX copy for prescription and non-prescription item order journeys.

3) Natural voice and tonality: Crafted copy with an empathetic, consistent voice and tone that easily resonates with the Indian audience.

Key deliverables

1) Step-by-step instructional copy: Developed user-friendly step-by-step UX copy for prescription upload and order non-prescription item pathways.

2) Created consistent tone and voice: Ensured consistency in tone and voice.

3) Action-oriented CTAs: Created simple but actionable CTA for doctor consultation and non-prescription items.

Impact

The enhanced UX copy resulted in:

1) Increased prescription upload completion rates: Up by 10%

2) Lesser cart abandonment: Down by 12%

3) Higher doctor consultation: Up by 11%

4) Higher sales of non-prescription items: Up by 9%

Conclusion

By crafting simple and empathetic UX copy, the ‘Upload Prescription’ journey has addressed the user pain points, reduced the cart abandonment rate, and improved the order success rate. This resulted in an awesome user experience for Netmeds’s customers.