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 Problem Statement

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 a Valid Auto-Capture Prescription: Earlier, the auto-upload of an existing prescription feature wasn’t available. This barred even users with prescriptions from placing orders seamlessly. They had to either search for the prescription to upload or 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 issue was whether users would change their minds and skip medicines or if they were not in a position to consult a doctor via video call, then they would be unable to proceed further or have to abandon the cart or go back one step 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 of 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 who have 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 optimised the copy with the following:

1. Clear Instructions: Created step-wise, crisp and clear copy for prescription upload or consultation 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-Orientated CTAs: Created simple but actionable CTAs for doctor consultations 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’ customers.