eZRx+ Ordering
eZRx+ is a B2B e-commerce platform that enables healthcare providers & professionals to order, return and pay for healthcare products and services. Simultaneously, principals & manufacturers can showcase their products and promotions on the platform to provide the widest product assortment.
The pharma distribution industry is moving towards the digitalisation of the B2B and B2C user experience. The goal of this project is to overhaul the old eZRx interface with a refreshed and modern design that better encapsulates user needs, thus resulting in higher conversion for the business.
Project duration
My role
~ 2 years
Aug '21 to Jul '23
Product designer
Tools used
Figma
Jira
Confluence
Azure DevOps
Paper & pencil
Responsibilities
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Planning, ideating and executing the product alongside other stakeholders
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Main designer for web responsive screens across all modules, namely: Orders, Returns, Payments, and Admin
Visualising the E2E workflow
The revamp of the B2B e-commerce interface include the eZRx+ portal itself as well as a secondary portal called the Seller Centre to support the services available on eZRx+. For this case study, we will be focusing solely on the Order module of eZRx+.
If you would like to know more about the complete end-to-end flow, you can view the Seller Centre case study here.
Kicking-off the Design Sprints with Workshops
We caught up with key members of the eZRx product teams and market representatives from Singapore, Malaysia, Thailand and Vietnam to better understand current challenges and align on a common vision of success.
2
Sessions
6
Hours
4
Countries
687
Virtual sticky notes
Key goals
From these sessions, we were then able to identify key goals for eZRx.
A user-friendly, customer-oriented platform that customers can easily use without going through a sales representative.
Includes features that will aid and engage users such live consultation,
delivery tracking, chatbots, and campaigns.
A one-stop shop where users can monitor purchases, invoices etc. in real time.
Become the number one go-to channel for users to engage with Zuellig Pharma.
Challenges
The sessions had also called to our attention on some of the challenges we might face, namely:
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Working with a complex legacy system
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Harmonising different requirements across different user types/markets/distributors...
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Improving platform stability
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Acclimatising all users to the new eZRx, especially customers
Connecting with Users
Although we had discussed our users’ goals and pain points during the workshop, the interviews were an opportunity to hear directly from our portal’s users. We also asked sales representatives for insights on how their customers use the portal.
4 Sales representatives
1 Customer
Uplifting the eZRx brand
The typeface we chose was Noto Sans, as it is:
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Easy to read
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Available in 800+ languages - to account for translations for other markets
We wanted to maintain eZRx's distinctive brand identity while livening it up with a more vibrant colour palette.
Before & After
Combining the insights gained from speaking to internal stakeholders and our end-users, several design recommendations were implemented to enhance the user experience, thus bringing about eZRx+.
Problem 1 - Homepage
All users were required to go through a series of 3 dropdowns to select their Ship-to address before they can access any of eZRx services.
Majority of users only have a single Ship-to address which makes this selection redundant in their user experience.
Solution 1
We've removed that Ship-to selection pop up for most ZP customers with only one Ship-to address and added quick shortcuts like the Recently ordered item widget to the Homepage to make it more convenient for users to access our services.
Products are also shown upfront on the Homepage to encourage browsing.
Validating new designs with end-users
Given that the majority of feature enhancements and iterations were initiated by the internal team, we wanted to make sure that we validate our new designs with the end-users to ensure that it aligns with their needs.
Methodology
Test period
Method
Participants
8 May to 12 May 2023
Moderated, in-person usability testing in Malaysia
8 ZP customers who have used the eZRx portal for at least a year
Breaking down our findings
Note-taking for each session on figma; broken down into the respective tasks and screens.
Collate insights and findings by grouping post-its with similar statements across all sessions.
Crazy 8 workshop session to brainstorm ideas on how we can tackle some of the painpoints from the sessions.
Deliverables
What did we want to achieve?
100% of users complete the defined path as expected.
Our new performed better against the previous version on all KPIs.
Gauge user sentiments towards new features and drastic design changes.
Results
Did we achieve our goals?
100% of users complete the defined path as expected.
Users were divided with some wanting the new eZRx to be implemented ASAP while the rest were concerned about how this new version is a step-up from the previous one.
All users reacted positively to the inclusion of product images but completely by-passed the product catalogue as it was not relevant to them.
Verbatim
"Better than current version. If I want to explore, I can. I can check my order and all that also, save time"
Session 1 - Thoughts on Homepage
"Easy to track order, can order again easily if I forgot some quantity last week."
Session 7 - Thoughts on Homepage
"What is the added benefit from the current one? I think it is almost similar."
Session 6 - Thoughts on overall experience
Project Takeaways
#1 Unconventional solutions might work better sometimes
While conventional eCommerce practices might work well for any B2B eCommerce sites, the same does not apply to eZRx. In this case, our design that captures best practices in the B2C eCommerce space backfired as the use cases are completely different.
For example, instead of shopping and browsing for medical products, eZRx customers would order specific items to replenish their stock. Therefore, we noticed that all of our UT participants completely by-passed the product catalogue and used the search bar instead.
#2 Making sure that business goals align with user needs is CRUCIAL
As part of business requirements in bringing more value to customers, rich filters and categories were added to enhance user experience. However, we noticed that most UT participants did not notice the promotions and were confused when they see that they've gotten a bonus item in their cart.
More research would need to be conducted to better understand promo mechanics in this B2B sphere and how that would benefit the user.
If time permits, I would like to...
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Work out a roadmap with Product Managers on how and when design iterations from UT findings can be picked up and implemented
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Work with Data Analytic team to put in place UX-related KPIs and benchmarks
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Set up a research plan with the UX Research Lead to prepare for usability testing with the rest of the markets where eZRx is active in
