Challenge

• Long product lists hid best-selling vitamins.

• Four-step checkout drained mobile patience.

• No pharmacy-grade reassurance in purchase flow.

Research & Insight

We ran rapid diary studies with 12 repeat customers, tagged every hesitation, then replayed sessions to pharmacists. One insight stood out: “I know what I need; I just don’t want to queue for it.”

Design Moves

1. Home-as-Reorder – first screen shows last three purchases with a single “Add”.

2. Smart Search – medical autocomplete trims typing by 42 %.

3. One-hand Checkout – address, payment, confirm stacked in a single scroll.

4. Pharmacist Tip Banner – context micro-copy calms dosage doubts.

Lessons for Readers

• Map real-life routines before wireframes.

• Let repeat customers skip catalogue browsing.

• Micro-copy from domain experts > generic marketing text.