Rethinking MyPharmacy.ca @Loblaw Digital
Enhancing the experience of the homepage to attract more customers to register for an account
Skip the wait and refill online
Pharmaprix lets you manage prescriptions anywhere, anytime for you and your family.
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Create an account*
*To create an Online Prescriptions Account, contact your Pharmacy for a personalized registration link.
Convenient prescription management
Pre-approved refills
We can automatically refill your regularly taken medications before you run out.*
*Your Pharmacist-Owner can turn on pre-approved refills for eligible prescriptions.
Free delivery and easy pickups
Enjoy free medication deliveries and pickups at the Pharmacy.*
*Delivery is not available at all Pharmaprix locations. We're working on it.
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Add family members to your account
Just switch between loved ones to manage their prescriptions on your dashboard.
Skip the wait and refill online
Pharmaprix lets you manage prescriptions anywhere, anytime for you and your family.
Sign in
Create an account*
*To create an Online Prescriptions Account, contact your Pharmacy for a personalized registration link.
Refills
Stores
Flyer
Shop
Prescriptions
Pharmacy Services
Health & Wellness
Electronics
Promotions
PC Optimum
More by Pharmaprix
My Prescriptions
Prescription Transfer
Guest Refill
Create an account
Sign in
Manage your health with ease
Quick and easy refills
Use your desktop, tablet, or mobile device to request refills.
Text and email updates
Stay informed with refill, pickup, and delivery reminders.
A personalized dashboard
View your prescriptions, upcoming refills, and Pharmacy details.
One central account
Manage your and your family’s prescriptions in one place.
A trusted service from your Pharmacy Team
From our experts preparing your medications to handling delivery and pickup orders, we’re devoted to providing you with quality care to live life well.
Sign in
Create an account
Manage your health with ease
Quick and easy refills
Use your desktop, tablet, or mobile device to request refills.
Text and email updates
Stay informed with refill, pickup, and delivery reminders.
A personalized dashboard
View your prescriptions, upcoming refills, and Pharmacy details.
One central account
Manage your and your family’s prescriptions in one place.
Free delivery and easy pickups
Enjoy free medication deliveries and pickups at the Pharmacy.*
*Delivery is not available at all Pharmaprix locations. We're working on it.
Learn More
Project Brief
The MyPharmacy.ca homepage redesign was a project that I worked on towards the latter half of my term with the Shoppers Drug Mart team at Loblaw Digital. The redesign aimed to improve the utilization of prescription account, due to underuse by members. Extensive ideation and research led the way to a user-centric approach that provides a user-friendly and effective home page experience.
In collaboration with a cross-functional team in an agile environment, I led the UX redesign process via content audit, user research, workshop facilitation, and visualization of solutions through prototypes. This is a look at how our small multi-disciplinary team iteratively built one of the most-visited health sites on the company.
My Role
Associate Product Designer — Research, Conceptualization, Responsive Design
Team
Joana Ferret, UXE
Stephanie Musing, PM
Jamie Su, Content
Peony Gerochi, SWE
Lisa Yuan, Hafsa Naveed, Business
Platform
Web & Mobile
Timeline
Seven weeks, 2022
Why are we redesigning the experience?
Customers are not aware of their account benefits
The redesign was driven by a business requirement stemming from the account creation rate fell below the forecasted goal. Customers predominantly went from the home page directly to the guest refills page. This was an opportunity to redesign the home page to implement strategies promoting the benefits and features associated with Shopper’s accounts for prescription services.
“I didn’t know this section is about the benefits of using an account to refill.”
“I am not sure what are the benefits of creating an account.”
“I didn’t know I can manage my family’s prescription with my account.”
“The page is text-heavy. There is a lot of information to digest. Quite intimidating to me”
“Refill is all over the page! I started to feel bored”
“Feels the page is promoting me the mobile app. I assumed the ‘Create account’ button will direct me to the App store”
User Quotes from Six Customers Interviews
Outcome
Strategically integrate visuals and engaging narratives
🚀 Highlighted features and value propositions with visuals.
🚀 Revised content to ensure seamless narrative transitions between sections.
🚀 Enhanced reading flow with optimized header hierarchy.
Challenge 1
Research limitations and knowledge gaps
The most recent user research on the homepage was conducted in 2019, which no longer reflects current customer behaviour. We lack understanding of why our customers refill prescriptions as guests and what barriers prevent them from creating an account. Additionally, the content heavily emphasized prescription refills, failing to showcase the range of new features and functionalities introduced by Shoppers in recent years.
To address these gaps, I conducted additional research and consulted with a Design Researcher to assess the homepage’s design and content.
Discovery
I analyzed competitor’s sites to identity opportunity
I compared competitors that offer similar services, such as account creation, auto refill, and family account management.
To understand their homepage strategies and identify the differences between their approach and ours, I evaluated: (1) the visual elements displayed in the hero banner, (2) what CTAs were used for account creation, (3) the overall section layout.
Competitive analysis notes in Miro
Design & Content Alignment
Restructuring a customer-first information architecture
A key finding from the content audit revealed that each section lacks coherence in effectively communicating benefits and features of creating an account. User research also revealed that low visibility of key information negatively impacts the browsing experience. Based on these insights, Jamie and I restructured and proposed the information architecture into a refined order to help accomplish the Jobs To be Done.
Before vs. After Comparison
Jobs to be done
As a patient:
01
I want to feel confident choosing this pharmacy, so that I trust it will support my ongoing health needs.
02
I want information and next steps to be clear and easy to follow, so that I can move through the website without confusion.
03
I want to quickly see how creating an account will make managing my prescriptions easier, so that I feel confident signing up.
01 Value Propositions
Defining our competitive advantages
To motivate customers to create an account, we first needed to clearly articulate why choosing our pharmacy is valuable in the first place. In collaboration with the business team, we aligned on four key value propositions: (1) quick and easy refills, (2) text and email updates, (3) a personalized dashboard, and (4) one central account for family prescriptions.
I restructured how pharmacy value propositions were presented to make competitive advantages immediately scannable and benefit-driven. Rather than listing services, the design emphasized tangible outcomes, such as delivery speed and convenience to build trust before commitment. I explored layout variations to reinforce emphasis and clarity, refining visual hierarchy to ensure the most compelling benefits stood out at a glance.
Challenge 2
Finding a middle ground with technical constraints
While certain layout explorations delivered stronger content emphasis, they required new front-end components that would increase development complexity and impact timelines. To ensure we could ship efficiently while maintaining long-term scalability, we aligned closely with PM and engineering to evaluate feasibility, story points, and component reusability. Rather than introducing entirely new patterns, we prioritized solutions that leveraged the existing design system and front-end architecture.
Design - 01 Our Value Propositions
Making competitive advantages instantly scannable while remaining scalable within technical constraints
After assessing impact versus implementation effort, we selected Version 2a: the single-row horizontal layout that balanced visual clarity with flexibility for future expansion. The design layout provides clear, scannable value messaging while remaining flexible within the existing component structure. The layout allows customers to quickly understand the benefits of creating an account, while enabling the team to scale additional value propositions over time.
Design - 02 How it works
Making the process visible and predictable
We selected a solution built from existing design system components to ensure efficient implementation. The final layout makes each step visible, structured, and easy to follow, helping users move toward account creation with confidence.
Design - 03 Account Benefits
Communicating pharmacy benefit pillars more effectively
Account benefits were redesigned to clarify how creating an account simplifies prescription management. The experience shifted from feature-heavy descriptions to user-centred outcomes, so that potential customers can quickly understand the offerings upon signing in to the prescription management dashboard.
Stakeholder Alignment
Co-facilitating a cross-functional vision workshop
I partnered with a senior designer to gather design ideas from stakeholders. After presenting key research findings and the competitive landscape, I led a collaborative sketching session on Miro. We prepared a tip sheet and tools section for guidance. It was my first time hosting a virtual session with a large group of audiences and it was an rewarding experience.
Validating Design Decisions
How I designed to build trust with customers
I drafted a research plan, approved by our Design Research team, and recruited seven participants to take part in a moderated usability test of the redesign experience. The goal was to evaluate how we effectively the new information architecture communicates account benefits and support navigation, and to assess the clarity of the updated copy.
Key Impact at a Glance
A clearer, more confident pharmacy experience
The responsive web experiences helped reduce uncertainty and hesitation for current and potential customers navigate and understand the benefits of creating an account. By restructuring content and improving hierarchy, customers were better supported in making decision.
Impact #1
Reduced user hesitation
Customers reported greater confidence understanding account value and next steps.
Impact #2
Improved reading flow and content consistency
Clearer hierarchy and structured sequencing supported smoother navigation across devices.
Impact #3
Lower drop-off at key decision points
Improved clarity and value communication contributed to reduced bounce rates and stronger engagement with account-related actions.
Reflecting on the journey
Collaborating with an agile development team
Keep everyone in the loop
I learned to be very vocal about the work I was doing to ensure everyone was aware with the changes I was proposing to avoid any surprises.
Be adaptive to change
Rigorous iteration and testing helps me make more informed decision based on feedback.
I had an amazing internship opportunity at Loblaw Digital as an Associate Product Designer with the Digital Pharmacy (DRx) team. I had an incredible time working on the project. Co-leading the design studio with stakeholders was a valuable experience that allowed us to collaborate and align on the design direction early on in the project.
Here are some pictures of my time in the Downtown Toronto office.
