Redesign of Capsule partnership landing page.
Project type: Landing Page Redesign
Role: UX Designer, B2B Marketer
Industry: Healthcare
Tools: Figma, InDesign
Project Context
Capsule is the pharmacy that delivers your prescriptions, the same day, for free—all from your phone. In 2020, Capsule launched a strategic initiative to partner with doctors' offices and medical practices in New York City, allowing doctors to automatically send prescriptions to Capsule unless patients opted out. This partnership appealed to doctors because it streamlined insurance communications, saved time, and improved medication adherence by delivering medications directly to patients' homes.
Although conceived before the COVID-19 pandemic, the initiative became vital during lockdowns, enabling safe and seamless delivery of medications as practices transitioned to telemedicine.
Problem
Medical practices needed a way to easily and virtually inform their patients about medication delivery through Capsule.
Solution
Dedicated Capsule landing pages on doctors' websites that provided clear instructions on how to use Capsule and essential information about its services.
Constraints
This project presented several challenges:
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Lack of control over the actual implementation, which was owned by whatever technical resources were at the disposal of the medical practices
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Designs had to be very simple and replicable, as in some cases receptionists or other non-technical staff were responsible for implementing the new pages
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Capsule had strict brand and messaging guidelines, requiring the use of approved consumer-facing copy, which could not be tailored specifically for this use case
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The onset of COVID-19 created an urgent need to swiftly communicate this information to patients, forcing us to rush designs out to our partners
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As a marketer with limited design experience, I had never designed wireframes or mockups before
Process
To implement the Capsule landing pages across doctors' websites, we followed a collaborative approach to guide each office through the process.
1
Asset Development
Developed and shared wireframes, mockups, and assets with the doctor's office
2
Kickoff Call
Scheduled a call to discuss designs with their team, addressing any questions
3
Ongoing Support
Worked with the doctor's offices to ensure the page went live on schedule
Quality Assurance
Reviewed final page for consistency with Capsule's brand messaging and value proposition
4
Assets Provided to Doctor's Offices for Implementation
Wireframe
Mockup
Assets
Design
Original Design
Because of the constraints listed above, the landing page did not initially follow basic design best practices. Issues included inconsistent spacing and hierarchy, small font sizes impacting readability, excessive white space detracting from visual coherence, and a lack of alignment with Capsule's brand identity, which compromised trust and credibility.
Redesign
In redesigning the landing page, my primary objective was to address these issues while enhancing the overall user experience and aligning the pages more closely with Capsule's brand identity. This involved refining the layout, improving visual hierarchy, and ensuring a harmonious integration of Capsule's branding elements within the context of the doctors' websites. Slight changes were also made to the copy to make the tone more friendly and accessible.
Original Design
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Updated Design
Impact
The Capsule landing pages, a key component of the doctor partnerships initiative, significantly improved patient communication and care. These digital tools enabled doctors' offices to efficiently share vital information about Capsule's services, ensuring continuity for doctors and patients during the COVID-19 pandemic.
Partnering with Capsule allowed doctors to streamline operations by off-loading time-consuming tasks like pre-authorizations and insurance communications, allowing them to focus on patient care.
This initiative also expanded Capsule's market reach. Seamless integration with telemedicine practices during the pandemic enabled Capsule to access a broader patient base, increasing prescription volume and driving exponential growth.
However, the initial page designs muted the impact of this initiative. My proposed redesign enhances the patient experience and adds credibility to both Capsule and its partner practices.
Takeaways
This project pushed me out of my comfort zone and taught me valuable lessons about the intersection of healthcare, marketing, and design. Key takeaways include:
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Prioritizing timely communication over perfection is crucial, especially during urgent situations like a pandemic
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Clear and detailed wireframes are essential for ensuring everyone involved understands the design specifications, facilitating smoother implementation and better results
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I learned that design intuition varies greatly; what may be self-evident to one person might not be apparent to others