MOBILE APP DESIGN
UX Result
The introduction of contextual upselling strategies in the Phlo pharmacy app increased awareness of over-the-counter (OTC) medication availability, improved user convenience, and boosted the average order value. By seamlessly integrating personalised recommendations, the new approach enhanced both commercial value and user experience without disrupting the app's usability.
Project Context
Many users of the Phlo mobile app rely on it for managing and receiving their NHS prescriptions but were unaware that they could also purchase OTC medications directly through the platform. This lack of visibility led to missed sales opportunities and potential customer abandonment. The goal of this initiative was to introduce a seamless upselling experience optimised for mobile users while maintaining a smooth and persuasive shopping journey.
Identifying Challenges
Improving accessibility to OTC medications without disrupting the prescription management experience.
Integrating effective upselling opportunities to increase the average order value.
Ensuring user satisfaction by keeping the experience seamless and non-intrusive.
Personalising product recommendations to make them relevant and engaging.
Setting Objectives
Enhance visibility of OTC products within the user journey.
Implement well-timed upselling moments that feel natural and valuable to users.
Maintain a frictionless experience by ensuring the purchasing process remains simple.
Use data-driven personalisation to make product recommendations more relevant.
Research & Insights
1. Many users were unaware that they could purchase OTC medications within the app.
2. The absence of contextual product suggestions made it less intuitive for users to explore this feature.
3. Introducing OTC product recommendations at the checkout stage significantly improved user engagement and order completion.
Design Process
Two distinct upselling strategies were developed to align with user behaviour and maximise engagement:
Seasonal Plan
This approach mirrors the in-store experience of physical pharmacies by displaying a curated selection of seasonal medications during checkout. For example, in winter, users receive recommendations for cold and flu treatments immediately after confirming their prescription order. By leveraging seasonal relevance, this method encourages impulse purchases in a way that feels natural and useful.
Combined Plan
Using FindMine AI integration, this strategy analyses user prescriptions and suggests complementary OTC products. Pharmacists curate personalised treatment plans that include both prescribed medications and recommended OTC items. By providing contextually relevant recommendations, this approach fosters a more comprehensive shopping experience while enhancing trust and engagement.
Both plans were strategically positioned within the user journey:
The seasonal plan appears after the checkout process, ensuring it does not interrupt the prescription flow.
The combined plan is integrated between the delivery selection and order review screens, making it a natural extension of the purchasing process.
Implemented Solutions
To further refine the upselling experience, a personalised recommendation system was introduced, using the following key data points:
Purchase history to suggest relevant products based on past orders.
Seasonality to dynamically adjust product recommendations based on time of year.
Health trends to promote items related to common seasonal needs, such as flu outbreaks.
For example, if a user orders cold medication, the app may suggest throat lozenges or vitamins to support immune health. This creates a value-driven shopping experience rather than a forced upsell.
Conclusion
The upselling initiative within the Phlo pharmacy app successfully improved user awareness of OTC products while increasing revenue through targeted, well-placed recommendations. By integrating data-driven personalization and strategically positioning upselling opportunities, the app made OTC purchases more relevant and accessible without disrupting the primary prescription ordering experience. This approach not only enhanced commercial performance but also strengthened the app’s role as a comprehensive digital pharmacy solution.