Design Goals

GSK Direct is an B2B eCommerce platform operating in Canada, Poland, Italy and France. Their customers are Pharmacy, Doctor surgery, Travel Clinics and hospitals excluding wholesalers. Most of the users order their flu vaccines and RX medicine supplies weekly or pending the demand of the patients as well as the season.

The platform was last redesigned in 2018 and it needs more work not just in UX & UI but the infrastructure. The user experience on the site is clunky and restricted due to the technology. The team of Engineers had many discussions including myself if we should rebuild the whole site from scratch with off-the-shelf Big Commerce solutions, or rebuild sections onto Google Cloud Platform (GCP) strangling the site slowly.

Finally, the team decided to test rebuilding one section ‘Order History’ onto GCP. ‘Order History’ does not interfere with the product catalogue and the risk is very low across all markets.

The approach

I was leading the UX and Design for this project with a Senior Researcher. Besides supporting the UI implementation for ‘Order History’ to test the concept of technology, I was conducting Heuristic Analysis, working through the opportunity Backlog with the Product Manager.

As no data was generally available for us, we implemented FullStory and it allows us to have a better picture of the site traffic, user’s behaviour and even all the broken functionalities that Engineers were struggling to replicate. Using these data we will be able to identify the areas on the site that need immediate fix, which are the area we can improve the experience and usability.

From the sessions extracted from FullStory, we spotted issues when user update their address and there was no messaging to inform that they will not be able to make a purchase till the new address is verified. With this new data, we did a short test on the User Testing platform.

We now have data to guide us with the Opportunity Backlog and conducted more testings on many areas of the site.