Much of the shopping experiences nowadays are focused on engaging young, tech-savvy shoppers. However, in a world where technology is advancing rapidly, older generations have been left behind to simply accept these changes. Our project aims to bridge this gap by creating solutions that make pharmacy services more inclusive and accessible for the elderly, without stripping away their autonomy.
"Ageing is not lost youth but a new stage of opportunity and strength."
— Betty Friedan, co-founder of National Organisation for Women
Understand elderly individuals' experiences.
Conduct UX & service design research to gain insights into their experiences when shopping for medications.
Identify user aspirations for inclusivity.
Explore the needs, aspirations, and challenges of elderly individuals in accessing and navigating pharmacy services.
Integrate ethical and sustainable practices.
Ensure that data collection and research processes prioritise the well-being of elderly users and society.
Designs are informed by UX research.
Use insights from research to justify design solutions that enhance UX, with a focus on inclusivity and accessibility.
desk research
user interviews
user research
observations
affinity map personas
empathy map
journey map
DEMOGRAPHICS
Age: 65+
Occupation: Retired
Location: Suburban Australia
Tech usage: Very low
Health: Ranging from generally healthy, to having health conditions including chronic illnesses, disabilities or physical impairments
Lifestyle: Diverse, including active retirees, caregivers, individuals with leisurely pursuits
PARTICIPANTS
We conducted in-depth sit down interviews with 6 participants outside of pharmacies.
MATERIALS
A fieldwork plan was created to guide us on what to do before, during, and after the observations and interviews.
All 6 participants were asked to sign a consent form prior to conducting the interviews to ensure ethical and legal compliance.
FINDINGS
Interviews with elderly pharmacy customers unveiled challenges such as language barriers, navigating narrow aisles and technology apprehension.
These findings underscore the importance of facilitating a supportive in-store environment that respects autonomy while providing discreet assistance.
Affinity maps were created to visualise our insights and observations gained from interviews & observations, providing a structured framework to identify patterns, themes, and opportunities.
Using the insights gathered from observations and interviews, we grouped similar themes, patterns, pain points, preferences, and behaviours. This approach ensured that our personas were informed by real user data and insights.
SCENARIO: Realising they're running low on their essential medication, an elderly individual decides to head to their nearby pharmacy in the morning.
100% of users favoured in-person transactions due to trust and familiarity with traditional methods of shopping
Mobility and in-store navigation challenges while shopping is a common pain point amongst users
Users valued independence and autonomy while shopping for medications, preferring to make decisions on their own
User interviews revealed a strong inclination towards cost consciousness, valuing practicality and cheaper options
100% of users favoured in-person transactions due to trust and familiarity with traditional methods of shopping
Mobility and in-store navigation challenges while shopping is a common pain point amongst users
Idea 1: Smart pharmacy card
These smart pharmacy cards can track their prescription statuses in real-time, and send reminders for medication doses and refills, so the elderly won’t forget when to buy medication and what type of medication to buy.
Idea 2: Facial recognition scan & collect
The elderly can approach pickup points near the entrance or cash register. Through facial recognition technology, pharmacy workers confirm their identity and retrieve the pre-selected items from the shelves.
Pharmacy smart card
User checks the status of their medications on their pharmacy smart card.
Pharmacy staff checks the user's smart card and product availability using tablet.
Staff turns on auto-translation when communicating with the user.
Adjustment of text sizes on screen
Diverse language options
