eZRx+ Ordering
eZRx+ is a B2B e-commerce platform that enables healthcare providers & professionals to order, return and pay for healthcare products and services. Simultaneously, principals & manufacturers can showcase their products and promotions on the platform to provide the widest product assortment.
The pharma distribution industry is moving towards the digitalisation of the B2B and B2C user experience. The goal of this project is to overhaul the old eZRx interface with a refreshed and modern design that better encapsulates user needs, thus resulting in higher conversion for the business.
Project duration
My role
~ 2 years
Aug '21 to Jul '23
Product designer
Tools used
Figma
Jira
Confluence
Azure DevOps
Paper & pencil
Responsibilities
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Planning, ideating and executing the product alongside other stakeholders
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Main designer for web responsive screens across all modules, namely: Orders, Returns, Payments, and Admin
Visualising the E2E workflow
The revamp of the B2B e-commerce interface include the eZRx+ portal itself as well as a secondary portal called the Seller Centre to support the services available on eZRx+. For this case study, we will be focusing solely on the Order module of eZRx+.
If you would like to know more about the complete end-to-end flow, you can view the Seller Centre case study here.
Kicking-off the Design Sprints with Workshops
We caught up with key members of the eZRx product teams and market representatives from Singapore, Malaysia, Thailand and Vietnam to better understand current challenges and align on a common vision of success.
2
Sessions
6
Hours
4
Countries
687
Virtual sticky notes
Key goals
From these sessions, we were then able to identify key goals for eZRx.
A user-friendly, customer-oriented platform that customers can easily use without going through a sales representative.
Includes features that will aid and engage users such live consultation,
delivery tracking, chatbots, and campaigns.
A one-stop shop where users can monitor purchases, invoices etc. in real time.
Become the number one go-to channel for users to engage with Zuellig Pharma.
Challenges
The sessions had also called to our attention on some of the challenges we might face, namely:
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Working with a complex legacy system
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Harmonising different requirements across different user types/markets/distributors...
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Improving platform stability
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Acclimatising all users to the new eZRx, especially customers
Connecting with Users
Although we had discussed our users’ goals and pain points during the workshop, the interviews were an opportunity to hear directly from our portal’s users. We also asked sales representatives for insights on how their customers use the portal.
4 Sales representatives
1 Customer
Uplifting the eZRx brand
The typeface we chose was Noto Sans, as it is:
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Easy to read
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Available in 800+ languages - to account for translations for other markets
We wanted to maintain eZRx's distinctive brand identity while livening it up with a more vibrant colour palette.
Before & After
Combining the insights gained from speaking to internal stakeholders and our end-users, several design recommendations were implemented to enhance the user experience, thus bringing about eZRx+.
Homepage
The problem
Users had to navigate three dropdowns to select a 'Ship-to Address' before accessing eZRx products, despite most having only one address, making the process unnecessary and cumbersome.
Before
The solution
The 'Ship-to address' selection was removed to streamline the experience, and quick shortcuts like the 'Recently Ordered Items' widget were added for easier access.
Products are now displayed on the Homepage to encourage browsing.
After
Product details
The problem
The old eZRx had an unconventional ordering flow with products, cart, and checkout on a single page, lacking product images or rich media, as details were confined to a single-row table format.
Before
The solution
To enhance user experience, a product details page with images, descriptions, and instructions was designed based on user feedback. A product catalog with filters and offers was also added to improve discovery.
After
Order History
The problem
As a B2B eCommerce site, eZRx tracks order statuses at the item level since items from different suppliers ship separately. The old system displayed a single status for the whole order, causing misinformation and confusion.
The solution
To improve order status clarity, two views were introduced: 'View by Items' for item-level status with images and 'View by Orders' for a high-level overview, maintaining familiarity with the old system.
Before
After
Validating new designs with end-users
Given that the majority of feature enhancements and iterations were initiated by the internal team, we wanted to make sure that we validate our new designs with end-users to ensure that it aligns with their needs.
Methodology
Test period
Method
Participants
8 May to 12 May 2023
Moderated, in-person usability testing in Malaysia
8 customers who have used the eZRx portal for at least a year
Breaking down our findings
Note-taking for each session on figma; broken down into the respective tasks and screens.
Collate insights and findings by grouping post-its with similar statements across all sessions.
Crazy 8 workshop session to brainstorm ideas on how we can tackle some of the painpoints from the sessions.
Deliverables
What did we want to achieve?
100% of users complete the defined path as expected.
Our new performed better against the previous version on all KPIs.
Gauge user sentiments towards new features and drastic design changes.
Results
Did we achieve our goals?
100% of users complete the defined path as expected.
Users were divided with some wanting the new eZRx to be implemented ASAP while the rest were concerned about how this new version is a step-up from the previous one.
All users reacted positively to the inclusion of product images but completely by-passed the product catalogue as it was not relevant to them.
Verbatim
"Better than current version. If I want to explore, I can. I can check my order and all that also, save time"
Session 1 - Thoughts on Homepage
"Easy to track order, can order again easily if I forgot some quantity last week."
Session 7 - Thoughts on Homepage
"What is the added benefit from the current one? I think it is almost similar."
Session 6 - Thoughts on overall experience
Project Takeaways
1️⃣ Unconventional solutions can be more effective
Applying B2C eCommerce practices to eZRx backfired, as users prioritise quick reordering over browsing. Usability testing showed most users bypassed the catalogue in favour of search.
2️⃣ Aligning business goals with user needs is crucial
While rich filters and promotions were added to enhance value, users overlooked them and were confused by unexpected bonus items. Further research is needed to optimise promo mechanics for B2B users.
If time permits, I would like to...
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Collaborate with Product Managers to create a roadmap for implementing design iterations based on usability testing findings.
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Work with the Data Analytics team to establish UX-related KPIs and benchmarks.
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Partner with the UX Research Lead to develop a research plan for usability testing across additional markets where eZRx operates.
