Rx Transfer Experience

Building trust and improving patient acquisition

Owned UX and UI across platforms, including problem-framing, research, design strategy, execution, and cross-functional alignment.

Role

Duration

8 Weeks

Tools

Figma, Mural, UserZoom, Teams

Overview

 

Kroger pharmacies serve millions nationwide, with prescription transfers often being a customer's first digital interaction, crucial for building trust and engagement. I led efforts to enhance the digital Rx transfer experience across web and mobile, addressing issues of clarity, efficiency, and visibility that hindered conversions and trust.

This initiative involved three overlapping phases, balancing immediate business needs with scalable long-term solutions within the health ecosystem.

Core Challenges

  • Long forms, especially for new patients

  • Manual, repetitive data entry when transferring multiple prescriptions

  • Data accuracy dependent on manual entry

  • Limited transparency after submission

  • Mental models around account requirements

 
 
Original version of the prescription transfers screen on a phone

Design Strategy

Reduce perceived effort

Build trust through clarity

Design holistically

Phase 1

Core Flow Redesign

Unlocked operational value by enabling notifications, improving follow-through and pickup rates.

Key improvements

  • Express consent enabled SMS notifications, even for users without an account, closing a critical communication gap where users previously submitted a transfer with no visibility into progress

  • Previously, customers transferring multiple prescriptions had to manually re-enter the same pharmacy information repeatedly.

    • Introduced “Transfer All Active”

    • Reduced input fields from 4 to 2

    • Eliminated redundant data entry

    • Significantly lowered effort for users switching pharmacies

  • Improved transparency, orientation, and readability

Phase 2

Competitor Selector

  • Added a searchable competitor pharmacy selector, reducing the need for users to look up information outside the app

  • Improved accuracy of information received by associates, which translated to time and cost savings

Visual & Content Enhancements

In addition to the feature addition, this phase allowed for further improvements to hierarchy and layout, and the opportunity to provide clearer instructions throughout the flow.

Phase 3

Landing Page Enhancements

Users access transfers via website, QR codes, and campaigns without prior context. The landing page must quickly orient users and build trust.

Research-driven insights

  • Users expected that an account was required before even seeing the page

  • This mental model existed prior to interaction, not because of UI placement

  • Users wanted reassurance about refills, tracking, and next steps

Research slide outlining transfers landing page opportunities for improvement
 

Method

Study 1: Unmoderated usability + questionnaire (45 participants, web)

  • Tested sign-in placement and presence

  • Found no significant change in perception across variations

Study 2: Redesigned concepts (60 participants)

  • Improved understanding that accounts were optional

  • Confidence improved modestly, but clarity increased

  • Users still wanted more upfront insurance information (not technically feasible yet)

Outcome

  • Refined copy to minimize cognitive overload and improve overall clarity

  • Encouraged sign-in as a time-saving benefit, not a requirement

  • Ran live A/B tests and optimized layouts separately for native and web, recognizing platform-specific needs

Redesigned prescription transfers landing screen on a mobile device
Redesigned prescription transfers landing screen on a laptop
Redesigned prescription transfers landing screen scrolled to process description on a mobile device
Redesigned prescription transfers landing screen scrolled to process description on a laptop

Results & Impact

The redesign more than doubled transfer conversion, increasing completion from 24.78% to 56%+, with additional gains driven by improved landing page clarity and trust-building patterns. Each phase addressed a distinct friction point - flow complexity, data accuracy, and first-time user confidence - resulting in sustained performance improvements.

Incremental conversion gains driven by phased UX, UI, and messaging improvements across web and native platforms.

Learnings

 

Design is never truly done—there’s always room to refine and evolve. Having the opportunity to iterate allowed me to launch quickly, learn from real users, and make incremental updates that drove meaningful impact with each release. Working closely with product partners, AX counterparts, and developers helped uncover opportunities to streamline the experience for both customers and associates. While no design is ever perfect, I’m confident this work left the transfer flow in a much stronger place—simpler, clearer, and more effective for the people who rely on it.