Project Brief
At the time of this study, customers initiating their first prescription fill had no way to set up automatic refills. It was a multi-step process that required navigating to a separate section of the interface that many never discovered. Even when they did, the system required waiting until the second fill before auto refill could be activated. This delay potentially affected both customer satisfaction and medication adherence.
Research Goals
Test whether offering auto refill enrollment at the very first prescription fill would:
- Increase enrollment by presenting the option at the earliest possible touchpoint
- Remove the burden of customers needing to remember to set it up later
- Improve medication adherence by reducing missed or delayed refills
My Role
- Gathered study requirements from design and product partners
- Designed the moderated study in parallel with the UX design partner (guide, tasks, prototype, stakeholder check-ins)
- Recruited participants and conducted the interviews
- Analyzed and synthesized findings
- Presented results to the web product team
Key Findings
88% of participants expressed satisfaction with the overall design, specifically praising it as "clean," "simple," and "easy to navigate."
62.5% of participants found the "Try auto refill" modal helpful after adding a new prescription, appreciating having the option surfaced early rather than discovering it later.
"I haven't seen it in this format before, but this is a nice way to do it."
38% of participants misread placeholder text ("Lipitor") as a pre-selected medication rather than an example, and a separate 38% didn't recognize radio buttons as clickable elements.
Two participants raised concerns about "control": for some users, automating refills can feel like surrendering autonomy over their own medication management.
Additional smaller findings: shipping-date inconsistencies across pages (noticed by 25% of participants), confusion around "Estimated total" language persisting through order confirmation, and duplicate "Continue" buttons creating uncertainty about the correct path forward.
Why a Small Moderated Sample Worked Here
With only 8 participants, the study efficiently surfaced major usability issues (Nielsen's heuristic suggests 5–8 participants can identify roughly 85% of usability problems), while the moderated format captured rich contextual and emotional data (like the "control" concern) that a larger quantitative survey would likely have missed entirely.