Vets First Choice - Fast Fill — Owen McGillicuddy

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summary:

after acquiring one of the largest veterinary compounding pharmacies in america, one of Vets First Choice's tasks was to increase online orders through the existing refill portal, and to do so we decided to completely redesign, start from scratch!

my goal:

to leverage our companies existing data and provide the user with the simplest possible ordering experience

my role:

goals:

•create a user friendly design for the “fares” section of the MBTA website.
•provide users with easily accessible information that leaves them well-informed in the shortest possible amount of time.

discovering the problems through research:

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•research started by compiling the information we were given by the MBTA, breaking down the existing site, and recording our own observations.

•in order to better understand how our users are using the existing website, we observed them as they were preforming a simple task.

•in total, we conducted 5 user tests, interviewed 7 users, and surveyed 35 users.

key findings:

•research showed that a small percentage of the target demographic was actually using the “fares” section, so we had to find those people and identify their main goals and needs.

•the majority of the problems arose when dealing with the commuter rail. occasional users of the commuter rail found the information to be very confusing and unclear, especially information regarding zones, passes, and tickets.

•the more frequent users of the MBTA would like to have easier and more clear access to information regarding monthly passes.

•the tourists were unclear as to what type of ticket or pass would be best for them for a short period of time.

sketches, ideation, iteration:

after completing our first individual paper iterations, we laid them out to compare and critique. we then took the best aspects of each design and combined them into our first iteration in higher fidelity using sketch.

once we had our designs at a good level of fidelity, we used InVision to make a clickable prototype. we then tested the prototype on 7 MBTA users, and repeated the process 4 times before finalizing and presenting to the client.

to try out the prototype, scroll down to the "fares and passes" section!