Pill Club

Pill Club is an online, direct-to-consumer birth control prescription and delivery service. Backed by a team of health professionals, the company functions on its own as a pharmacy, helping customers across the United States easily get affordable birth control. Their mission is to be a trusted healthcare professional for women through access, choice and education.

To give us a better idea of Pill Club's identity, we looked in-depth into their mission statement and values, and synthesized this research into five brand pillars.

In order to figure out how we could intervene, we needed to learn more about how individuals are currently feeling about online birth control services as well as the domain it exists within. Since we could not test to completion Pill Club's service for ourselves, we turned to customer reviews to uncover opportunity areas.

Research on Pill Club's competition (i.e. Hers and Nurx) revealed that some of their problems are are, in fact, industry-wide. From the information we gathered, we were able to conclude that none of these companies provide enough support for newcomers in the form of educational content. This helped inform our competitive analysis matrix and our decision to give Pill Club an advantage by catering to the audience; and subsequently allowing them to truly embody their brand pillars of 'prioritizing understanding 'and 'empowered decision making' even more.

With the business problem and the opportunity established, we asked ourselves

Our team developed a set of guiding principles that we referred to continuously throughout our iteration process. These would be used to measure how well our intervention is staying in line with Pill Club's values and pillars.

While secondary research was helpful, an interview with a medical expert gave us insights into limitations we might face given the healthcare domain of the project. It helped us understand what we could and couldn't do as designers, narrow the scope of the intervention and start defining our brand voice.

With a direction established, the next step was to identify the key needs and characteristics of our target audience (potential customers new to birth control pills) which we did through 90+ anonymous surveys and 5 follow-up interviews. There were three insights gathered from this research, that were key in informing our persona.

After a series of iterations, testing, and further iterations from a design sprint, the team and I refined our solution and crafted Pill Club Resources. Pill Club Resources is an enhancement of the company's digital presence in order to help them appeal to customers new to oral contraception. It consists of three sections, Learn, Brands and Pill Pals.

This page addresses the initial questions potential customers may have in one centralized location. Sectioned and expandable information helps present it in a digestible manner, as not to overwhelm them.

To help potential customers make informed choices, brand prices, alternatives, and medical precautions are outlined.

To find the pill option that is most suitable for one's case, it is important to consider such factors like lifestyle, mental and physical wellbeing. Pill Pals provides stories of individuals similar to customers in an effort to help find the product that works for them.Additionally, to ease the stress and alienation caused by the stigma of birth control, the openness of the stories aims to normalize birth control pill experiences.

Pill Club Resources gives the company a distinct advantage over others in the telecontraception industry by bringing customers confidence in their decision to choose Pill Club. In turn, with this intervention, the company would be able to expand its customer base to individuals like Vanessa from our persona.

Working on this project was a roller coaster of emotions. Within the past 8 weeks I have learned so much and grown immensely as a designer. This project allowed for me to realize just how much the details in a project can impact the final results, every pixel and word on a screen has the power to influence a person’s experience with the overall design. 
‍
Going into the project I was very skeptical about the team I would be working with as I had never worked with any of the members prior. However, I am so lucky that all of us had such an amazing working dynamic that made the process, no matter how stressful, a lot more manageable. Thank you for your hard work, friendship and our endless Discord calls.