Case Study
Redesigning prescription refills for 2M+ users
Taking the Publix Pharmacy app from 2.4 to 4.9 stars by rebuilding the entire refill experience.
The Problem
Users were abandoning refills and calling the pharmacy instead. The prescription refill flow had a low completion rate and high call-in rate to pharmacists. App store reviews reflected deep frustration — users couldn't figure out how to refill their medications.
For a user base that skews older (40+), the existing UX was failing at the most basic task the app was supposed to solve.
Unclear Step Sequence
Users had to complete steps A, B, C sequentially, but the UI didn't communicate this. Many hit disabled buttons and bounced.
Frustrating Touch Targets
Tiny checkboxes that immediately removed prescriptions. For users with reduced dexterity, accidental deletions were common.
No Visual Context
The location picker was a flat text list — no map, no hours, no way to identify your regular pharmacy.
Disabled Buttons
The submit button stayed disabled with no explanation. Users stared at a grayed-out button with no path forward.
Before
A cramped, confusing flow that packed everything onto disconnected screens with no clear guidance.
The original refill experience
→The Solution
I broke the monolithic screen into a step-by-step flow. Each step has one job. The redesign prioritized effortless navigation, WCAG-compliant touch targets, and a collaborative process with engineering to understand backend constraints.
The redesigned refill experience
→Results
Awesome job!
Finally, the pharmacy app we’ve all been waiting for! I kept saying, ‘You need to change developers!’ And guess what? You did it! Now it’s smooth, reliable, and makes getting my meds a breeze.
Steven J. McAvoy · Oct 2024
A Game-Changer!
The Publix pharmacy app has truly made managing my prescriptions so much easier and hassle-free. From quick refills to tracking my medication history, the app simplifies everything.
theAbeCaster · Nov 2024
Best Pharmacy App Out There
The new design upgrade is a fantastic improvement. It’s perfect for staying on top of my medications and keeping everything organized.
motom11 · Oct 2024
What I Learned
Constraints breed creativity
Working within backend limitations forced smarter UX solutions. The date picker came from deep collaboration with engineering.
App reviews are research
Without robust analytics, app store reviews became my primary signal for validating pain points and prioritizing fixes.
Accessibility is the baseline
Designing for our 40+ demographic meant larger touch targets and clearer sequences — which benefited everyone.