Prescription Journey
Background
Apoteket AB is Sweden’s leading pharmacy company, with a strong level of public trust. With around 400 stores, over 550 agents, and one of the country’s largest loyalty programs Apoteket+ with over three million members, Apoteket combines a strong physical presence with a robust digital platform through apoteket.se and the Apoteket app.
www.apoteket.se
Year
Jan 2024 – May 2025
Client
Apoteket
Role
Product & UI Designer
Intro
In the start of the project we decided to talk to customers to understand more of the existing pain points when trying to purchase prescriptions. The customers we spoke with told and showed us that they use the app to pick up prescription medications and/or to purchase over-the-counter products. Those with prescriptions often begin their login by identifying themselves with BankID, then collecting the medications they currently need. Meanwhile, over-the-counter customers usually start by searching for the products they’re looking for directly. However, the quantitative data I reviewed shows a low number of combined receipts, meaning few purchases include both prescriptions and over-the-counter items.
From the people We’ve talked to, the app is rarely used to find the nearest pharmacy, contact Customer Service, or review personal settings and information under Mina sidor (“My pages”). Several mentioned they hadn’t even noticed these features before, and they hadn’t missed or needed them. We wanted to change that as well.
Other pain points we found
• Prescriptions that cannot be collected lead to a dead end
• Many prescriptions results in a lot of scrolling and information
• Previous prescriptions with old dosages/strengths remain visible
• It’s not possible to see expired prescriptions for those you have power of attorney for
• Orders are split when placing an order on someone else’s behalf
• Once you’re on the prescription page, there’s no way to manage power of attorney
62%
Of users are on the App only to view their precriptions
46%
Of users wants notifications for precriptions
37%
Of users wants notifications for high cost protection
Renew prescription with Doctor 24
45%
Additional sales
280K SEK
New orders
60%
New prescription renewal
The main reason for the increase, besides the UX flow improvements, was the redesign of the prescription renewal process. Previously, a banner-style image with the text “Renew your prescription” was displayed, but it wasn’t clear to users that they were being redirected outside the app and which specific prescription they were renewing.
In the new design, I replaced the banner with a button using the same text. When clicked, the button triggered a modal introducing an intermediate step before entering Doktor24. The modal clearly shows which prescription is being renewed and the exact dosage required, making the process much more intuitive. It also highlights that Doktor24 is available 24/7 and that the renewal takes less than 15 minutes to complete.
These changes helped users feel more confident and comfortable renewing their prescriptions, ultimately driving stronger engagement and benefiting the business.
Result
Since our first realize, th usage of the prescription renewal service via Doktor24 has increased by over 45% in the past month, reaching volumes not seen since 2023. This has generated approximately SEK 280,000 in accumulated revenue for Apoteket Online as of March, excluding additional sales. The number of online prescription orders from Doktor24 has also grown by more than 60%, reflecting a strong correlation between renewal usage and order volumes.
The growth is primarily driven by recent UX and UI improvements in the prescription process on both web and app. Since the launch of the new flow, a clear positive trend has emerged.