Increasing Business Revenue with Cross-Sale

Creating modern looking responsive and modular Emails to engage with clients
Products

Overview

Apomeds is an online pharmacy service operating in Europe, they provide online diagnoses (via partner brand) and quick home delivery of prescription and over-the-counter drugs.
One of the main sources of revenue for the company is the sale of ED treatments for men (VIagra …) The company provides branded medicine from known providers such as Pfizer and Lilly and their equivalent more generic substitutes - the generic ones are significantly cheaper and there is a business incentive to sale them instead of the branded ones - the company may offer a better price and even cut a bigger margin when selling these products.

My role:
Planning, UX design
Brand
Apomeds
Timeline
2 Weeks

The Problem

Apomeds customers trust and prefer mostly branded products when given the choice and mostly try to buy them and not the generic ones. Therefore, they miss the chance for greater value for their money and the company misses in cutting a bigger margin.

Limitation:
Regulation-wise we we are not allowed to market RX medicine say that one product is better than the other in its effects, or give it a description beyond what was sanctioned by EU health authorities.
The entity that provides Medical service (Diagnosis in our case) Cannot be the same one who Sales the treatment (Pharmacy)

Apomeds Website
Branded vs Alternative products
The
Challenge
Increase company revenue via alternative product sales
Create a way for customers to be offered an alternative product as a bargain without increasing the drop significantly
Choose the best stage in the flow for the offer
Design a consecutive well-communicated offer
Research
In modifying a rather long attention-requiring medical flow I figured we had to tread lightly, and therefore I aimed to investigate best practices and locate the best strategic location for the Cross sale element
How The service works:
In principle, every RX (Requires medical prescription) type of treatment has its flow that comprises A diagnose stage, product selection, and check out here is a simplified diagram:
Best Practices and Principles
From our market research, we identified a few key principles we took into account:
Timing:
The window of opportunity for up-selling happens sometime after the customer makes it clear what they want to buy and sometimes before they complete the transaction
A Value for Value Mindset:
Show customers why the extra product or service could help them even better than what they originally planned to buy.
Storage/ time limit:
 use scarcity and FOMO incentives in providing the sale offer
Planing
At this stage we had to identify where. when and how to present the offer to the user
The offer to the customer
We discussed and confirmed with the business and product departments how our proposition will  framed in front of the customer as a message" We went for "buy the same thing  for less money in greater quantity (upsale+cross sale)
Identifying the right timing
Based on what I learned in research and given our limitations we chose a timing location for a cross sale step, the decision was to locate it pass the modification step -after the user decided on what he wanted to purchase.
MVP Flow
We mapped out the General user flow we had in mind for the popup feature
Wireframes
I created a wireframe for the MVP, we opted to place both triggers by designated CTA and by the "Next" CTA based on an example we have seen -we were also curious to learn what would be more effective
One of the considerations in choosing a Popup instead of a full page was the relatively lighter development effort.
Execution
After the wireframes were approved by stakeholders I went on to styling and creating the Elements and High-fidelity design, beyond the UI reshuffling there was an effort to give it a more up-to-date and clean view
Mobile design
Mobile screens of Modification and the cross-up sale
Desktop design
Mobile and desktop whole design-UI composition
In the interest of fast execution and having our customers mostly on mobile our desktop design is based fully on the mobile one.
The
Results
12% of users actually Cross sale via the offer
Overall 7% growth in company revenue from ED Treatment sales in 3 months
This feature was used as a foundation template in other flows and brands