Helping independent pharmacy owners regain confidence and clarity through research-driven design.
When most people think of storytelling, they imagine words — not data. But research is storytelling. It starts with curiosity, moves through tension and discovery, and ends in resolution.
For the McKesson Pharmacy Reimbursement Dashboard, the story began with a question: Why are independent pharmacy owners struggling to understand their own reimbursements? These are smart, experienced business owners, yet the information they had often left them uncertain about what was happening behind the numbers.
I started with conversations. Four in-depth interviews revealed a common thread: confusion and frustration. Then, we tested the newly designed dashboard in an unmoderated usability study with eleven pharmacy owners.
We observed several usability challenges. Chart information was unclear, bar labels caused confusion, and not all bars had roll-overs. Differences in waterfall colors were hard to distinguish, and most participants assumed they could drill down into charts that weren’t interactive.
In storytelling terms, this was the conflict — the moment where the hero’s path is blocked.
The resolution came through design and clarity. Recommendations simplified navigation, added tooltips, clarified terminology, and reduced unnecessary filters. Each suggestion tied directly to a user’s moment of confusion or hesitation.
But the deeper story wasn’t just about charts or clicks. By reflecting on the broader context — the challenges pharmacy owners face with complex reimbursement structures like DIR fees — I realized the true impact of our work: helping users regain confidence and control over their business. That insight guided every design decision, ensuring empathy was at the heart of the experience.
Key takeaway: Research becomes powerful when you tell it like a story. Every number, quote, and chart is a plot point. They explain not just what users do, but why it matters — and why empathy is the thread connecting it all.
Email: theresaw@columbus.rr.com
LinkedIn: theresa-wilkinson