Capsule
Pricing Landing Page
Research Repository I Synthesis I Homepage
Using “atomic insights” to inform updates to the homepage.
You are with a friend and they are telling you about a new tech-forward pharmacy. They suggest you try it out. You think it’s interesting but want to know more before you send anything over. What’s the first question that comes to mind? If you said “do they take my insurance” and/or “What’s the price?” you’re among the many prospective Capsule users who ask the same question.
This case study shows how methodically organizing research into a research repository can bubble up important trends about customers and inform customer-centric product updates.
Problem
Across different research projects, we had heard from customers that they often have questions around insurance and pricing that need to be answered before they can consider Capsule as their pharmacy. We used this past feedback to inform new product specs for a pricing page.
Research Goals
Understand what questions and problems customers have around insurance and pricing while onboarding with Capsule to spec out a pricing page for the website.
What are the barriers for customers around insurance and pricing prior to using Capsule?
How should insurance and pricing be messaged on the website?
What information are customers looking for around insurance and pricing?
Recommendations & Impact
Build trust among customers
Add a “What’s the catch” section
Highlight that there is no hidden fee
Highlight that Capsule offers similar services to retail pharmacies
Provide customers with more specific information on insurance and copays
FAQs include questions about coupons, GoodRX, customers without insurance and copay
Copy that states we take all major insurance plans
Original plan included insurance lookup
Methods
Synthesized disparate pieces of feedback from 18 months of new customer feedback from past research projects and customer conversation logs to inform copy and design of new pricing page on the logged-out website. Used EnjoyHQ.
Insights
The main problem with the current pricing/insurance information on Capsule's website is that customers don't trust Capsule's claims on cost and insurance. Customers see Capsule as a "premium service" and as such expect hidden fees because it's "too good to be true".
Customers want to vet Capsule's insurance for themselves.
Customers want to know with confidence that Capsule will take their insurance before sending in a prescription.
The insurance page should clearly establish what insurances are accepted and not accepted. It should give the customers peace of mind that we take their specific insurance.
If costs remain low (~$10) some customers are willing to pay the cash price for the "free" delivery. Non-covered insurance customers should have access to cash prices.
Customers want to check the prices of their medications for themselves. However, a pricing checker is not a feasible solution. In the short term, we can build trust with the customer around price by sharing information on:
How Capsule offers "better prices" - more information on coupons, Goodrx deals, mail order deals etc, brand vs generic options will help address this
Aspecific medication's price or copay via call, chat or text a Capsule representative, new customer leads can be prompted to do the same
Without additional insurance or price information, customers who are initially interested in Capsule don't move forward because "vetting" Capsule's claims on insurance and price require more effort than keeping it at their current pharmacy.