Company
Ro
Role
Product Design Director
Year
2021
Ro Pharmacy Exploration (0→1)
Ro set out to create a new online pharmacy experience that made it easier for patients to manage prescriptions with clarity and confidence.
Our goal was to design flows that balanced medical transparency with brand warmth—an experience that felt trustworthy, not transactional.
Project Process
Working in a small, cross-functional team of leads from Product, Design, and Brand, we explored two prototype directions that followed the standard Ro design process: research, exploration, iteration, and testing.
Flow 1: Flexible Editing – Gave users the ability to edit medication options earlier in the process. It emphasized transparency but required more visual and cognitive load.
Flow 2: Simplified Navigation – Offered a cleaner, more minimal layout with ample white space, but required users to navigate to another page to view their prescription options.
We conducted usability testing to evaluate both prototypes. While users appreciated the clean design of the second flow, they consistently preferred the more structured, “cultured” version of the first flow - citing it as more transparent and trustworthy. The second flow, though simpler, came across as withholding information and even “a little dark-pattern-y.”
Project Themes
Flow 1: Flexible Editing
Gave users the ability to edit medication options earlier in the process. It emphasized transparency but required more visual and cognitive load.
Prototype 1
Flow 2: Simplified Navigation
Offered a cleaner, more minimal layout with ample white space, but required users to navigate to another page to view their prescription options.
Prototype 2
Design Challenge
We selected and refined the first flow, ensuring that users could see, understand, and edit their medication choices without friction. The final design integrated seamlessly with Ro’s brand system—using clear typography, empathetic language, and accessible interactions to build trust.
Project Impact
The chosen design reinforced Ro’s commitment to transparency and patient empowerment. It offered a clear, confidence-building experience that reflected the company’s broader mission: making healthcare feel simple, safe, and human.
