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PharmEasy — Checkout Funnel Optimisation
- •Led a structured funnel analysis of PharmEasy's checkout flow — mapping the end-to-end user journey from cart to order confirmation.
- •Extended the analysis to the post-order delivery workflow — examining reconciliation failures, delivery attempt patterns, and last-mile efficiency gaps.
- •Collaborated with product, tech, and operations teams to design and ship targeted interventions.
The Challenge
- Checkout drop-off was occurring at multiple stages but without a structured funnel view.
- Prescription upload friction was a known hypothesis but had not been quantified against other drop-off drivers.
- Delivery reconciliation issues were creating repeat contacts and returns.
The Approach
- Built a step-wise funnel model: product discovery to add to cart to checkout initiation to address confirmation to prescription upload to payment to order confirmation.
- Identified prescription upload as the highest drop-off stage for Schedule H drugs.
- Analysed delivery attempt data — surfacing the top reasons for failed first-attempt deliveries.
- Designed and coordinated A/B tests on checkout page layout and prescription upload UX.
- Worked with the reconciliation team to address the top delivery failure reasons.
Results
Checkout conversion rate improved following funnel interventions.
Prescription upload drop-off rate reduced after UX change to earlier disclosure.
First-attempt delivery success rate improved following reconciliation process changes.
Delivery-related repeat contacts reduced.