Hypera
Pharma

Project Overview

Modernize Hypera Pharma’s existing legacy B2B e-commerce platform to improve usability, performance, and scalability, while expanding its scope to include a B2C channel. The goal is to create a seamless, secure, and engaging digital experience for both business clients and individual consumers.

Background

Hypera Pharma is one of Brazil’s largest and most diversified pharmaceutical companies, with a broad portfolio including prescription drugs, over-the-counter medicines, and nutraceuticals. The company operates in retail and non-retail channels, serving hospitals, clinics, distributors, and consumers nationwide.

Business Goals and Objectives

• Modernize the e-commerce platform to support increased traffic and transactions.
• Open the platform to B2C users, enabling direct consumer purchases.
• Enhance user experience with intuitive navigation, personalized product recommendations, and streamlined checkout.
• Increase online sales revenue within the first year post-launch.
• Improve customer satisfaction and reduce support requests related to the e-commerce platform.

Target User Personas

• B2B Users: Pharmaceutical distributors, hospital procurement managers, and retail pharmacy buyers requiring bulk ordering and account management features.
• B2C Users: Individual consumers seeking over-the-counter medicines, vitamins, and wellness products with easy browsing and purchase options.

User Needs, Pain Points, and Motivations

• B2B users need efficient bulk ordering, order tracking, and invoice management.
• B2C users seek simple navigation, clear product information, and fast checkout.
• Both groups require secure payment options and data privacy assurances.
• Legacy platform issues include slow load times, outdated UI, and limited mobile responsiveness.

Competitive Analysis

• Competitors offer mobile-friendly, personalized e-commerce experiences with integrated customer support and loyalty programs.
• Hypera’s opportunity lies in leveraging its strong brand and product portfolio with a modern, unified platform.

Approach and Design Principles

• Prioritize accessibility and compliance with WCAG standards.
• Use modular design systems to ensure scalability and consistency.

Key Steps

• Conduct stakeholder workshops and user interviews to gather detailed requirements.
• Develop wireframes and interactive prototypes for both B2B and B2C user flows.
• Iterate designs based on usability testing feedback.

Tools and Platforms

• Figma for UI/UX design and prototyping.
• React.js and Next.js for frontend modernization.
• Node.js and microservices architecture for backend scalability.
• Integration with SAP ERP for inventory and order management.

Final Design Concepts

• Clean, modern interface with clear product categorization and search functionality.
• Personalized dashboards for B2B clients showing order history, invoices, and reorder options.
• B2C storefront with curated product recommendations and promotional banners.

Interaction Flows and User Journeys

• B2B bulk order placement with multi-step validation and approval workflows.
• B2C streamlined checkout with guest and registered user options.
• Account management flows, including profile updates, payment methods, and order tracking.

Accessibility and Usability Considerations

• Keyboard navigation and screen reader compatibility.
• High contrast themes and scalable fonts.
• Performance optimizations to reduce load times under 3 seconds.

Usability Testing Methods

• Remote moderated sessions with B2B clients and B2C consumers.
• Load and performance testing to ensure scalability.
• Security audits focusing on data protection and payment processing.

Findings and Changes

• Simplified checkout flow reduced cart abandonment in testing.
• Enhanced product filtering and search improved product discovery.
• Added multi-factor authentication to strengthen security.

Validation Against Goals

• Positive feedback on improved speed and usability.
• Compliance confirmed with LGPD and PCI DSS standards.

• Anticipated increase in online sales within 6 months.
• Improved customer satisfaction scores and reduced support tickets related to ordering.
• Strengthened brand reputation as a digital leader in pharmaceutical e-commerce.

Challenges and Solutions

• Migrating legacy data without disrupting ongoing operations required phased rollout and parallel systems.
• Balancing complex B2B workflows with simple B2C experiences necessitated flexible design systems.

Personal Contributions and Team Collaboration

• Led UX research and design strategy, coordinated cross-functional teams including developers, QA, and business specialists.
• Facilitated workshops to align business and technical stakeholders.