October 2024 — Walmart aimed to increase its number of pharmacy users. To support this goal, Walmart introduced a feature that allows users to transfer their prescriptions from other pharmacies, such as Walgreens, CVS, and others.

One of Walmart’s strategic objectives is to acquire 10 million pharmacy users by 2025.

40% of users who wanted to pick up their Walmart prescription at a different Walmart location were mistakenly using the 'Transfer' option.

Currently, transferring prescriptions between Walmart locations is not supported via the same flow, as it is a completely different process. However, this distinction was not clearly communicated in the user journey, leading to significant confusion.

Thanks to user behavior data, we were able to pinpoint the exact screens where users dropped off from the experience.

On the main screen, the entry point was not clear—it did not explicitly indicate that the transfer process was meant for non-Walmart pharmacy transfers.

Users were often confused about whether they were transferring between Walmart pharmacies or from a non-Walmart pharmacy.

In the second step, users had the option to select “I can’t find my pharmacy.” This became a key point of confusion, as users were often searching for another Walmart pharmacy, not an external one.

1. Refined Entry Point Copy

We conducted multiple iterations to improve the copy at the entry point, making it explicitly clear that the transfer process was only for non-Walmart pharmacies.

2. Contextual Modal

In case users ignored the entry point message, we introduced a modal asking if they wanted to transfer between Walmart pharmacies or from a non-Walmart pharmacy—redirecting them accordingly.

3. Nudge on “I Can’t Find My Pharmacy”

For users selecting “I can’t find my pharmacy,” we added a smart nudge that quickly guided them into the correct flow, minimizing friction.

4. Improved Error States

We enhanced error messaging for cases where users searched for a Walmart pharmacy after selecting the non-Walmart transfer flow, ensuring clarity and guidance.

5. Geo-Based Suggestions

We leveraged user geolocation to display nearby Walmart pharmacies, helping users more easily identify if their intended location was available through the correct flow.