Pharmaceutical online store project: Usability, affordances and expectations

Abstract

Pharmaceutical business has started reaching out for e-business in Brazil, trying to better fill the digital gap and reach a higher audience. This type of business doesn’t show the same relation between digital and physical stores, as the Chris Anderson’ long tail theory perceived in bookstore business, but the recent increase of the delivery business has open possibilities and urged the pharmaceutical enterprises to follow. Based on precedent data, a high fidelity prototype was developed and a series of tests were applied to verify its usability and task flow. Conclusion discusses the relation of proposed interaction with users’ expectations, the usability tests with the prototype, the relation between stakeholders’ interests in the project, the influence of this factor in the applied methods and the final outcome, merging research science with market and business demands.