John Yesko

Director of User Experience, Walgreens E-Commerce

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7 User Experience Principles for Online Self-Service

Walgreens has been in the business of selling medications for over 100 years. Along the way, many service-oriented innovations have emerged—including some that we now take for granted, such as the drive-through pharmacy window. Fast forward to today, where online tools empower our customers to help themselves at an unprecedented level. Functionality like mobile refill-by-scan and Web access to medical records bring home interactions that used to require a trip to the pharmacy and/or doctor’s office.

As our User Experience team conceptualizes and designs these tools, our job is to make them at the same time powerful and simple to use. In order to succeed, our solutions need to be better than the existing off-line model.

This presentation focuses on seven core fundamentals that we live by when designing interactive experiences. They address issues like:

• Balancing the user’s primary task completion with up-sell
• Communicating transparently with customers—even when it’s bad news
• The critical importance of words—in labeling, instructive text, and marketing
• How brick-and-mortar and online experiences impact each other
• and a lot more!

The presentation is richly illustrated with visual UX design examples, as well as data from real customers—their own words, behaviors, and outcomes. We’ll talk about how we monitor and measure the customer experience—through customer satisfaction tools, clickstream analysis, and user research—and how that insight translates to design.

Bio

John Yesko is Director of User Experience at Walgreens E-Commerce in Chicago. He is responsible for the customer experience at the company’s websites (Walgreens.com, drugstore.com and Beauty.com), as well as in-store interfaces and mobile applications. He manages a 20-person User Experience group, encompassing information architecture/taxonomy, interaction design, and user research.

Prior to Walgreens, John worked in UX leadership positions at a number of consultancies, including Roundarch, Fry, and closerlook. He put his stamp on websites for many leading brands, such as Aon, Eddie Bauer, Motorola, and Sears.

His background and true passion is in hands-on design. Beginning as an illustrator and visual designer, his career evolved along with the maturing practice of user experience design.