1
THE PROBLEM
This leaflet needs to inform all members of a new feature created to better their Costco Pharmacy experience in a way that is clear, easily digestible, and accessible to members of all ages.
so what could be improved?
The initial product had a staggered line of sight that made the Pay Ahead feature's user directions difficult to follow back and forth across the page. While the copy was straight forward, it lacked an inviting tone.
Additionally, there was very little white space. An excess of iconography and imagery can cause a space to feel cluttered and even unapproachable at a glance, adding to confusion and possible disinterest.
THE SOLUTION
2
clear and dynamic line of sight
Adding a curved line of sight will allow the information to flow more easily across the page and add visual interest to glancing members.
more white space
Allowing the information more room to breathe on the page will limit visual confusion.
fewer steps
Five steps is easier than seven. Since this leaflet is for existing Costco Pharmacy customers, we can assume the reader has completed a pharmacy transaction prior to reading. Focusing on the digital directions for the additional check out feature will make Pay Ahead feel as easy as it truly is!
welcoming copy
The original copy feels stiff and robotic, which does not reflect the care and attention that Costco offers to its members. Softening the tone of the directions, while maintaining Costco's professionalism, will make the information feel more personalized and approachable.
Pay Ahead Project
Project Type
Layout design, Illustration
I was given the opportunity to redesign an informational leaflet for Costco Pharmacy's new mobile Pay Ahead feature.
SKETCH IT OUT
3
Since the majority of the steps
involve the use of a mobile
device, let's use that as a
point of cohesion for the
rest of the leaflet!
