Revealing the logic of experience design of Ali health pharmacy
Under the new retail wave, every industry is actively transforming to find a new breakthrough. How to innovate traditional pharmacies? Ali health pharmacy tells us the answer with brand experience design.
The ancients said: "only for people in the world without disease, not afraid of shelf medicine dust." No one likes to visit hospitals and pharmacies, which represent disease, pain and death.
It is also a place where consumption is needed. The mood of coming to hospitals and pharmacies will not be as relaxed and pleasant as shopping malls. However, if pharmacies overemphasize commercial profits and marketing, they will only violate the moral bottom line of society and human beings.
On the other hand, "soaking wolfberry in the heat preservation cup" is no longer a square topic for the elderly, but also a life topic that young people begin to pay attention to. Many people's requirements for health are not only disease-free and painless, but also to make their physical and mental state better.
Based on the above thinking, D & M re combed the new retail thinking of the pharmacy industry: 1. Remove the "hospital temperament" of pharmacies and break the stereotype of the public on pharmacies; 2. Health has become a living habit and consciousness, not only physical, but also psychological and aesthetic experience; 3. Space is not only the sale of a single category, but also the high-level service experience of product dimension.
Ali health pharmacy is not only selling drugs, but also a private consultant of healthy life around us, and a life hygienist who can provide future physical and mental solutions. D & M has built a new "home" for this life health professional.
In the space, the main visual color is given to clean white. We hope that the whole pharmacy can give people a healthy and relaxed sense of pleasure, and try to weaken the heavy attribute in the doctor-patient relationship.
Small and medium-sized areas of the space use Ali health's VI identification color green and yellow. In the harmony of green, we have adjusted and practiced many times, and finally selected a kind of warm green, which tells Ali's different warm and professional feeling in the whole space.
The curved element, friendly and comfortable, is the space character that Ali health pharmacy has always emphasized.
The curved element, friendly and comfortable, is the space character that Ali health pharmacy has always emphasized. Instead of the cold and hard line elements, we replaced them with arc elements, and used the soft feeling of curved surface to express the affinity, comfort and pleasure of Ali health pharmacy.
We use color to classify drugs on traditional shelves, so that customers can clearly identify the classification information at the first sight when they enter the store, so that they can quickly find the drugs they need.
Green is the main sales of commonly used drugs, such as cold medicine, yellow is the selection area.
The free and flexible activity area can be a waiting area, an education area, or a doctor-patient interaction area, forming a semi enclosed and semi transparent area. The free and flexible space gives Ali pharmacy more possibilities.
Traditional pharmacy always has a serious temperament. It is like a doctor in a white coat giving a prescription to a patient in scrawl.
Nowadays, when health is no longer a pale talk, but more a sense of prevention, we hope that the pharmacy will be like a Japanese grocery store. Customers will not feel any burden when entering the pharmacy, and they will be more relaxed and comfortable.
Therefore, we use the display of good life products to make Ali health pharmacy fade the cold temperament of the hospital and make it a healthy and natural lifestyle.
Ali health is an online and offline medical health service system, which is not used in the offline mode of traditional pharmacies. Ali health also meets the consumption lifestyle of young people. It can use mobile phones to place orders directly in the store, avoiding unfriendly sales promotion by sales personnel.
In o2o mode, Ali pharmacy places online orders in a special design desk at the cash register, which is convenient for express delivery personnel to pick up quickly.
Ali health pharmacy has taken the first step of new retail, and also let us see more commercial possibilities of traditional pharmacies in the new era.
Warm green small guide, eye-catching, comfortable, easy to identify and classify, convenient for consumers to buy.
Light wood medicine cabinet, fresh and refined, simple atmosphere.
Orderly display, rigorous, meticulous, orderly sense, make people feel at ease.
Creative chandelier, pill like chandelier, highly related to pharmacy attributes
Project name: AliHealth pharmacy in HaizhuDistrict
Designed by: D&M creative Co., Ltd.
Location：Haizhu District, Guangzhou