pillpack
by amazon pharmacy
brand strategy
creative direction
brand design
Pillpack is a free service that sorts meds by date and time, provides easy subscription management to patients, synchronizes all of their prescriptions, and auto-refills in packets every 30 days. Six years after acquiring PillPack in 2018, Amazon Pharmacy finally brought the convenient medication sorting service into he Amazon experience.
PillPack already had strong brand awareness and customer satisfaction, and Amazon is still building its credibility in the health industry. The launch aimed to introduce the service to Amazon customers, drive conversion for Amazon Pharmacy, and ultimately migrate all legacy PillPack customers onto the Amazon system.
pillpack →
Like the Amazon Pharmacy pill bottle, the PillPack square packet is the most distinct representation of the service. The shape also provides a unique motif for art direction — using the square for framing, layouts, and graphics.
photographer: cara robbins
Illustrations are used in a supporting role, primarily to depict and simplify an abstract concept or bring delight to celebratory moments. This was especially helpful in explaining a complex, but critical milestone in the CX called “short-term supply”.
illustrator: marie-christine gervais
When customers sign up for PillPack, they may need to order a short-term supply of medications before their first full PillPack arrives. In user testing, we uncovered that this was a sticking point for customers. This animated video was created to introduce and explain this concept and build trust with customers.
