PharmAid
Helping you make safe, informed OTC decisions—anytime, anywhere.
Timeline: 12 weeks
Role: Solo Student Project
Time: 8 Minute Read
Context
THE GROWING STATS OF SELF-MEDICATION
A lot more people are choosing OTC (Over-the-Counter) drugs globally instead of visiting doctors. OTC revenue in USA grew from 23 Billion in 2011 to 43B in 2023 Global OTC drug sales projection. (Statista, 2025)
$23 B
2021
$43 B
2023
OTC revenue in USA growth
$73.78 B
2023
Global OTC drug sales projection
Problem
WHY SPEED & ACCURACY IN OTC CHOICES MATTER ?
However, many lack the knowledge to confidently choose the correct medication or are unable to receive immediate guidance when needed.
Solution
AI-POWERED OTC DECISION SUPPORT @ YOUR FIGNERTIPS
Efficiency in Checking Use of Appropriate OTC is Key
AI Chatbot that is available 24/7 to give immediate response to users
Guides users from symptom checking to recommending appropriate OTC drugs
1
Improve Accessibility of OTC Drug Purchase
Find nearby pharmacies and provide delivery options to their door
3
Provide Clear information on dosage, usage, and side effects of common OTC
2
Provide Drug Equivalents and Border Restriction Information
4
Research
WHAT USERS NEED: INSIGHTS FROM INTERVIEWS, SURVEYS & SECONDARY RESEARCH
To unravel key pain points, anecdotal experiences, desired technology and OTC drug usage during travel, I conducted a combination of primary and secondary research.
Interviews
Che Kun
“AI could fill that gap when doctors aren’t accessible.”
Amanda
“...integrating with apps like Uber Eats, so people who are sick can have their medication delivered.”
Hanniel
“In Kenya, I also bring my own because I’m unsure if I can get the right medication there.”
Haydon
“a comparison tool would help... that lets me compare different medicines side by side...”
Surveys
Secondary Research
Despite recognizing the importance of OTC meds, users rarely seek detailed info due to low awareness, over-reliance on branding, and inaccessible resources (PMC).
Affordability drives OTC use, especially among younger users, while the market continues to grow with FDA-approved innovations and increased patient interaction (Accenture).
❓
Many consumers feel overwhelmed by OTC drug choices and lack guidance, often relying on brand familiarity over informed decisions (Pharmacy Times).
Competitor Analysis
WHERE EXISTING OTC TOOLS FALL SHORT - AND HOW PHARMAID FILLS THE GAP
I conducted a competitive analysis by comparing PharmAid with ADA, a direct competitor, alongside the most aligned features from indirect competitors and one secondary competitor. This helped identify market gaps and informed feature prioritization and design decisions.
AI symptom Checker app
Both offer symptom checkers and drug resources like pill identifiers, drug interaction checkers, and condition guides.
Emphasizes price comparisons, discounts, and pharmacy integration.
Direct Competitor
Indirect Competitor
Secondary Competitor
Critical Gap:
01
❌
OTC Recommendation
02
❌
International Drug Equivalence/ Other functions for traveling
Click Here for Full Research Presentation
TWO PILLARS ESTABLISHED FROM AFFINITY MAPPING
Click Here for Full Affinity Map
Primary Persona
General Public
Tech Comfort Level
Travel Frequency
1-2 times per year
Location
Bay Area, California
Needs and Painpoints
✅ Needs quick, jargon-free recommendations for OTC medications.
❌ Feels overwhelmed by the number of options for the same symptoms.
⏳ Avoids asking pharmacists for help due to long wait times.
📱 Unaware that pharmacy apps offer stock tracking and aisle locators
For example, with constipation, there are so many options, fiber supplements, enemas, laxatives, so knowing which one is best for my case can be tricky.
Behavior & Preferences
🧠 Self-Diagnoses via Google or Perplexity
🤖 Sees value in AI triage & followed by Drug recommendations, and links to pharmacy websites for online purchase.
🛍️ Purchases OTC based on Word-of-mouth or brand
Secondary Persona
World Traveler
Tech Comfort Level
Travel Frequency
1-2 times per year
Location
London, The United Kingdom
Needs and Painpoints
💊 Uncertainty about OTC drug Availability in certain Regions.
Secondary Persona
1
How might we leverage pharmacists' expertise to help customers better understand OTC drug usage and consider their health conditions, even when pharmacists are unavailable?
2
How might we streamline the process of checking OTC drug equivalents, travel restrictions, and availability for global travelers?
HOW PHARMAID HELPS YOU STORYBOARD
pRIORITIZATION & FEATURE SET
After establishing the project goals, where business and user goals overlap, I categorized and prioritized the features of the web.
Must Have 🟢
Symptom Assessment & OTC
Drug Recommendation Chatbot
International Drug Equivalent
Checker
Online Drug Order & Delivery
OTC Medicine Library
Interaction Checker (Drug-Drug &
Drug-Food Interactions)
INFORMATION ARCHITECTURE (IA)
Based on the must have items, the site information architecture was mapped out.
Key User Flow
Symptom Diagnosis & OTC Drug Recommendation Chatbot
Cont’d
Wireframing
Low-Fi Wireframes
Created the basic structure and navigation paths to outline key user flows.
Mid-Fi Wireframes
Info graphics are added, more detailed steps are added.
FINAL KEY SCREENS
Drug Interaction AI Chatbot
Cross Border OTC Restrictions
Drug Delivery
OTC Medicine Library
bRAND GUIDE
Core Values & Naming
Logo Evolution
Based on the core values, I used AI tools to brainstorm the form of the logo design (first 2). I decided that I want the logo to be in a pill shape, with some wavy patterns to convey delivery message and a first aid symbol.
I therefore developed the one on the right.
Color Palette
unusual color to make users remember
Major Mono Display, 32 px
LOGO
Noto Sans, Medium, 15 px
Body Text/ Heading
Noto Sans, Regular, 13 px
Functional Text
Font Selection & Mock Up
Key Task Flow
1
Tested + Changes Made
Changes
Interaction Checker changed from type and check to Chatbot to fit users’ mental models
Initially, I designed the Interaction Checker in the mode of entering drug names one by one on the search bar. However, users were confused between the Diagnosis and Drug Recommendation Chatbot.
This Improved clarity & made it more intuitive → (with the rise of Ai chatbots, it evokes similar experiences of them )
1st prototype key screen
2nd prototype key screens
Key Task Flow
2
Tested + Changes Made
Changes
Destination Endemic Disease & Drug Availability
The 1st prototype has high misclick rate as there are missing steps in between the initial and target screen, therefore I added more detailed steps and increased success rate eventually.
1st prototype key screen
2nd prototype key screens
OTHER CHANGES MADE
What I’d do differently next time
This is my first UX project, had so much fun (and some pain) in the process. YAYYYY! 🥳 I’m extremely thankful for the process, and I would like to tell my future self...
🧠 DO NOT OVERTHINK AND JUST DO IT!
I spent too much time second-guessing ideas and aiming for perfection. But design is iterative, you only move forward by doing. Progress, not perfection.
💡 ALWAYS SOLICIT FEEDBACK, DIGEST AND HAVE CONFIDENCE IN YOUR CHOICE.
Feedback is how you grow. Different perspectives push your ideas further. But learning to filter what matters most to the product, and standing by your choices, is equally important. Own your decisions and do not regret!
⏳ TASK MANAGEMENT IS KEY.
Do not stop when you feel stuck, keep going and you and the path will emerge.