GoodRx | Senior Product Designer
Prescription Savings Card
Evolving a high-value legacy conversion flow into a modern account experience.
The challenge
The limitation isn’t in deciding what should be altered. It's in knowing what to leave alone.
Users can get a physical savings card in the mail from GoodRx by providing basic personal information. Then, if they wish, they can set up an account using an email address and verify it with a one-time passcode.
We needed to move the experience from GoodRx's old web platform to NextWeb and switch authentication to Descope. This project was not about reinventing the process. The current enrollment steps, handling of personal information, event tracking, and error handling all had to stay the same, with as little disruption as possible to this important part of the business.
The main challenge was to update the experience without changing the parts that customers and the business relied on.
My approach
Preserve what works. Improve where friction gets in the way.
Map the parts of the flow that couldn't change.
Since this project was meant to move the current system as a lift-and-shift, I did not need to create new wireframes. Instead, I focused on documenting the current experience and tracking how users moved through each step.
This process showed that the main change from the migration was in the authentication step.
The new flow had to keep the card enrollment process the same, add Descope's modal OTP feature, and make sure users returned to their prescription savings card confirmation at the end. I also worked on SEO improvements and updated platform patterns as part of this project.
Elevate the experience without starting over.
The migration also gave me a chance to update the prescription savings card page to match GoodRx's new visual style. I redesigned the entire responsive experience, making the layout clearer and more consistent while keeping the content and features that customers depended on.
Reduce friction while collecting the same information.
The migration also allowed me to improve one of the more cumbersome parts of the process: entering a mailing address.
I added Google Maps address autocomplete so users could get suggestions and have their address filled in as they typed. I also used a progressive-disclosure pattern from Baymard, hiding the optional apartment, suite, or unit field behind a link that only appears if needed.
These changes made the form less overwhelming and helped users get through the required steps more easily, without changing the information the business needed.
Google Maps autocomplete helps users by suggesting and filling in address details as they type, so they don’t have to enter everything manually.
Progressive disclosure hides the optional apartment, suite, or other field until a user needs it, keeping the form simpler.
Avoid making account creation a barrier to access.
The business wanted more users to create accounts and log in, but people still needed to be able to get a prescription savings card without having to sign up first. The process had to keep the main benefit open to everyone, while also encouraging users to create verified accounts. The PRD listed account creation, login, and updates as main goals, with cards sent and coupon use as important checks.
I designed the process so users could sign up to get their card first, then complete OTP verification in a modal that appeared over the confirmation screen.
This approach kept the main task simple and made it easier for users to go from being anonymous visitors to verified GoodRx users.
Clarify errors and simplify recovery.
I also designed clear validation and error messages for times when users entered incomplete or incorrect information, or when authentication did not work as expected.
These states gave users clear feedback, helped them stay on track, and showed them how to move forward.
Outcome
Modernization doesn't always mean reinvention.
The new prescription savings card experience created a clear way to move the old process to NextWeb and Descope, while keeping the enrollment steps that customers trusted.
This project updated the experience to fit GoodRx's new platform and design, added the new authentication method, and kept the important process of getting a savings card open to everyone, without needing an account.
The more important an existing flow becomes, the more deliberate change has to be.