Published on in Vol 3, No 1 (2017): CHC Issue

Competitive Usability Study: Ideal Checkout Experience for Prescriptions

Competitive Usability Study: Ideal Checkout Experience for Prescriptions

Competitive Usability Study: Ideal Checkout Experience for Prescriptions

Authors of this article:

Ellie Shuo Jin1 ;   Elizabeth Pratt2 ;   Danielle Smith2


1Department of Psychology, College of Liberal Arts, The University of Texas at Austin, Austin, TX, United States

2Express Scripts, Austin, TX, United States

Corresponding Author:

Ellie Shuo Jin, MA

Department of Psychology

College of Liberal Arts

The University of Texas at Austin

108 E. Dean Keeton Street

Austin, TX, 78751

United States

Phone: 1 3462560


Background: What makes for an ideal checkout experience for prescriptions? Due to a variety of factors, including access and convenience, greater percentage of Americans are choosing to complete prescription purchases online.

Objective: In a nationally representative remote usability study, we compared the online checkout experience between Express Scripts, Amazon, Walgreens, and CVS among maintenance medication takers between ages 21 to 65+ in order to identify the ideal checkout experience for patients.

Methods: The 24 participants recruited from across the United States completed online checkout of vitamins on Express Scripts, Amazon, Walgreens and CVS through remote screen share.

Results: Results indicate that usability and appearance play important roles in patients’ judgement of trust and credibility, as well indices of loyalty (eg, likelihood of returning and referral to colleague/friend). Specifically, usability of a website was significant in terms of being positively associated with trust of the website (r=.659, P<.001), and loyalty to the company (r=.707, P<.001).

Conclusions: Recommendations for improving online checkout highlight opportunities to increase patient satisfaction and overall company revenue.

iproc 2017;3(1):e42



Multimedia Appendix 1

Full poster.

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Edited by T Hale; This is a non–peer-reviewed article. submitted 15.08.17; accepted 25.08.17; published 22.09.17


©Ellie Shuo Jin, Elizabeth Pratt, Danielle Smith. Originally published in Iproceedings (, 22.09.2017.

This is an open-access article distributed under the terms of the Creative Commons Attribution License (, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work, first published in Iproceedings, is properly cited. The complete bibliographic information, a link to the original publication on, as well as this copyright and license information must be included.