Capsule is a start-up based in New York. Their goal is to disrupt the healthcare industry by providing an on-demand service for the home delivery of prescription drugs. They asked Doberman to design the user experience of their app.


Created at
Doberman Design

UX Designer

The problem defined

Capsule aims to solve the existing pain points of conventional, bricks-and-mortar pharmacies: long wait times to get prescriptions filled, having to return to the store because a drug is out of stock, uncertainty about how much a drug will cost a patient and getting questions answered about drugs.

4 in 10

Number of people that have to return to their pharmacy due to out-of-stock prescriptions

60 min

Typical time spent waiting for a prescription to be filled


Percentage of people who would recommend their pharmacy to a friend

Eric Kinariwala

Capsule is fundamentally rebuilding the pharmacy experience from the inside out with innovative technology and simple design, bringing people an experience unmatched in today’s market.

– Eric Kinariwala,
Founder & CEO Capsule

Kicking off the project

Capsule came to Doberman with an amazing challenge. We started the project with a kickoff, with the aims to get to know each other, share our fears and to understand the user, needs and opportunities. One of the exercises involved describing a persona for one of the target groups (acute or chronic user), including needs, pain points and goals. Based on the persona, it was then time to map out a high-level customer journey.

In the beginning of the project we also did some research regarding existing home delivery services like Instacart, Spring, Minibar and Seamless. We looked at interaction patterns and service design.

Understanding the customer journey

Starting with the high-level customer journey was a great way to define the pain points and opportunities. During our research, we discovered another target group that was important for Capsule to think about: the caregiver.

Eventually, we took the persona’s and customer journey to the next step by digging deeper in to their world and gaining a better understanding of their needs en fears.

Defining the app flow

When we felt that we understood the user we started with defining the app flow on a high-level. We started with mapping out the entire app flow on a whiteboard with post-its and markers, just to get a clear view of all the steps.

During this exercise we came across new insights regarding the logic of the app and all the things we want the user to do. The app was getting concrete more and more.

The moment we mapped out the high-level flow it was time to digitize it and add more detail. I created flowcharts for all the different parts, including the user scenarios (returning and first time user): onboarding, transferring prescription, purchase and tracking the order.

Brainstorm about the interface

When we were satisfied about the overall flow, we then looked at how we could transform the flow in to screens. With our multidisciplinary team we held a brainstorm to think about all the creative possibilities to make the app as service-oriented and accessible as possible.

For the brainstorm we took parts of the overall flow (i.e. onboarding) and started sketching for 5-10 minutes for each part. We then presented our sketches to inspire each other, and did another round of sketches.

UX & Prototyping

After the interface brainstorm, we took the ideas we saw most potential in to the next level. It was really cool to see how we made the flow come alive! Based on the flowchart and interface sketches I started with mapping out the wireframes and interaction patterns.

View prototype

Sonia Patel

We’ve broken down the information into bullet points so that it’s easier to understand important things you need to know about a prescription.

– Sonia Patel,
Chief Pharmacist Capsule

Design directions

When we were quite happy about the flow we started with investigating some design directions. For this we did a design workshop together with the client.

During the workshop, each team member got the chance to give his opinion on how the look and feel of Capsule should be. This gave us big insights on how the client viewed the brand.

World class design

The design workshop and design iterations were great input for the UI design. Once the brand was setup, it was our job to incorporate the brand look and feel in the user interace.

The blue colour makes Capsule stand out from the competition, together with the red/yellow colours. It still remains an accessible brand.

The pill pattern makes the design a little bit more playful. Because Capsule is still prescription delivery with love.

View design prototype


Creative direction
Phi-Hong Ha

Art direction
Henrik Engdahl

Visual design
Robert Lindgren, Karl Sandgren

Lead UX design
Shruti Chandra

UX design
Simon van Acht

Linda Wegdell