Making the Choice Clear: A User-Centric Approach to Price Page Simplicity

GoodRx's bread and butter is our price comparison pages. The primary task was to eliminate user friction on this high-conversion page. Research identified three key user priorities: selecting the correct drug configuration (dosage, quantity), understanding the final price, and choosing a convenient pharmacy. The solution focused on radical prioritization and information hierarchy. Streamlining the interface to ensure these top three user actions became the boldest and most prominent interactions on the page. By decluttering the UI and visually emphasizing the choices that matter most to the user, designs were an intuitive, frictionless experience that simplifies decision-making and drives confident conversions.