Georgia's largest pharmacy, finally in a pocket.
Strategy, roadmap and delivery for the digital ecosystem behind a pharmacy serving more than a million people, including its first app.
A household name with no app.
Aversi is the largest pharmaceutical company in Georgia: hundreds of locations, a household name, and until recently no mobile application. Customers shopped on a web store that had outgrown its own information architecture, while staff ran operations through tools that had accumulated rather than been designed.
I came in to own the product strategy for the whole ecosystem, not one app: the mobile application, the e-commerce site, and the admin portal that ties them together.
Pharmacy isn't retail with different SKUs.
A catalogue entry carries dosage, active ingredient, prescription status and regulatory copy. A bad search result isn't a missed conversion, it's a health risk. Add a catalogue in the tens of thousands, stock that moves by the hour across branches, and customers ranging from a 22-year-old ordering vitamins to a 70-year-old refilling a prescription.
The constraint that shaped everything: the app had to be legible to someone who had never installed an app before, without talking down to someone who lives in them.
One spine: find the right medicine, get it today.
Catalogue and search first.
Everything was sequenced against the spine. Catalogue and search came before loyalty mechanics. Account and order history came before content. The healthcare information section, valuable but not load-bearing, waited until the transactional core was solid.
Flows that survive reality.
I wrote the requirements for online pharmacy and e-commerce flows, catalogue structure, accounts, ordering and payment, then sat between design, engineering and the business while those flows met real customers.
One product across app, web and portal.
The admin portal got the same attention as the customer app. If the people fulfilling orders can't work fast, the customer promise is theatre. Same catalogue, same campaigns, same basket on every surface.
Short technical conversations.
Because I've written production iOS code, payload shapes, caching for a catalogue that size, and what a "small" change to ordering really costs could be argued on the merits instead of relayed.
From a line item to a shipped product.
Aversi's first mobile application shipped, and the digital ecosystem now has one roadmap instead of three.
The work continues. Ordering, payments and content are all live, and the interesting problems have moved from "does this exist" to "is this the fastest it can be."