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The persona helps us to connect more deeply to our user and gives us a better understanding of their needs. Liz lives in an urban area and has a busy lifestyle. She’s tech savvy and works as a content creator. Liz is a healthy young adult that cares about her health. Fortunately, Liz does not get sick often, but when she does she will make a trip to her local drug store. Liz usually researches online and speaks with a pharmacist before making a purchase, but she wants to explore options to reduce the amount of time she spends researching online. https://images.squarespace-cdn.com/content/v1/5f9b72d3086e9220d324cee9/1604711223657-0T1VBNJ8TH3JU55A2XRP/MCStatements.jpg UX Research - Medicine Cabinet https://images.squarespace-cdn.com/content/v1/5f9b72d3086e9220d324cee9/1604710994809-UDF1LUZ1OET1B4V6XDXY/MCJourneyMap.jpg UX Research - Medicine Cabinet Liz’s journey begins with the onset of symptoms and ends with her making a purchase. There were two phases in Liz’s journey and within these phases there were several pain points experienced by the users. The two phases in Liz’s journey include: Phase 1: Research. Our participants revealed they either google their symptoms or reach out to a healthcare professional for advice. Phase 2: Shopping. Once our participants found their desired OTC drug, they were now presented with several other options. These options ranged in package size, price, brand vs. generic, dosage strength, and dosage form. The journey map reflects the user’s thought processes that led to the decision of what to purchase. I added a journey map for Medicine Cabinet App above Liz’s journey to show how the app can play a direct impact in the users life. 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