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揭秘阿里健康大药房的体验设计逻辑

Revealing the logic of experience design of Ali health pharmacy

新零售浪潮下，每个行业都在积极转型寻找新的突破口。传统药店该如何创新？阿里健康大药房用品牌体验设计告诉了我们答案。

古人云：“只求世上人无病，不怕架上药生尘。”没有人喜欢光顾医院和药店，那里代表着疾病、疼痛和死亡。

同样是需要消费的场所，来医院和药店的心情不会像逛商场那样轻松愉悦。但若药店过于强调商业盈利、拼命营销，只会违背社会和人类的道德底线。
另一方面，“保温杯里泡枸杞”，养生不再是老年人的广场话题，也是年轻人开始关注的生活话题。很多人对健康的要求，已不仅仅是无病无痛，而是让自己的身心状态变得更好。

基于以上思考，D&M重新梳理了药店行业的新零售思考：

1、褪去药店的“医院气质”，打破大众对药店原有的呆板印象；

2、健康已是一种生活习惯和意识，不仅仅是身体上，还有心理和美学的体验；

3、空间不止是单一品类的售卖，而是产品维度的高层级服务体验。

阿里健康大药房，不止是卖药品，而是我们身边的健康生活私籍顾问，且可以提供未来身心解决方案的生活健康师。D&M重新为这位生活健康师打造了全新的“家”。

Under the new retail wave, every industry is actively transforming to find a new breakthrough. How to innovate traditional pharmacies? Ali health pharmacy tells us the answer with brand experience design.

The ancients said: "only for people in the world without disease, not afraid of shelf medicine dust." No one likes to visit hospitals and pharmacies, which represent disease, pain and death.

It is also a place where consumption is needed. The mood of coming to hospitals and pharmacies will not be as relaxed and pleasant as shopping malls. However, if pharmacies overemphasize commercial profits and marketing, they will only violate the moral bottom line of society and human beings.

On the other hand, "soaking wolfberry in the heat preservation cup" is no longer a square topic for the elderly, but also a life topic that young people begin to pay attention to. Many people's requirements for health are not only disease-free and painless, but also to make their physical and mental state better.

Based on the above thinking, D & M re combed the new retail thinking of the pharmacy industry: 1. Remove the "hospital temperament" of pharmacies and break the stereotype of the public on pharmacies; 2. Health has become a living habit and consciousness, not only physical, but also psychological and aesthetic experience; 3. Space is not only the sale of a single category, but also the high-level service experience of product dimension.

Ali health pharmacy is not only selling drugs, but also a private consultant of healthy life around us, and a life hygienist who can provide future physical and mental solutions. D & M has built a new "home" for this life health professional.

空间中主视觉色交给了干净的白色，我们希望整个药店给人以健康轻松的愉悦感，尽量削弱医患关系中的沉重属性。

In the space, the main visual color is given to clean white. We hope that the whole pharmacy can give people a healthy and relaxed sense of pleasure, and try to weaken the heavy attribute in the doctor-patient relationship.

空间中小面积沿用了阿里健康的VI识别色绿色和黄色，绿色的调和中，我们经过多次调整和实践，最终选定了一种偏暖色的绿，在整体空间中诉说阿里不一样的温馨感和专业感。

Small and medium-sized areas of the space use Ali health's VI identification color green and yellow. In the harmony of green, we have adjusted and practiced many times, and finally selected a kind of warm green, which tells Ali's different warm and professional feeling in the whole space.

这是一

弧形元素,亲和舒服，是阿里健康大药房一直强调的空间性格。

The curved element, friendly and comfortable, is the space character that Ali health pharmacy has always emphasized.

我们摒弃掉冷硬的线条元素，取而代之的是弧形元素，用曲面的柔和感来表现阿里健康大药房的亲和力和舒服愉悦感。

The curved element, friendly and comfortable, is the space character that Ali health pharmacy has always emphasized. Instead of the cold and hard line elements, we replaced them with arc elements, and used the soft feeling of curved surface to express the affinity, comfort and pleasure of Ali health pharmacy.

这是一

大导视的层级信息我们使用颜色对传统货架进行药物分类，使顾客进店时第一眼就能明确分类信息，方便快速找到所需要的药品。

We use color to classify drugs on traditional shelves, so that customers can clearly identify the classification information at the first sight when they enter the store, so that they can quickly find the drugs they need.

绿色是主要售卖常用药品，如感冒药等，黄色是精选区。

Green is the main sales of commonly used drugs, such as cold medicine, yellow is the selection area.

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自由灵活的活动区域，这里可以是等候区，也可以是教育区，也可以是医患互动区，形成半围合半通透的区域，自由灵动的空间给了阿里药房更多的可能性。

The free and flexible activity area can be a waiting area, an education area, or a doctor-patient interaction area, forming a semi enclosed and semi transparent area. The free and flexible space gives Ali pharmacy more possibilities.

生活良品的陈列方式，传统药房总有一种严肃的气质，仿佛一位穿着白大褂的医生用潦草的字迹给病人开处方。
时下，当健康不再是谈虎色变，更多的是预防意识，我们更希望药房像日式杂货店一样，顾客在走进药房里时没有任何负担感，更多的是轻松舒适。
所以我们使用生活良品的陈列方式，让阿里健康大药房褪去了医院的冰冷气质，使它成为一种健康自然的生活方式。

Traditional pharmacy always has a serious temperament. It is like a doctor in a white coat giving a prescription to a patient in scrawl.

Nowadays, when health is no longer a pale talk, but more a sense of prevention, we hope that the pharmacy will be like a Japanese grocery store. Customers will not feel any burden when entering the pharmacy, and they will be more relaxed and comfortable.

Therefore, we use the display of good life products to make Ali health pharmacy fade the cold temperament of the hospital and make it a healthy and natural lifestyle.

阿里健康是线上线下一体的医药健康服务体系，不用于传统药店的线下模式，阿里健康也满足了年轻人的消费生活方式，可使用手机直接在店里下单，避免了销售人员的不友好的推销。

Ali health is an online and offline medical health service system, which is not used in the offline mode of traditional pharmacies. Ali health also meets the consumption lifestyle of young people. It can use mobile phones to place orders directly in the store, avoiding unfriendly sales promotion by sales personnel.

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快速取药O2O模式，阿里药房贴心的把线上订单统一归放在收银台一处特制的设计台里，方便快递人员快速取拿。

In o2o mode, Ali pharmacy places online orders in a special design desk at the cash register, which is convenient for express delivery personnel to pick up quickly.

阿里健康大药房迈出了新零售第一步，也让我们看到传统药店在新时代的更多商业可能。

Ali health pharmacy has taken the first step of new retail, and also let us see more commercial possibilities of traditional pharmacies in the new era.