Responsive ecommerce website design and marketing for a digital doctor and pharmacy based in London.
Building trust. An online pharmacy is a new concept for most people, so one of the main tasks across all our work for this brand is to help build trust with new customers.
Increasing conversions. We’ve also been tasked with developing design strategies that reduces abandonment and increases conversions.
Seamless user experience. Making customers trust you and increasing sales can only be achieved by developing a well defined user journey and experience that’s intuitive and quick.
Talking directly to customers
Giving the brand a unique tone of voice has been an important part of the site as a whole, but especially targeted email marketing. We’ve offered consultancy, strategy, and copywriting — together with design. The new approach is to talk directly to customers in a personable but confident tone. It reduces customer anxiety by giving customers a comparable context.
Building trust in a new market
Buying prescription medication online is a new concept for most customers, so it’s crucial for us to build trust. From marketing emails and tailored landing pages, right through to detailed product pages, we’ve carefully developed designs that are authoritative, trust-worthy, and reliable. If you receive a marketing email about buying Viagra, you want to know its safe and regulated — it has to stand out from typical targeted spam.
An authoritative but approachable personality
Giving the brand a personable tone of voice has been an important part of making customers feel comfortable with buying treatments online. We’ve balanced this with a sense of authority and giving users straightforward facts. This makes the brand someone to trust, just like your local pharmacist at home.
Guiding the customer
Reducing the paradox of choice is an important way to increase conversions. We’ve designed sales pages and marketing emails to show all the options, but help guide users to make the most popular choices.
Making it easy to find your local GP
One of the aims is to reduce the time it takes to safely buy prescription medication. With this feature, users are able to find their local GP and automatically notify them about what medication they’re being prescribed online. The design gives users powerful search options, presented in an achievable way.
Creating a frictionless user experience
If users are trying something new, or are a little unsure about their decision, it only takes a minor kink in the user experience for them to give up. After detailed audits and competitor reviews, we’ve optimised the user experience at every stage of the journey with a detailed strategy. We put particular focus on creating a really strong checkout: clear options, bitesize actions, and helpful error messages. It’s a combination of architecture, design, language, and technology.
Giving customers control
The user experience has been thoughtfully designed to make it simple for customers to tailor how their medication is delivered. Options are presented in clear, manageable boxes. Careful styling helps users see what they’ve selected, and how to continue.
Like most retailers, this pharmacy found that customers were increasingly accessing their website via mobile devices. We completely redesigned pages and optimised them with a mobile-first approach. Users are five times more likely to leave a mobile site that isn’t mobile-friendly, so designing with their context and needs in mind is crucial.
time based interactions
Increasing conversions with helpful countdowns
When you’re buying medicine, you usually want to use it straight away. The brand offers a great service and fast turnaround, but it wasn’t always obvious. We’ve introduced a series of time based interactions that encourage users to complete checkout before the timer runs out to guarantee delivery tomorrow. These countdowns are placed in prominent areas, like beneath primary CTA buttons on the product page.
Showing users multiple options, with clear and succinct information for each, helps them make informed decisions. With the delivery options at checkout, we've created a clear user experience that guides users step-by-step.
Common user interface conventions don’t always offer the best user experience. An example being password input fields. Hiding passwords isn’t helpful (or particularly safe) and leads to massive frustration. By giving users control over how the password is formatted leads to less errors, and less abandonment.
giving customers transparency
A common frustration with customers is not knowing what's happening. We've implemented a number of new user interfaces that help users understand how their order is progressing through the necessary steps before dispatch. Combining careful language with clear colour coded visuals helps make this quick and intuitive.
How we worked with the team
We used Slack for seamless dialogue and quick-fire solutions
Marvel was used for fast iterative prototyping and refinement
We used Adobe Creative Cloud for designing assets
We used Asana for project management with the client
Are you looking to expand into new markets, change customer perception? Get in touch →
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