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Pharmica

Brand identity and responsive ecommerce website design for a London based digital pharmacy.

  • Services
    Branding, UI, UX, Consultation, Strategy
  • Date
    2015—
  • Client
    Pharmica
— New design is being implemented with a phased approach on the live site, starting with content for existing customers only —

Building a brand. Pharmica is a startup in digital healthcare. They reduce the inconvenience of you having to visit your GP and then find a pharmacy, by letting you do it all online in just a few minutes.

Trust and confidence. Legitimately buying prescription-only medication online is a new concept for most users. We were brought onboard to deliver thoughtful designs and digital strategy that puts users at ease.

pharmica-logos-10
brand development

Designing an established brand

This startup was unknown, so it was important to develop an established brand straight away. We refreshed the familiar and trusted ‘Pharmacy Green Cross’ so it suits a digital startup, and implemented a more distinctive colour scheme. This together with rounded corners and a friendly typeface, produces a memorable, warm brand.

show competitor pricing

Instead of making users do the work by searching and finding competitors' websites, we recommended showing these prices direct on the product page. Because the brand is proud to beat the price of all their competitors, the interactive table foregrounds their value proposition. Showing competitor pricing reduces abandonment and builds further trust through transparency.

show competitor pricing
Screen Shot 2016-05-24 at 09.37.22
strategy

How to build trust

Digital is cold. One of our primary aims with the design of the brand identity and website design is to emulate some of the warmth you used to get from going to your local pharmacy: a warm welcome and advice you can trust. This has been achieved by careful tone of voice, warm colours, soft shapes, and plenty of customer reviews.

context dependent information

Showing relevant content on the right pages and the right time is crucial to creating a user journey that flows. By answering users' questions and reducing their anxiety before they reach for help — or worse, abandon completely — the whole process of purchasing treatments becomes effortless. Reducing the friction in the user experience results in increased conversions and happier customers.

context dependent information
flexible quick buys

Pages get long, so we introduced a sophisticated fixed quick-buy header for product pages. Once the user has read all the information and is convinced they're making the right choice, we let them add to basket straight away, without having to scroll all the way up.

flexible quick buys
increase basket spend

Adding value with intelligent cross-sells

This brand differs from most digital pharmacies and sells both prescription-only medication and over the counter products. To increase basket spend, we’ve placed prominent upsells on the product page, and direct in cart. Placing pairs or collections of products, along with positive ticks once added, creates emotional triggers and encourages customers to complete the set. Buying Viagra? Then you’ll probably need these too.

sj-projects-pharmica-up-sells
responsive design

Right from launch, the brand found more users accessed the site through mobile devices than desktop. Mobile users tend to be very goal-oriented: they expect to be able to get what they need from a mobile site easily, immediately, and on their own terms. We’ve optimised Pharmica’s digital store with mobile users in mind, capturing the growing market and offering the best user experience for fast, safe access to healthcare.

responsive design
USER experience

Creating a seamless user journey

When customers are trying something new, or aren’t quite sure about their purchase, any minor kink in the user journey can result in abandonment. We’ve developed a frictionless user experience and seamless user journey — from finding the right medication and adding complimentary products, though to a fast and intuitive checkout.

reducing anxiety

As part of a wider strategy to help reduce anxiety and build confidence in the brand, we’ve introduced proximity based testimonials. These glowing reviews are placed directly beneath primary CTA buttons to reduce risk and help users make an informed decision. We’ve also placed checkout CTA buttons at the bottom of each page site-wide: once users have read more information, these buttons remind them to complete their purchase.

reducing anxiety
BRANDING

Developing a flexible identity for a growing brand

We’ve the startup develop a growing brand identity. It’s strong and confident, but also warm and personable. As the brand grows, it’s looking to expand its offering and products to a wider market. The identity we’ve designed has the scope to grow too, whilst reinforcing and being coherent with the parent brand.

sj-projects-pharmica--icons
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

We're always looking for new challenges and experiences. Whether you're a tech startup, one man band or large established agency, we'd love to hear from you. Get in touch →

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Your next project?

We're always looking for new challenges and experiences. Whether you're a tech startup, one man band or large established agency, we'd love to hear from you.

hello@studiojubilee.com