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