Boots is the UK’s leading pharmacy-led health and beauty retailer, a UK brand under the Wallgreens Umbrella. Boots, like several other UK companies, now have the ability to prescribe and sell certain medications online, and they approached the IBM iX Design Studio to take this one step further. They envisioned a health-hub platform underpinned by NHS information, for users’ to find medically-provided advice or medication for a multitude of conditions.
I was asked to lead the design team to deliver this end to end experience, using Boot’s design system to build components to be used on Adobe Experience Manager (AEM). After a comprehensive discovery phase, we created 10 unique personas, whose needs and wants became the focus of our ideation. This led to a list of requirements which would allow us to provide our users relevant information while creating opportunities to drive revenue for Boots.

This was one of Boots’ first AEM projects as they transition onto the platform, so my challenge was to learn how to take their existing design system and apply it to the AEM tool as we designed the Heathhub site. Through trial and error and a combined effort of IBM and the Boots’ technical team, we were able to produce a selection of components to work with the UX. Over three months, we were able to design and deploy an MVP experience that allows users to learn about their condition in a structured and logical manner.  We were able to build out an ecosystem of support per condition with product recommendations or advice for treatment on a symptomatic level, and recommendation for communities or specialist care companies for each. Our site went live in October of 2022 and has already seen a 275% increase in unique page views, 4% increase in engagement and netted Boots a profit of £44k, with these figures expected to grown in 2023.