Content Design for Superdrug
Superdrug, a leader in the health retail space, embarked on a digital transformation journey with the overarching goal of enhancing its online services.
As part of this programme, we designed and developed an online pharmacy website that integrates with the NHS prescription service.
What we did
Throughout the partnership, we advised Superdrug on the importance of maintaining good content hygiene across its digital experiences. We recommended reviewing the online pharmacy’s content with a focus on accuracy, relevancy, and how this aligns with the user’s journey.
By implementing these improvements, Superdrug aims to facilitate users in completing their intended tasks, whether this is finding information about the online pharmacy service, ordering prescriptions, or managing their accounts. The enhancements are intended to be applied to both public-facing pages and those within the logged-in customer accounts, thereby creating a seamless, inclusive and user-friendly online pharmacy experience for Superdrug’s customers.
Content Design Services
- User Journey Analysis
- Content Audit
- Content Performance Review
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![Content Design Process Image]()
Content Design Process
Before reviewing any content, we worked with Superdrug's team to define the objectives of the content design project. This provided a framework for the most valuable way to measure their existing website's content.
The following objectives were agreed:
- Evaluate the ease with which users can complete a task or find information.
- Identify areas for improvement in the account creation and order placement processes.
- Ensure the accuracy of all content.
- Achieve consistency in branding, tone of voice, and language across all touchpoints.
Our Content Design Lead tested the processes for registering for an account and placing an order. Through this activity, we were able to identify pain points and areas for improvement in the website’s user experience. We paired this approach with a content audit to provide a comprehensive recommendations report.
We found that some web pages were difficult to locate as they weren’t directly linked within the site’s main navigation. This can cause frustration for users who access the online pharmacy trying to find extremely specific items or information. We recommended reviewing the site’s hierarchy to make all information easily accessible.
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Additionally, we identified inconsistencies in the website’s branding and tone of voice which can cause confusion and can negatively impact the user’s perception of the brand. Due to the sensitivity of the products Superdrug is providing, it is essential to build trust and credibility with customers with consistent messaging and branding.
The previous content layout did not adhere to a clear visual hierarchy to guide the user’s attention from one stage in the user journey to the next. The lack of hierarchy made it difficult to understand what actions they needed to take next. We recommended redesigning the content layout with prominent call-to-action buttons, clear headings, and a logical flow that makes it easy for users to understand what they need to do next.
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The Results
The content audit findings were consolidated into a comprehensive report containing recommendations and supporting guidance to enhance existing content. By focusing on the predefined objectives, we provided Superdrug with a content design strategy that holistically improves the entire user experience of the online pharmacy.
Superdrug’s commitment to digital transformation and user-centric design continues to shape its online presence, ensuring a coherent and reliable experience for customers with varying degrees of digital literacy.
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