A journey
from the heart.

Apotek Hjärtat

My role Design Lead, UI Design, UX Design Agency Thinkable / Forefront

Healthcare is undergoing a massive digital transformation. The way we seek care, keep track of our health, and get prescription medications and other products is all moving much closer to each individual. The pace of change in customer behaviour and demands makes it a very exciting field to work in.

At Apotek Hjärtat I led the UI and UX design of their e-commerce website. My work included conceptualising different main features of the website (such as front page, product pages, checkout page, search, filter, brand pages), designing UX and UI, prototyping, testing, and raising the bar of design maturity within the team. While working on Apotek Hjärtat's website their sales online increased dramatically, simultaneously the brand recognition surpassed the other pharmacy groups in Sweden.

Note: Some of the work presented are still in development.

Digital identity

When Apotek Hjärtat launched their new brand identity, I helped them to digitalise their identity. Page by page, we updated the user experience and the design, this was also the start of a design system.

Header Desktop / Before

Header Desktop / After

Component library

Checkout page

A checkout page is one of the most important pages, if not the most important page, of an e-commerce website. The old checkout page was cluttered with too much details, which could make the customer confused, and in worst case not continue the purchase.

The new checkout page has a simplified flow and design so the customer's needs – to have a clear overview of a potential purchase – is fulfilled while also more purchases went through.

Mobile / Before

Mobile / After

Desktop / Before

Desktop / After

Category page / Partnership page

To make it easier for Hjärtat's customers to browse through the pharmacy's great selection of items, we updated the hero space, and search filter feature, of each page. With the new update the pages will be more accessible on all devices, and also amplifies the presence of Hjärtat's partners on the website.

Category page / Before