Putting customers at the forefront of user experience to change Boots e-commerce strategy


Our involvement with Boots began back in 2016, when we were commissioned by them to design their Digital Experience Language (DEL), which was successfully used for the new UK e-store in early 2017. We have since continued to work with Boots on a consultancy basis, advising them on their digital strategy. Our work covered all aspects of their digital estate: from proposition development to digital branding through to user experience and visual design.

We deployed a multi-discipline team to Boots HQ in Nottingham that quickly integrated into part of the overall Boots CX team. By sharing our approach and working shoulder to shoulder with the Boots team, we enabled them to deploy and run their own teams on a user-centred approach and methodology.

The redesign focussed on a new, more intuitive customer experience, heralded a new approach to the Boots digital e-commerce practice, which put user experience front and foremost. Alongside the clear customer benefits, this provided huge benefits to the business through reusable code, consistency of interaction patterns and development workflow efficiencies. Not only did this see growth for Boots but the work also won Google’s Best Mobile app 2019.




Increase in positive user experience


Increase in average time spent on the website