The challenge was to help Boots create a new digital experience in e-commerce for their customers, using a design that could be rolled out across their entire group.

 The work covered all aspects of their digital estate: from proposition development to digital branding through to user experience and visual design.



The involvement began in 2016 when we were commissioned by Boots UK to design their Digital Experience Language (DEL) which was then used for the new UK e-store in early 2017 and is still in use.

 The same design was then extended to Boots Pharmacy, Boots International in Norway and Boots-owned brand, Liz Earle. 



The redesign heralded a new approach to the Boots digital e-commerce practice, which put user experience first 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.

Splendid deployed a multi-discipline team to Boots HQ in Nottingham that quickly integrated into part of the overall Boots CX team.

 By sharing the design methodology and working alongside the Boots team, Boots was able to deploy and run their own teams on a user-centred approach and methodology.

*work led while I was the co-founder and Managing Director of Splendid Unlimited (no longer an active company)