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Website Strategy

How I Translated the Essence of a Pharmacy into a Digital Experience

Rapha Farma • 2024

MY ROLE

Product Designer

KEY ACTIVITIES

Personas

Empathy Map

Benchmarking

Branding

UX/UI Design

Prototyping

OVERVIEW

Rapha Farma has become a local reference for personalized service and a strong connection with the community. However, its current website doesn’t convey the charm of its physical store or its essence. The project revitalized the website, making it not only functional but also an extension of the attentive and close-knit service that defines its experience.

Objectives

Create a digital environment that reflects the pharmacy’s care and personalized attention.
Integrate technology and modernity without losing its welcoming essence.
Reflect the values that make the pharmacy a community staple.

The Current Website

The humanized pharmaceutical service offers guidance and care, increasing customer satisfaction and loyalty. In addition to selling medications, it values genuine relationships.

I noticed that the current website has strengths, such as texts that highlight the bonds with the community, essential pages, and the option to request medications via WhatsApp. However, the design does not reflect the visual identity or the welcoming service, failing to convey its true essence.

Farmers:
Seek affordable service and products for workplace health.

Teachers:
Value convenience and detailed, clear health guidance.

Doctors and Business Owners:
Appreciate personalized service and quick solutions.

Travelers:
Look for essential items with efficiency during their trips.

User Profiles

Located in a city with family farming on its outskirts and small to medium-sized businesses in its center, its customers range from farmers to local entrepreneurs. Crossed by one of the country’s main highways, the pharmacy also serves travelers.

Benchmarking

The goal was to look for references to institutional websites of small pharmacies in the region. None were found. There are no websites for small pharmacies. There are e-commerce sites or sites for chain pharmacies.

The New Website

With increased user assistance through CTAs that ensure human interaction, visual identity aligned with the brand, real photos, brand colors and typography, as well as welcoming and modern icons, the website was redesigned. A blog was also created for relevant content to attract potential customers, and a search bar was added to improve navigation.