The Mission

Superdrug Health Clinics offer essential services across 60+ UK locations. My mission was to overhaul the digital booking experience, turning a confusing "clinic finder" into a seamless, information-rich portal that empowered users to take control of their travel and health needs.

The Challenge

Users were dropping off because they couldn't find their nearest clinic or understand which vaccinations they actually needed for their travel destinations.

Customer Service & Data Audit

We synthesised feedback from the customer service team with site analytics.

• Insight: The "Clinic Finder" was the primary friction point; users felt overwhelmed by travel destination data and lacked clear "Next Steps."
• Result: We identified that "Accessibility of Information" was the #1 driver for conversion.

Competitive Mapping

Benchmarked the booking flows of private travel clinics and the NHS.

• Insight: Most competitors lacked a "one-stop-shop" feel - users had to visit multiple sites to cross-reference vaccination requirements.
• Result: We committed to a "Comprehensive Destination Guide" strategy.

The Solution

We needed to simplify complex medical information without losing the "Expert Trust" that a brand like Superdrug carries.

Low-Fidelity Prototyping

I developed rapid wireframes to test a new "Map-First" clinic finder.

• Insight: Users preferred seeing their clinic in relation to their daily commute rather than just a list of names.
• Result: We prioritised a geolocation-based interface with clear, real-time availability.

Information Architecture

Redesigned the travel vaccination pages to follow a "Symptoms-Treatment-Booking" hierarchy.

• Insight: Clarity on why a vaccine is needed leads to a 2x higher likelihood of booking.
• Result: Launched a new, simplified content structure that removed medical jargon in favour of user-centric advice.

The Outcome

Proving that a better UX leads to better health outcomes and business growth.

156%

Increase in Booking Calls

• Offline + Online Strategy Success The redesign perfectly aligned with Superdrug’s vision of a "Phygital" retail experience—making the transition from a mobile screen to a physical high-street clinic effortless.
• Trustpilot Validation The user response was overwhelmingly positive, with customers specifically citing the "useful website" as their reason for choosing Superdrug over competitors.