Superdrug Health Clinics provide professional medical services at over 60 high-street locations across the UK. I was tasked with reimagining the end-to-end digital booking experience—transforming a fragmented clinic search into a streamlined, information-rich portal that empowers users to navigate complex travel and health requirements with total confidence.
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Dramatically improved conversion by simplifying the clinic search and clarifying destination-specific vaccination requirements.
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Designed a high-utility clinic finder that bridged the gap between online research and physical in-store consultations.
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Successfully distilled complex clinical data into user-friendly advice, earning direct praise from users for the site's "useful and easy" experience.
The Challenge
The original site suffered from a significant "Information Gap." Users were struggling to identify which vaccinations they needed for specific travel destinations and found the clinic search process cumbersome. This confusion led to high drop-off rates and increased pressure on customer service teams.
The design challenge was to present high-density clinical information (vaccines, symptoms, price lists) in a way that felt accessible but authoritative. We had to guide users through a high-stakes decision-making process—getting the right healthcare before a trip—without overwhelming them with medical jargon.
The Solution
I developed a utility-first architecture centered around a map-based clinic finder and a "Destination Discovery" engine. By prioritising geolocation and real-time availability, we made finding a local clinic effortless.
We introduced a modular content structure for travel vaccinations, ensuring that key information (dosage, price, and urgency) was always "front and centre." This shift from a static brochure site to a dynamic booking tool turned the website into a core revenue driver for Superdrug’s healthcare division, resulting in a 156% spike in booking inquiries.
View low-fidelity prototype
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Kathryn Derges
Trustpilot review
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