Good design is essential when developing a website, and the same goes for an eCommerce. Farmacia Galeno first opened in 2011. Now, after five years in operation, its owners have decided to redesign the online store, not only to refresh its image but also to introduce functional improvements that help increase conversion. Farmacia Galeno’s managers want the store’s look & feel to match the brand and to reorganize concepts that, over time, have proven to work better separately: products on one side and services on the other.
Trilogi (TLG) project manager Pilar Garcia notes that when she takes on an eCommerce redesign, she thinks above all “about improving the user experience, and making the store fully responsive is an opportunity that must be seized right now.” The clients understood they had to take that step if they wanted to remain a leading online store in the pharmacy sector. Going responsive was essential to offer a more complete service, make buying easy from any device and keep growing sales.
The developer, who has worked in web development for more than twelve years, explains that this redesign also adds features such as Tokenicer and Blueknow to improve the store’s user experience. Tokenicer saves card numbers with repeat purchases in mind, which are very common in online stores such as pharmacies or supermarkets. Blueknow, meanwhile, is an algorithm that recommends products intelligently, so users seemingly stumble upon the products the algorithm thinks may interest them based on their browsing.
Online store design built around branding
The project manager and the web designer worked hand in hand to give a more modern, professional look to an online store that had fallen behind current web design trends, which favor larger images, simple menus and distraction-free product presentation. The two eCommerce specialists set out to organize every element into a new store offering a more comfortable user experience, less cluttered than the old one. A new banner layout and an improved product page were other areas they worked on. Web designer Cristina Pozo chose to work with Farmacia Galeno’s corporate colors —black and green— to project a more elegant image, closer to the brand’s physical stores, and to enhance the images to make it easier to find the desired products.
Pilar Garcia, Project Manager of the online store, with Cristina Pozo, web designer
Other goals were to make navigation easier and display products more clearly in the menus, with a cleaner, neater product page that keeps the focus on the actions to take. In short, changes that help users focus on viewing the product and on the suggested actions. In a responsive website the content is simplified and the look is clean, with drop-down menus instead of always-visible ones as before.
In this case, the product page uses a layout with a larger product image and includes a wishlist and the option to write reviews. And that’s not all: hovering over the product reveals a call to action inviting users to see more information or take action and buy directly.
Clearly, eCommerce evolves faster than most things around us. Bits don’t need heavy machinery, and change is relentless. At Trilogi (TLG) we love speed, so if your online store isn’t responsive or you want a more modern, visual design, you know where to find us: we’ll be happy to help.
