Pharmacy + Clinic:
Improving the overall experience of the website to increase conversion rate.

I designed a new website with a new content strategy and clear information architecture based on the business goals and customers' needs and motives to increase customer buy-in. I helped improve the overall look and feel of the website so that it aligns with MedsEXPERTs' brand identity and is optimized for Googles' SEO.

MedsEXPERT is a LGBTQ+ pharmacy and clinic specializing in HIV & Treatment. They are located in the heart of Toronto Gay Village with the vision to empower its’ members by providing accessible healthcare.

Desktop and mobile mockup of the redesign.

This was a client-based project that involved a complete redesign of the website.
I was called in to redesign with the key goals of:

  • Increasing Traffic
  • Increasing conversion rate (Booking appointments & transferring prescriptions)
  • Improving the overall user experience of the website
My Role
UX Designer & Researcher:
Learn about their current customers and competitors to gain an advantage in the marketplace. Design their new website that communicates their brand identity and achieves desired business goals.

Michael Fanous: Owner & Copy Writer
May: Pharmacy Assistant & Copy Writer

Increasing Traffic


Using Squarespace Analytics, the data showcased the traffic coming in was mostly from Facebook and organic searches of “MedsExpert Pharmacy.”
None directed from Google searches or other socials.


Increase SEO ranking by creating content that corresponds to competitors’ header tags, users’ search term/tactics, and designing for web optimization. Furthermore, creating content that advocates for LGBTQ+ Community, especially the local community to increase brand advocacy throughout all platforms: local testimonials, Facebook, or Google reviews.

Increase conversion rate &
improve the overall user experience of the website:


Customers are looking for a professional, LGBTQ+ supporting Pharmacy & Clinic that provides a variety of services needed by the LGBTQ+ community. The visual design and layout made it hard to navigate and find the appropriate information: especially booking an appointment. The text content provided basic information about the pharmacy, and their history but lacked empathy and incentive with the customers to influence buy-in.

When attempting to book an appointment, customers were faced with 10 options for booking an appointment, which made them question if theres are priority appointments - increasing the likelihood of leaving the site.


Design a landing page with clear information architecture, legible content, improved visual design that is on-brand and aesthetically pleasing. Simplify the 'Booking Appointment' experience by reducing the number of options for an appointment and changing the aesthetics of design.


Phase 1
User Research, Competitor Analysis & Stakeholder Alignment
  • Primary & Secondary Research
  • Competitve Analysis
  • Key Insights
Phase 2
UX Strategy, Content Strategy & Wireframing
  • Goal/Scoop Identification
  • Prioritize User Pains & Needs with User Stories
  • High-level Content Mapping & Low-fidelity Wireframing
Phase 3
Design Style Tile & High Fidelity Mockup
  • Develop Design System
  • High-level Mockup

Phase 1: User Research, Competitor Analysis & Stakeholder Alignment

Learning what the customers value & where we can improve

The two key driving factors to choosing a pharmacy was the location (convenience), the price (or coverage) of drugs.

A key indicator to better healthcare for LGBTQ+ persons, is the access to LGBTQ+ health professionals and support systems who understand LGBTQ+ issues - unfortunately, referrals can be hard to find as doctors reach capacity. The majority of customers interviewed prefer a pharmacy and/or clinic that is knowledgeable in LGBTQ+ health and provides a safe and confidential environment to talk about overall and sexual health needs.

I created two personas and customer journey maps to help me and my client to better understand what customers valued in a pharmacy and clinic, their motives to choosing one, and how their current website compares to their needs and competitors.

Persona A: Julian C.
Click the image to view full screen
Persona B: Nema K.
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Phase 2: UX Strategy, Content Strategy & Wireframing

Creating the content that's most important for the customers

Keeping the customers at heart, I prioritized their needs, pains and motives so that the website aligns with what they need the most.

Using user-stories, competitor web analysis (keyword analysis), business objectives and text-content first approach to design a high-level content map and low-fidelity wireframes to focus on the messaging and flow of the content.

Content map was used to help guide the content writers with the content needed for each page.
Content Map & Low-fidelity Wireframe
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Phase 3: Design Style Tile & High Fidelity Mockup

A design style tile to align our vision

It was important that the client and I had the same vision for the website. Iterating on the design style tile and communicating the design decision chosen, we were able to agree on a look and feel of the website. Creating a visual design system that was clean and easy to scan through was crucial so that content can be easily found.

Design Style Tile
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Landing Page

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My biggest learning was that Branding is a specialization of its own and its quite difficult to start a project without defined brand guidelines. As there are many factors that influence a brands' identity - in which all must be carefully considered into designing and creating content.
To quote brand strategists Marty Neumeier:

“A brand is a person’s gut feeling about a product, service or company. It's a GUT FEELING because we’re all emotional, intuitive beings…it’s a PERSON’S gut feeling, because in the end the brand is defined by individuals.”
- The Brand Gap: How to bridge the distance between business strategy and design. Marty Neumeier  

My next steps in validating this design would include 2 rounds of usability testing and iterations with the key tasks of searching for specific information and booking an appointment.

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