New app & website

During my assignment at Apoteket, I played a key role in modernizing the company’s existing app. The focus was on improving the user experience for prescription customers, while also increasing sales across all customer groups. The goal was to create an app that not only handled prescriptions smoothly but also encouraged product purchases from both loyal members and new users. Early in the project, I was responsible for developing a new design system in Figma, fully compliant with WCAG 2.1 accessibility standards.

 

As part of Apoteket’s Discovery Team, I worked closely with frontend and backend developers, as well as testers, and took the lead on several core areas—such as Search & Results, Product Cards, Product Pages, Brand Pages, and the prescription cards within “My Prescriptions.” I also stepped into a leadership role by organizing retrospectives for the UX team and facilitating workshops to push new design ideas forward.

 

Due to limited legacy app data, we adopted a data-driven design approach by analyzing web behavior to identify opportunities for improvement. I was actively involved in user testing with prototypes, which helped us uncover usability challenges and areas of confusion—insights that directly shaped many of our design decisions.

 

The project was both challenging and rewarding and highly successful. After the app’s launch, sales increased by 17% compared to the same week the previous year. The App Store rating climbed from 2.7 to 4.7, and the app gained over 40,000 new downloads shortly after release. I contributed significantly to this success by designing sales modules based on user interactions and purchase history, revamping product pages and product cards, developing new concepts for brand presentation, and redesigning key elements like the navigation and header.