CASESTUDY
FREE
Contraception
online
PHASE 1
Crafting a dynamic brand identity
We began by developing a visual identity that broke the mold of existing online pharmacies. Moving away from the sterile blues and whites common in the industry, we designed a fresh, young, and dynamic brand centered on a vibrant color palette. The new logo and design language were crafted to feel "lifestyle-oriented"—approachable and fun, yet professional. This bold aesthetic was specifically chosen to stand out in a crowded marketplace, ensuring that the brand felt like a modern service built for the user's daily life.
⬆️ Attract & convert visitors online
🏷️ New online business
📉 Streamline & automate to keep costs down
AREAS OF FOCUS
What FREE Contraception Online required
Earful required improvements to overall user experience, landing page design and SEO optimisation.
Simple website navigation
Fully optimised
ordering process
Pill search facility
SEO Optimisation
Landing page key elements
Complex forms
PHASE 2
User experience and conversion strategy
With the brand established, we designed the digital architecture. We knew that for a medical service, "conversion" means more than just a click; it means providing enough clarity for a user to make a confident health decision. Every page of the website was conversion-optimised, balancing high-energy visuals with clear, digestible information.
We organised the layout to prioritise transparency, ensuring that users had all the necessary NHS information at their fingertips before they even began the application process.
PHASE 3
Optimising the complex medical journey
The heart of this project was the medical consultation form. Healthcare forms are notoriously long and often lead to high drop-off rates. To combat this, we engineered a sophisticated two-step "compressed" form. By grouping complex medical questions into logical, manageable phases, we reduced "form fatigue" and significantly lowered the barrier to completion.
Seamless transitions
This front-end simplicity is powered by a complex back-end; every submission is funneled directly into the pharmacist’s CMS, allowing for immediate assessment and a seamless transition from user data to professional medical review.
"Every page of the website was conversion-optimised, balancing high-energy visuals with clear, digestible information"
PHASE 4
Closing the loop with automated workflows
Finally, we focused on the post-submission experience to ensure high patient retention and trust. We implemented automated communication workflows that keep the customer informed in real-time. From the moment a request is submitted to the final delivery at their door, patients receive automated SMS and email updates regarding their order status. This system not only reduces the administrative burden on the pharmacy staff but also provides a "concierge" level of service that reinforces the brand's modern, reliable reputation.
Project Highlights
Strategic and technical highlights for FREE Contraception Online
Strategic branding & identity
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Market Differentiation: Successfully launched a standalone digital brand that separates online NHS services from the traditional "high street" pharmacy aesthetic.
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Youth-Centric Design: Developed a "fun and dynamic" visual language specifically tailored to appeal to a younger, tech-aware demographic.
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Brand Cohesion: Delivered a complete identity package, including a new logo and a vibrant, modern UI kit.
UX & conversion engineering
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Frictionless Medical Consultation: Engineered a complex medical questionnaire into a streamlined 2-step process, significantly reducing user drop-off.
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Mobile-First Optimisation: Every touchpoint was designed for mobile users, ensuring easy access to healthcare on the go.
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Information Architecture: Prioritised patient education, ensuring users could make informed contraceptive choices through clear, accessible content blocks.
Technical innovation & automation
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Custom CMS Integration: Built a seamless bridge between front-end user data and the pharmacist’s back-end management system for rapid medical assessment.
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Full-Cycle Automation: Implemented a multi-channel (SMS & Email) notification system that tracks the order from "Submitted" to "In-Hand."
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Operational Efficiency: Reduced manual administrative tasks by automating patient updates, allowing pharmacists to focus on clinical reviews.
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INTRODUCTION
Redefining digital healthcare access
The Challenge: From Clinical to Contemporary
Our client, an established pharmacy with a strong physical presence, identified a gap in the digital market for accessible NHS contraceptive services. The objective was clear: they needed to spin off a standalone online brand that could distance itself from the "traditional" clinical feel of a brick-and-mortar pharmacy. The goal was to build a digital-first identity that resonated with a younger, tech-savvy demographic while maintaining the trust and authority required of a healthcare provider.
