Enhancing the ecommerce experience across one of the UK's most recognised health and beauty platforms.
Boots needed its ecommerce experience to be as intuitive, accessible, and commercially effective as its 170-year high-street reputation.
Boots is the UK's leading health and beauty retailer — 170+ years of heritage, 2,000+ stores, and an ecommerce platform serving millions of customers every month.
At that scale, even small points of friction in search, navigation, and product discovery add up. The experience needed to be more intuitive and accessible without losing commercial impact.
As part of the product design team, we focused on high-impact areas of Boots.com — working mobile-first through user research, wireframing, prototyping, and high-fidelity design.
Every change was made with accessibility and the existing design system in mind, so improvements scaled consistently across the platform.
A set of focused improvements across search, navigation, and guided product discovery.
Key projects included a Pain Selector Tool that guided customers from symptom to the right product, a redesigned No Results page that turned dead-ends into useful next steps, and a new Global Header that clarified navigation and branding.
Each was designed mobile-first, validated through research, and built to evolve the design system — improving accessibility and commercial performance across Boots.com.
Projects shown include live work, pitch deliverables, and design produced as part of embedded or collaborative engagements. Some work was completed as part of a wider team. Deliverables reflect the scope and direction at the time of engagement — the live experience may have since changed, launched in a different form, or not proceeded to production. All brand assets and trademarks shown remain the property of their respective owners and are displayed here for portfolio reference only.
The Pain Selector Tool performance data told a clear story: a 33% drop-off at the Pain Intensity step was the single biggest friction point. In hindsight, I'd have pushed to run qualitative research on that specific step earlier — the analytics surfaced the what, but understanding the why would have sharpened the redesign direction faster.
On the Global Header, deferring mega-menu improvements was commercially sensible, but it left a visible inconsistency between the updated header and navigation patterns behind it. I'd advocate harder for at least a light-touch review of adjacent components before handoff.
The OOBO checkout work reinforced how much edge-case thinking happens late in a project. Mapping error states and payment threshold scenarios earlier — before high-fidelity — would have reduced back-and-forth with engineering considerably.
The transactional email redesign was a reminder of how much design debt accumulates in low-visibility surfaces. These emails had never been properly aligned to the design system — the audit phase took longer than expected because the inconsistencies were more widespread than anyone had assumed. A periodic comms design review would catch drift earlier.
The Age, Airports, and Warranties work was the most cross-functional of the engagement — three compliance-driven features running near-simultaneously, each with distinct legal, operational, and engineering stakeholders. The lesson: in compliance work, getting legal sign-off on copy and logic early isn't a blocker to design progress, it's a prerequisite. Starting those conversations before design exploration would have saved iteration cycles.
Across all six workstreams, the most valuable design decisions weren't made in Figma — they were made in the conversations before it. Earlier stakeholder alignment on scope and success metrics consistently saved more time than any tool or process change.
"Johnny's work on the Pain Selector Tool was exactly what we needed — rigorous, commercially aware, and genuinely user-centred. He brought clarity to a complex problem and delivered something the whole team was proud of."
Projects shown include live work, pitch deliverables, and design produced as part of embedded or collaborative engagements. Some work was completed as part of a wider team. Deliverables reflect the scope and direction at the time of engagement — the live experience may have since changed, launched in a different form, or not proceeded to production. All brand assets and trademarks shown remain the property of their respective owners and are displayed here for portfolio reference only.
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