Boots.com
About Boots
Boots is the UK’s leading health and beauty retailer, with over 170 years of heritage and more than 2,000 stores nationwide. Alongside its trusted pharmacy and in-store services, Boots has built one of the UK’s largest eCommerce platforms, Boots.com, which serves millions of customers each month. Bringing together healthcare, wellness, and beauty, the brand blends its high-street presence with a digital-first experience — offering everything from prescriptions and personalised recommendations to Advantage Card rewards — making Boots a central part of everyday life for customers across the UK.
My contributions
As a Senior Product Designer at Boots.com, I played a key role in enhancing the user experience across one of the UK’s most recognised retail and pharmacy platforms. My work focused on delivering intuitive, accessible, and commercially impactful design solutions that supported both customer needs and business objectives.
I collaborated closely with cross-functional teams—including product managers, engineers, researchers, and content designers—to improve core e-commerce journeys, including prescription services, health & beauty product discovery, and checkout flows. This involved a mix of user research, wireframing, prototyping, and high-fidelity UI design, with a strong emphasis on mobile-first experiences.
A significant part of my role included aligning Boots’ digital experience with modern design standards while maintaining brand integrity. I contributed to the evolution of the design system, ensuring consistency across components and helping the wider team deliver at scale. My work helped streamline internal workflows, improve accessibility, and drive measurable improvements in customer satisfaction and conversion rates.
Projects undertaken with Boots
A selection of projects I contributed to at Boots, focused on improving usability, navigation, and customer experience across Boots.com.
Pain selector tool
I contributed to the design and optimisation of the Boots Pain Selector Tool, an interactive feature aimed at guiding customers toward the right over-the-counter products based on their symptoms. The project involved analysing drop-off data, performance metrics, and existing user flows to identify friction points in the journey. From there, I helped redesign and refine the tool’s interface, ensuring it was more intuitive, accessible, and reassuring for users. The outcome was a clearer step-by-step experience that reduced abandonment rates, improved product recommendations, and supported Boots’ commitment to safe, customer-focused digital healthcare solutions.
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No Results Pages
I worked on redesigning the “No Results” page for Boots.com, with the goal of turning a negative search outcome into a positive user experience. The focus was on reducing frustration, preventing abandonment, and retaining users by offering helpful alternatives. The designs introduced clearer messaging, contextual navigation, and suggested searches or related products to guide customers toward relevant content. This approach not only improved the overall user journey but also strengthened engagement and trust in the Boots digital experience.
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Global Header
I worked on redesigning the global header for Boots.com to improve navigation, strengthen branding, and create a more cohesive digital experience. The project focused on establishing a logical hierarchy for menu items, prioritising key pages like Pharmacy, Health, Beauty, and Offers, and exploring the use of mega menus to simplify access to complex categories. At the same time, the header was refined to reinforce brand identity by making the Boots logo more prominent and ensuring visual consistency across typography, colour, and layout. These improvements aimed to make the site easier to navigate, while maintaining a strong and recognisable brand presence throughout the customer journey.
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Tools used
Industry-standard tools such as Figma, Jira, and Confluence were used to support collaboration across design, product, and engineering teams.
Related projects in online retail
A selection of projects where I’ve contributed to design systems, product experiences, and customer journeys for leading global brands.
Sainsbury’s: Design systems work
Argos: Design systems work
Habitat: Design systems work
Nectar: Design systems work
Tesco: Ordering, Returns & refunds
British Telecom (BT): Business broadband ordering and contract renewals
