Mcdrogerie.ch (E-Commerce)

Switzerland’s second-largest online pharmacy — needed a comprehensive digital transformation to strengthen its market position, improve user experience, and modernize its brand. Over the course of two years, I served as the UX/UI & Brand Lead, delivering continuous improvements across the entire e-commerce ecosystem. Additionally, I supported BENU Switzerland, a major European pharmacy chain with distinct brand requirements, applying shared principles while maintaining separate brand identities. This was a long-term collaboration involving strategy, research, design systems, UX optimisation, A/B testing, and ongoing product development.

Key Challenges and Goals

Outdated, cluttered UI and fragmented brand

High churn and hesitation during purchase

UX friction on PLP/PDP and checkout

Swiss market specifics requiring clarity, localized adjustments, trust, and precision

Two brands (McDrogerie & BENU) sharing systems but needing distinct identities

Goal: Modernize the e-commerce experience, reduce friction, and boost conversions.

My Role

UX research (Hotjar, MS Clarity, support tickets, sales data)

Continuous hypothesis-driven UX improvements

Creating prototypes (AI-generated drafts), usability testing & A/B testing

Continuous refinement of PLP, PDP, checkout & editorial/product flows

Complex UX/UI design (responsive, scalable)

Creation + maintenance of a scalable design system

Brand refinement and repositioning

Close collaboration with dev and product teams

Supervising visual consistency and implementation

Collaborating with BENU Switzerland

Beyond McDrogerie, I supported BENU.ch, aligning the platform with its European brand presence while respecting stricter pharma guidelines.

This required separate UI variations, brand logic, and structural decisions, all built from the shared design system foundation.

Process Highlights

Data-led discovery to identify real user pain points

Rapid prototyping + Maze and Customer testing for fast iteration

Structured design system for reusable, accessible e-commerce components

AI-enhanced personalization and improved content clarity

Iterative optimization based on user behavior and market standards

Delivered

UX research & documentation

Wireframes, prototypes & design concepts

Full design system + brand refinement

High-fidelity UI for both McDrogerie & BENU

Ongoing implementation oversight and continuous UX optimization

Impact

Churn reduced from 15% → 7%

Faster order flow and reduced hesitation times

Lower rage-click rate

Strengthened trust and brand consistency

Improved Swiss market positioning (#2 nationwide)

Better user satisfaction through AI-based personalization

Why was this cool?

Using real user data, UX experimentation, and system-level design, we treated UX as a continuous product process and evolved a major e-commerce platform at scale.

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