Walgreens: Healthcare Landing Pages
Client: Walgreens
Brief: Radically simplify the online Walgreens Pharmacy experience (visited by 100K users daily) by condensing/rewriting 5 pages of content into one easily digestible landing page. Bring the page up to the level of our competitors (Amazon, etc). This was done as part of the retail chain’s rebranding to becoming healthcare organization—and according to rigorous new branding, tone and voice standards.
Response: As copy director, working with a UX designer, I reviewed “old” pages from a UX perspective, and determined what content to maintain, rewrite and condense. As part of the process, I also:
➔Redesigned and reduce clunky/verbose content from multiple pages, synthesizing into a single page
➔Managed multiple stakeholders
➔Standardized and implemented content standards
➔Humanized clunky technical messages.
➔Rewrote the new, updated page’s sections and components and wrote creative copy, CTAs, microcopy.
➔Used storytelling skills to sell the new page’s evolution—and rationale—to leadership, garnering approval in a short time frame.
