The Brief
Pulse Pharmacy is an established bricks-and-mortar business who approached Spin Communications (now WeAreDigital) in 2006 to investigate online as a potential commerce channel to support their growing retail network.
After identifying an opportunity for the retailer, we were briefed to develop the blueprint for the site and a platform that would enable Pulse to compete with the most established online pharmacies.
The response to the brief included putting a plan in place to manage and grow the business post launch.
The Solution
Spin developed a best-of-breed e-commerce platform with thousands of shop products that can be searched, browsed, compared, analysed and sorted based on the user requirements. Custom functionality was also developed to enable the business to sell prescription products and manage repeats.
Detailed product information, reviews and live chat functionality (during business hours) assist the user experience and contribute to the sale conversion.
The site is integrated with third party web services and Pulse's stock management system, automating product and inventory processes.
My Involvement
I assisted in coordinating a detailed Discovery phase, ensuring stakeholder involvement from head office and proprietors to elicit the business requirements for the project. Interviews were held with loyalty members to create personas that would be referred to throughout the design and testing phases.
Following the Discovery phase, a solution was planned and technology partners identified for delivering core components such as the site search and browsing tools, merchandising, analytics, content management and hosting.
I managed the creative and build phases of the project, working with designers to create a fresh look and feel and overseeing a large development team and external vendors to ensure the project was delivered to spec and on time and budget.
Following the launch of the site I managed the online marketing activity and used the Omniture Site Catalyst software to run reports, segment customers and make recommendations on ways to improve traffic and conversion rates.