Holland & Barrett

The Past - The Present - The Future

I joined the H&B web-team in January 2021; the teams, processes and foundations had been established among the squads. I moved to the app squad in April 2022 as their first UX designer. Originally a small team with a product manager, merchandiser, and a few developers that were told to "just copy the website."


As the first designer, I needed to bring UX processes into the team. There was a rudimentary and outdated Design System, no documentation, and no designs available. There was a lot of noise from the business on why the app wasn't like the website. There was no research based decisions; while some were a direct copy of the web, others were different because it was the easiest/fastest way that dev could build with limited resources.

Past - Present - Future

The Past: No Foundations Established

Key challenges
  • Rudimentary and outdated design system
  • No flows or documentation
  • No UX work
  • No user research
  • Feature-driven to match website
  • Non-native patterns
  • UX improvements not on roadmaps
  • Minimal analytics/reports


(Screenshot of original design system)

Audit & Competitor Analysis

Audit and document the flows
  • Note any fundamentally UX issues
  • Compare competitors and note native specific implementations

Understanding the User

Establishing motives and pain-points
  • Why are users downloading the app instead of using the website?
  • What goals are users trying to achieve?
  • What are users pain-points?
Limited options, but still heard
  • Run in-app surveys
  • Insights from app store reviews

Quick Wins & Optimizations with Limited Resource

Checkout pain-points
  • Original flow copied website to be optimized for guest checkout
  • Designed for a 414px screen
Quick wins
  • Flow change - removing email on first screen reduced user confusion
  • Adjusting order summary to not be pinned allowed users to better view checkout page - reduction in drop offs for error states
Meeting user need
  • PDP Click & Collect feature is being used by users to check store stock
Quick wins
  • Changing the information architecture gives the user better insight if something is in-stock locally

Featured: Barcode Scanner

User pain-points & feedback
  • "When I go to the store, I like to read the reviews of different products. It's a lot of work having to type in the name for each one and search."
  • "I don't always want to talk to someone at the store when it comes to personal health."
  • "I hate having to go through my past orders, especially when I have the empty bottle in front of me"
Store colleagues pain-points & comments
  • "We don't always have the available staff to answer everyone's question's when it gets very busy."
  • "Some of the customers just like to be directed to the right area, but then want to be left alone. I'm not sure how they are deciding which product to get."

A barcode scanner that integrated that with the database of SKU's.


Omnichannel: Working Beyond Digital

User pain-point & feedback
  • "Why are there different discounts on the website, app & store?"
  • "There are so many promotions, I don't even know all of them that are happening right now"
  • Use H&B web promotion UI
  • Native integrations

Long Term Goals: Discovery

In-store colleagues offer information and guidance to support the goals and challenges that people have.

How do you translate that into a digital experience?

User pain-points & feedback
  • "I have no clue which product to buy, there are so many to choose from."
  • "I'm using product XXX but I don't know if there is something else I can do or use to help me with (my problem)."
  • "There is a lot of information out there, and I don't always trust what is being written."
Business goals
  • Branding: Promote itself as the wellness partner in ones health journey
  • Users: Personalize content & products for users
  • Financial: Increase profits through retention, particularly in a highly competitive market
Supportive data
  • Users that download the app compared to web have a higher spend per 
  • Users that view the Health Hub have at 4 weeks a ~40% increase in retention & 3-6% revenue increase.
Current Health Hub experience
  • Focus on SEO, not experience
  • Walls of text
  • No personalization
Information architecture

Mapping the IA and researching competitor experiences guide how to structure an engaging modern experience

Concepts & prototypes

A million ideas, all a different experience

From MVP to The Dream

Working across a variety of teams to roadmap together supporting API's & dev work 

Thanks for reading!

Jack Kuzniar © 2024

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