Building the website for Walgreens — reimagining the digital experience of America's most trusted pharmacy
Concept case study — This is a speculative portfolio piece demonstrating Aximz’s strategic capability for a brand of this scale and sector. It is not a commissioned or completed project.
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BRAND
Imerys
- INDUSTRY
Pharmacy / Retail Health
- Founded
1901
- Scale
~8,000 US stores
- Daily Customers
9 million+
- COUNTRIES
40+ / 230 sites
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UX Strategy & Audit
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Website Redesign
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Brand Visual Refresh
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Brand Guidelines
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Technical SEO
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Content Strategy
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Healthcare Content Writing
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eCommerce Optimisation
- Accessibility (WCAG 2.1 AA)
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CMS Architecture
120 years of pharmacy trust — now navigating a critical digital transformation
Founded in 1901 and trusted for over 120 years, Walgreens is one of the most recognised pharmacy and retail health brands in the United States. With nearly 8,000 stores across the US and Puerto Rico, approximately 211,000 team members including 85,000 healthcare service providers, and over 9 million customers and patients served daily, Walgreens occupies a unique position at the intersection of retail, pharmacy, and preventive healthcare.
The brand has been undergoing a significant digital transformation — launching virtual healthcare services in 30 states, myWalgreens loyalty and health platform, telehealth consultations, Rx Savings Finder, same-day prescription delivery, and a weight management programme powered by GLP-1 prescriptions. The challenge: communicating this complexity through a digital experience that feels simple, trusted, and human to 9 million daily users with vastly different health needs.
Brand scale at a glance
- ~8,000 stores (US + Puerto Rico)
- 9 million+ customers daily
- 211,000 team members
- 85,000 healthcare providers
- Trusted since 1901
- Virtual healthcare in 30 states
Three core business segments
- walgreens.com → eCommerce, pharmacy, virtual care, health hub
- myWalgreens → loyalty, health data, prescription management
- Walgreens Virtual Healthcare → telehealth platform
- Rx Savings Finder, same-day delivery, 30-min pickup
- Healthcare Solutions → payer, provider, biopharma B2B platform
The opportunity gaps Aximz would address
Walgreens.com serves one of the widest audience spectrums of any US retail website — from elderly patients managing chronic conditions to Gen Z shoppers buying beauty products to caregivers managing a family’s prescriptions. The digital experience must do massive work simultaneously — and currently has clear gaps where design, content, and SEO can improve significantly.
UX & Customer Experience Gaps
- Virtual healthcare underexposed
- Prescription & pharmacy services siloed from retail
- myWalgreens not clearly differentiated
- Mobile experience lacks speed & fluidity
- B2B Healthcare Solutions lacks clear identity
Content & SEO Opportunities
- Health condition pages lack depth (diabetes, hypertension, allergies)
- Virtual care pages not ranking for high-intent queries
- Product & medication pages lack structured schema
- Brand voice inconsistent across verticals
- Health education content is limited vs competitors
Unifying the Walgreens brand across retail, health, and digital
Walgreens operates as multiple brands in practice — pharmacy, retail, telehealth, and B2B healthcare — without aunified digital identity. Aximz would create a cohesive system that works from “buy Easter candy” → “book a virtual doctor consultation.”
Brand audit
Website, app, email, social, in-store consistency analysis
Visual identity system
Colour, typography, component language across all verticals
Brand voice guide
Unified tone: trusted, accessible, human
Brand guidelines
Full internal brand book
Healthcare sub-brand
Visual identity for Virtual Healthcare & myWalgreens Health
Design system
WCAG 2.1 AA accessible component library
How Aximz would approach this engagement — six phases
01
Discovery & audit
UX, content, SEO audit across all verticals. Audience mapping (6 segments): elderly patients, caregivers, chronic condition users, Gen Z shoppers, healthcare professionals, B2B payers/providers. Competitors: CVS, Amazon Pharmacy, Hims & Hers, Ro, Capsule. Output: opportunity matrix + roadmap.
02
Brand strategy & identity
Unified brand across all touchpoints. Distinct tone per vertical. 60-page brand guidelines. Healthcare sub-brand system.
03
Information architecture & SEO
Full IA restructure across 5 verticals. 500+ keyword universe. URL taxonomy. Internal linking system. Content pillar strategy.
04
UX design
Redesign key journeys: prescription refill, virtual care booking, product discovery, health plan management. 80+ accessible UI components. Personalised homepage. Dedicated B2B portal.
05
Content strategy
200+ pages. Health condition hubs: diabetes, hypertension, allergies, oncology, women's health, men's health. Pharmacy guides & medication info. NIH + HIPAA aligned content. Schema: edicalWebPage, Drug, MedicalCondition, Physician, FAQPage, Product.
06
Technical SEO & performance
Schema at scale. Core Web Vitals optimisation. hreflang (US + Puerto Rico). XML sitemaps. robots.txt strategy. QA across 24 devices. Post-launch tracking (90 days).
What success would look like at 90 days post-launch
Measured at 90 days post-launch against the pre-launch baseline.
55%
Organic traffic
90 days post-launch
30%
Bounce rate
Product page average
3×
Virtual care visits
vs. pre-redesign
98
PageSpeed score
Mobile target
180%
Target PageSpeed
2.5×
Prescription refill starts
200+
Pages written
SEO & brand-optimised
80+
UI components
WCAG 2.1 AA accessible
High-value queries where Walgreens should be ranking #1
Targeting transactional and discovery keywords across Walgreens’ core verticals — pharmacy, virtual care, health conditions, and retail.
Content, branding, and design at scale
200+
Pages written
500+
Keywords researched & mapped
80+
UI components designed
60
Page brand guideline document
24
Devices QA tested
6
Audience personas created
Content coverage areas
What the Walgreens team said
“This is the kind of project that demands precision, empathy, and strategic depth at every level — not just a redesign, but a rethinking of how a 120-year-old brand shows up for millions of people at their most vulnerable moments.”
— Aximz Technologies
What a full Aximz engagement would deliver
- Full UX + SEO audit
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6 audience personas
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Unified brand system
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60-page guidelines
- Healthcare sub-brand identity
- 500+ keyword research
- Full IA redesign
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80+ WCAG components
- UX redesign for core journeys
- 200+ pages of content
- Schema at scale
- B2B portal design
- QA (24 devices)
- 90-day SEO monitoring
- NIH + HIPAA aligned healthcare content
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Technical SEO: Product schema, Medical WebPage, hreflang, XML sitemap
- Cross-browser QA across 24 configurations — mobile, tablet, desktop
