GSK Shingles Public Health Website
How a UX/UI optimisation gained 400% increase in conversion and engagement
Client:
GlaxoSmithKline Pharmaceuticals (GSK)
Role:
UX Designer
Year:
2024
The problem
Engagement and Conversion: 75% of users dropped off before scrolling past the first quarter, and only 15% converted.
The team
1 x Data Strategist
1 x Brand Strategist
1 x UX Designer (myself)
1 x UI Designer
2 x Software Developers (FE + BE)
1 x Quality Assurance (QA)
My responsibilities 💃
Usability Testing
UX/UI audit the current home loan pages
Wireframing
UI and Dev Handoff
The process
Stage 1 - Discovery
Usability Testing
After running 5 usability tests with our target audience (60+ years old), we uncovered 3 key issues: accessiblity, content, and lack of discoverability.
Data & Analytics
And the data told the same story about the low engagement and conversion
Stage 2 - Define
Dealing with constraints
Time and budget - The client needed a quick fix with no new components or major copy changes (pharma approval can take up to 6 months). We reused existing copy and video assets.
Collaborating with our brand strategist and developers from the start, we keep the project as lean and agile as possible.
Stage 3 - Design
Discoverability - Enhancing the main CTA visibility on the top nav, and providing easy concierge query directly on hero banner
Video content - Optimised the digital design to enhance video engagement. Additionally, ensure all text is formatted in HTML to improve SEO effectiveness.
Conversion and Cross-conversion - Redesigned the primary CTA’s exit confirmation popup (Book a GP), merging the secondary CTA (Download discussion guide). This improved the UX, making the journey clearer and more intuitive.
The outcome 🎉
Scroll depth: 12% → 50%
Cross conversion: 15% → 80%
Video engagement: 59% → 75%
The reflection
This project taught me the power of storytelling and how it's presented. It was a valuable reminder that even with limited resources, small strategic design can drive impactful results by small tweaks here and there.
