E-commerce · Mobile App
Farmacias ISSEG
Farmacias ISSEG
Redesigning the shopping experience for a Guanajuato state pharmacy chain — improving purchase flow, information architecture, and visual design across both web and mobile platforms.
Redesigning the shopping experience for a Guanajuato state pharmacy chain — improving purchase flow, information architecture, and visual design across both web and mobile platforms.
Year
Year
2024
2024
Role
Role
UX/UI Designer
UX/UI Designer
Tools
Tools
Figma · Canva
Figma · Canva
Audience
Audience
General public
General public
The Problem
Farmacias ISSEG is a pharmacy chain operated by the state government of Guanajuato. Their digital presence — an e-commerce website and mobile app — had significant usability gaps that were preventing customers from completing purchases effectively.
The redesign focused on three core areas: clarifying the product browsing and search experience, streamlining the purchase flow to reduce abandonment, and updating the visual design to feel trustworthy and approachable to a broad audience — including older users and those less familiar with digital shopping.
Farmacias ISSEG is a pharmacy chain operated by the state government of Guanajuato. Their digital presence — an e-commerce website and mobile app — had significant usability gaps that were preventing customers from completing purchases effectively.
The redesign focused on three core areas: clarifying the product browsing and search experience, streamlining the purchase flow to reduce abandonment, and updating the visual design to feel trustworthy and approachable to a broad audience — including older users and those less familiar with digital shopping.
Farmacias ISSEG is a pharmacy chain operated by the state government of Guanajuato. Their digital presence — an e-commerce website and mobile app — had significant usability gaps that were preventing customers from completing purchases effectively.
The redesign focused on three core areas: clarifying the product browsing and search experience, streamlining the purchase flow to reduce abandonment, and updating the visual design to feel trustworthy and approachable to a broad audience — including older users and those less familiar with digital shopping.
My Role
I was responsible for the UX/UI redesign for both the web platform and the mobile application, working as part of a broader project team. My contributions included a UX audit of the existing experience, redesign of the key user flows (product search, product detail, cart, and checkout), and production of high-fidelity screens for both platforms in Figma. Designing for a government-operated pharmacy introduced specific considerations around accessibility, clarity of medical information, and trust — all of which shaped my design contributions throughout the project.
I was responsible for the UX/UI redesign for both the web platform and the mobile application, working as part of a broader project team. My contributions included a UX audit of the existing experience, redesign of the key user flows (product search, product detail, cart, and checkout), and production of high-fidelity screens for both platforms in Figma. Designing for a government-operated pharmacy introduced specific considerations around accessibility, clarity of medical information, and trust — all of which shaped my design contributions throughout the project.
I was responsible for the UX/UI redesign for both the web platform and the mobile application, working as part of a broader project team. My contributions included a UX audit of the existing experience, redesign of the key user flows (product search, product detail, cart, and checkout), and production of high-fidelity screens for both platforms in Figma. Designing for a government-operated pharmacy introduced specific considerations around accessibility, clarity of medical information, and trust — all of which shaped my design contributions throughout the project.
Process
UX Audit
UX Audit
01
Evaluated the existing web and mobile experience to identify friction points in the purchase flow and information hierarchy.
Evaluated the existing web and mobile experience to identify friction points in the purchase flow and information hierarchy.
Flow Redesign
Flow Redesign
02
Mapped the ideal end-to-end user journey from product discovery to checkout, minimizing steps and decision points.
Mapped the ideal end-to-end user journey from product discovery to checkout, minimizing steps and decision points.
Web Design
Web Design
03
Redesigned the web platform — homepage, category pages, product detail, cart, and checkout — in Figma.
Redesigned the web platform — homepage, category pages, product detail, cart, and checkout — in Figma.
Mobile Design
Mobile Design
04
Designed the mobile app experience with touch-optimized interactions, clear product cards, and a simplified checkout flow.
Designed the mobile app experience with touch-optimized interactions, clear product cards, and a simplified checkout flow.
Key Choices
Accessibility-first visual design
Accessibility-first visual design
As a government pharmacy serving a broad demographic, the visual design prioritized legibility: high contrast text, large tap targets on mobile, and clear typographic hierarchy — especially for dosage and product information.
As a government pharmacy serving a broad demographic, the visual design prioritized legibility: high contrast text, large tap targets on mobile, and clear typographic hierarchy — especially for dosage and product information.
As a government pharmacy serving a broad demographic, the visual design prioritized legibility: high contrast text, large tap targets on mobile, and clear typographic hierarchy — especially for dosage and product information.
Simplified checkout to reduce abandonment
Simplified checkout to reduce abandonment
The checkout flow was reduced to the minimum number of steps required to complete a purchase, with clear progress indicators and inline validation to prevent errors before submission.
The checkout flow was reduced to the minimum number of steps required to complete a purchase, with clear progress indicators and inline validation to prevent errors before submission.
The checkout flow was reduced to the minimum number of steps required to complete a purchase, with clear progress indicators and inline validation to prevent errors before submission.
Consistent cross-platform experience
Consistent cross-platform experience
The web and mobile designs were intentionally aligned — same visual language, same interaction patterns — so that users who switch between platforms encounter a familiar experience rather than a different product.
The web and mobile designs were intentionally aligned — same visual language, same interaction patterns — so that users who switch between platforms encounter a familiar experience rather than a different product.
The web and mobile designs were intentionally aligned — same visual language, same interaction patterns — so that users who switch between platforms encounter a familiar experience rather than a different product.
The Result
Redesigned web and mobile experiences covering the full purchase journey: homepage, product catalog, search results, product detail pages, cart, and checkout — optimized for the specific needs of a government pharmacy's customer base.
Redesigned web and mobile experiences covering the full purchase journey: homepage, product catalog, search results, product detail pages, cart, and checkout — optimized for the specific needs of a government pharmacy's customer base.
Redesigned web and mobile experiences covering the full purchase journey: homepage, product catalog, search results, product detail pages, cart, and checkout — optimized for the specific needs of a government pharmacy's customer base.
Outcome
Designing for a government service sharpened my thinking about inclusive design. When you build a consumer product, you can often target a specific demographic. When you build a government service, you have no such luxury — the product must work for everyone, including users who are not digitally native.
The dual-platform nature of the project also reinforced the importance of a unified design system: designing web and mobile in parallel, from the same component library, ensures consistency without duplicating work.
Designing for a government service sharpened my thinking about inclusive design. When you build a consumer product, you can often target a specific demographic. When you build a government service, you have no such luxury — the product must work for everyone, including users who are not digitally native.
The dual-platform nature of the project also reinforced the importance of a unified design system: designing web and mobile in parallel, from the same component library, ensures consistency without duplicating work.
Designing for a government service sharpened my thinking about inclusive design. When you build a consumer product, you can often target a specific demographic. When you build a government service, you have no such luxury — the product must work for everyone, including users who are not digitally native.
The dual-platform nature of the project also reinforced the importance of a unified design system: designing web and mobile in parallel, from the same component library, ensures consistency without duplicating work.