How we designed and developed a modern online pharmacy for Gorenjske lekarne, making it easier for customers to find products, make informed purchasing decisions and access professional pharmaceutical advice.
Gorenjske lekarne is an established public pharmacy organisation operating a network of 23 pharmacies and pharmacy branches in Slovenia's Gorenjska region. In addition to medicines and healthcare products, it provides professional pharmaceutical advice and a range of pharmacy services.
The client wanted to redesign its existing online pharmacy and move to a more modern, flexible technology platform. But the project involved much more than replacing an online store.
When shopping for healthcare products, customers are often looking for a solution to a health concern rather than a specific brand. They want to know which product might be suitable, how to use it, what precautions to take and where to find professional advice.
The challenge was therefore to bring three essential user needs together in a single digital environment: easy product purchasing, access to reliable health information, and a seamless connection to physical pharmacies and their services.
The new online pharmacy had to be intuitive and accessible to customers of different ages and levels of digital literacy, while meeting the specific requirements of the highly regulated pharmaceutical sector.
We began the project by analysing user needs, shopping behaviour and the existing online experience.
A key starting point was an analysis of more than 2,000 previous online orders, complemented by customer feedback and a collaborative UX workshop with representatives from Gorenjske lekarne.
The research revealed several obstacles along the customer journey. Users struggled to find products, stock availability and delivery information were not always clear, and product descriptions often lacked the details needed to make informed decisions. The mobile shopping experience also presented challenges.
During the workshop, we identified key user profiles and their needs – from returning customers looking to reorder familiar products quickly to parents shopping on their phones and older customers who needed a straightforward purchasing process.
We translated these findings into user scenarios, information architecture and functional requirements. This provided a solid foundation for an online pharmacy that guides customers from their initial needs to relevant products, information or services.
One of the key findings from our UX research was that customers do not always search for products by name or category. Instead, they often start with a specific health concern, such as a cold, allergies, pain or sleep problems.
To address this, we introduced symptom-based product discovery alongside traditional product categories.
Customers can select a health concern directly from the homepage and explore relevant products. Within the product catalogue, they can refine the results using filters for symptoms, brands, subcategories and prices.
Product discovery is further supported by an advanced Elasticsearch search engine, which suggests relevant products and categories as users type. This makes it easier to find the right product, even when customers do not know its exact name.
Trust is particularly important when purchasing healthcare products online. Before making a purchase, customers need to understand what a product is intended for, how it should be used and what precautions they should consider.
We therefore paid particular attention to the design and structure of product pages. In addition to essential product details and pricing, information is organised into clear sections covering product properties, instructions for use, ingredients and relevant warnings.
For medicines, mandatory warnings and links to official patient information leaflets are clearly highlighted. Product availability and estimated delivery dates are also presented transparently.
This approach helps reduce uncertainty during the purchasing process and gives customers access to important information in one place.
One of the project's defining features is the integration of the digital experience with a network of 23 physical pharmacies and pharmacy branches.
Customers can use an interactive map to find nearby pharmacies, check opening hours and on-duty services, and filter locations by town or available services.
Each pharmacy has its own dedicated page with contact details, photographs, opening hours and information about the services offered.
This creates a connection between online and offline experiences. Customers can find information online and continue their journey at a physical pharmacy whenever they need in-person assistance or professional advice.
When redesigning the checkout process, we focused on clarity, ease of use and removing unnecessary steps.
The shopping cart provides a transparent overview of selected products, quantities and order costs. Checkout is divided into four clear stages: address, delivery, payment and order confirmation. Customers can also complete their purchase without creating an account.
A particular challenge was ensuring compliance with the rules governing online medicine sales. We adapted the e-commerce business logic to accommodate regulatory requirements, including limits on medicine quantities, restrictions on promotional offers and specific delivery conditions.
The online pharmacy supports several payment methods, including card payments and Flik through Slovenia's UJP e-payment system.
The result is a straightforward shopping experience for customers, supported by complex business and regulatory rules behind the scenes.
The online pharmacy serves more than customers who want to make a purchase. It also plays an important role in providing reliable information about health, prevention and the correct use of products.
To support this, we integrated a comprehensive section of health advice and expert articles into the website.
Content is organised by topic, while filters allow visitors to explore articles by season, health concern or target audience. This structure makes relevant information easier to find and supports users even when they are not yet looking for a specific product.
By combining expert content with online shopping, the platform goes beyond the role of a traditional online store and becomes a broader digital resource for health information.
An important objective of the redesign was to make the expertise and services available at Gorenjske lekarne's physical locations more accessible online.
We therefore introduced online appointment booking for pharmaceutical consultations. Customers can choose a pharmacy, view available dates in a calendar and book a consultation.
The website also allows users to submit questions to a pharmacist and explore events, consultations and other activities organised by individual pharmacies.
Particular attention was paid to making these services accessible on mobile devices.
Rather than replacing personal contact with pharmacists, the digital platform complements it and makes professional assistance easier to access.
We selected Sylius 2.0, an open-source e-commerce framework that supports complex business requirements and custom functionality, as the foundation for the new online pharmacy.
Alongside standard e-commerce features, we developed dedicated modules for managing pharmacy locations, expert content, events, consultations and other pharmacy services.
System integrations were another important part of the project. We connected the online pharmacy to external inventory data and the Orka retail ERP system, enabling automated order transfers and the exchange of invoice data.
This automation reduces the need for manual data transfers between systems and simplifies internal processes for pharmacy staff.
The open-source architecture provides the client with a flexible technology foundation for future enhancements, new digital services and ongoing e-commerce optimisation.
The redesign has provided Gorenjske lekarne with a modern digital platform that brings together online shopping, expert content and services offered by physical pharmacies.
Customers can discover products based on their needs, access detailed information before purchasing, check availability and complete their orders through a clear checkout process. They can also find a nearby pharmacy, read expert advice or book a pharmaceutical consultation.
For the client, the redesign delivers a modern technology foundation, greater process automation and the ability to independently manage a wide range of content and services.
The project's key value lies not simply in redesigning an online store, but in bringing different user needs together in one intuitive digital experience.
The Gorenjske lekarne project demonstrates how user research, thoughtful UX/UI design and flexible e-commerce development can create a digital solution that goes far beyond traditional online shopping.
A successful online store starts with understanding your customers and business processes. We help you design and develop digital solutions that bring together seamless user experiences, flexible technology and your business goals.
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