Retail & E-commerce
A single voice for a European rebranding
How we have defined the guidelines of Redcare's new verbal identity to ensure consistency and scalability.
English
Redcare, an online pharmaceutical experience attentive to people
Redcare It's a pharmaceutical e-commerce owned by the German company Shop Apotheke, which offers a Extensive catalog of over-the-counter medications, supplements, cosmetics, wellness and veterinary items, sold at affordable prices and with fast shipping. The company is committed to ensure safety, quality and an excellent shopping experience. In addition to sales, it offers a service of pharmaceutical consultancy telephone and e-mail, always placing care at the center of its philosophy.
The business was founded as Shop Apotheke in Germany in 2001, and then expanded to different European countries, including Switzerland, France and Italy. The customer decided to implement a overall rebranding, which for the Italian market took the form of transition from Shop-Pharmacy to Redcare.
The challenge
Conflux's collaboration has been inserted in the context of rebranding from Shop-Farmacia to Redcare, with the aim of ensuring communicative coherence in all European markets.
The challenge was to analyze and review the UX copy of the website and Of the app, defining new voice and tone guidelines Applicable to all digital touchpoints.
Specifically, we focused on identification Gods Critical pointsThe of the Existing UX copy, on the coding of Writing rules and clear expression and Consistent with the new brand identity, that they were also one practical tool and useful for all teams involved in creating content.
Overview
Research, international collaborationand implementation of copy in design
Our approach has been divided into three main phases.
Initially, the UX Research Did you predict interviews, cloze test and Voice A/B test to fully understand the perception of the brand, user expectations and the effectiveness of the existing copy.
Subsequently, the UX Writing phase She focused Onexpert analysis of contents and microcopy, onoptimization Of the existing microcopy and on rDrafting of the new guidelines of voice and tone.
La collaboration with figures and international teams was essential to ensure that the rules identified were suitable for all linguistic and cultural declinations by Redcare. Finally, the new UX copy has been implemented in the new screens produced by the design team.
The services that
We have adopted
A/B Testing
We conduct A/B tests to compare different design versions, optimizing user experience and conversions on websites.
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UX Design
We conduct A/B tests to compare different design versions, optimizing user experience and conversions on websites.
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Expert Review
We conduct expert reviews to quickly identify usability issues and improve design effectiveness through expert analysis.
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Interviews
We conduct interviews with real users to gather useful insights, understand their needs and improve the service experience.
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Our method
Our Approach
We started the project with an analysis In-depth of the Existing UX on the website and the app, with the objective of spot The main Pain Point and evaluate the more effective solutions to apply. The analysis provided the basis for definition of new guidelines upon Voice and Tone, developed in collaboration with key figures and international teams to ensure consistency and scalability.
The team work
The path continued with the concrete application of the guidelines, through the creation and the implementation of the new UX copy on the screens designed by design team. The work was carried out in synergy with the various stakeholders, in a continuous comparison that has made it possible to adapt the contents in a timely manner, maintaining a shared vision and a consistent evolution of interfaces.
The Redcare case shows that UX Writing is not just a detail but a strategic lever for creating an effective user experience and strengthening brand identity—especially for a pharmaceutical e-commerce platform that relies on trust and care.
