PharmAppy
A few days → a few hours
Reduced average website turnaround time from one day to under two hours
3+ → 1
Consolidated 3+ separate tools into a single internal system, used daily by the full team
Concept → Ship
End-to-end ownership from concept to deployment — design, build, and ship without handoff
Overview
PharmAppy is a pharmacy technology platform operating in one of the most regulated and underserved corners of UK healthcare. I joined as the sole designer early on — no system, no consistency, and a product that needed clearer communication for pharmacists who’d seen every overpromising SaaS pitch. The work spanned the public website, internal product tooling, operational workflows, and custom utilities I built where off-the-shelf tools fell short.
Custom Tools
I also built small custom tools to generate motion and visual assets used inside the website build.
Circle Animation Builder
A parameter-driven animation builder for tuning orbital icon motion and exporting code-ready visuals for the PharmAppy website.
Open tool
Jitter Grid Generator
A visual generator for creating shimmer and jitter grid treatments that could be copied into the site as reusable brand assets.
Open tool
The homepage shifted from vague platform speak to concrete outcomes pharmacists could evaluate in seconds.
Design System
To support the work across PharmAppy's products, I built the design system from the ground up — defined in Figma, documented on paper, and implemented directly in code. The goal was a single, consistent visual language that could travel across every surface: marketing, product, and internal tooling.
PharmAppy Design
A premium, thoughtful onboarding and support experience for pharmacy customers — designed and built 0→1 as the sole designer on the project. The focus was making a process that's typically technical and intimidating feel guided and reassuring instead, so customers feel supported rather than left to figure it out alone.
Internal Portal
Designed and built 0→1: a complete internal operations portal consolidating PharmAppy's business workflows into a single system, replacing fragmented tooling and streamlining day-to-day operations for the team.
Key Decisions
Company Website
What to include in the hero
Balancing clear core value messaging with NHS integration credibility to build trust quickly.
Which pages to ship at launch vs defer
Ruthlessly scoping the launch checklist to ship value fast without content bloat.
PharmAppy Design (Website Studio)
ODS verified identity build flow
Transitioning from self-serve to invitation-gated setup, ensuring every site is tied to a verified NHS ODS code to prevent orphaned accounts.
Axis (internal portal)
Customer/pharmacy hierarchy
Structuring access around real-world group and branch relationships to avoid locking users out of managed locations.
Kanban tagging system
Moving dense project variables (due dates, deployments, updates) into submenus to keep the card layouts clean.
Web App
Mobile-to-web layout translation
Translating mobile views to desktop via modular two-column and centered layouts that eliminate dead space.
Learnings & Reflections
- Owning design through deployment removed handoff friction, but forced ruthless scope and sequencing to keep shipping fast.
- A shared design system paid for itself as more surfaces needed building and more team members joined — consistency stopped being a debate.
- Consolidating tools was as much change-management as design; adoption only stuck once the single system was genuinely faster than the old patchwork.
Confidentiality note
