The Problem
Boots have been investing in stocking premium, viral beauty brands such as Huda and Fenty in an effort to stay relevant in a saturated market with an emphasis on promotions and discounts.
They face fierce competition online from the likes of Feelunique and Lookfantastic, even Amazon, who all offer heavily discounted products with a low barrier to fast, free or cheap delivery.
Boots' main proposition is their in-store experience, but with decreasing footfall on UK high streets, their app experience needs to match up to this.
Analysis
After reviewing the in-app experience and user journeys for Boots, I took to their competitors to complete a full analysis and see what they're doing differently.
There were many similarities between the competitors – not necessarily good ones! – so this was a good lesson in how Boots could remain a market disruptor whilst also measuring up to the competition.
What I found:
✅ All look very similar in terms of UI
✅ Clean black and white UI to allow colour of products to pop\
✅ All rely on special offers to lead homepage
✅ All have some connection to social media/trends
✅ All quite content-heavy and not very well considered UI & layout
✅ Heavily reliant on discounts and viral brands
✅ Focus on the most popular/exclusive brands
Final designs
Steve Teeple (better known as Teeps) is a digital artist currently residing in the city of Los Angeles, CA where he dreams of vast 3D worlds and mind bending characters.