Apotek Hjärtat is one of Sweden's leading pharmacy chains, dedicated to making health and wellbeing more accessible to everyone. As part of ICA Gruppen, they combine deep pharmaceutical expertise with a strong commitment to customer care and innovation. Apotek Hjärtat offers a seamless omnichannel experience across more than 390 pharmacies and a leading e-commerce platform with thousands of prescription, health, and beauty products.
When e-commerce growth blew past every forecast, the ripple effects hit hard - straining processes, fulfilment, budgeting and customer experience itself. The organisation suddenly needed to level up across the board: sharper CX, smarter use of data, and a stronger muscle for product experimentation. All while navigating the strict compliance demands that come with prescriptions and sensitive health categories.
Eidra stepped in across product experimentation, design and digital analytics - and took on interim leadership roles spanning head of CX, data-science and product experimentation. From there, we built cross-functional, journey-based teams around the moments that matter most - prescription, checkout, self-care, and introduce agile, insight-driven ways of working, all firmly anchored in real business and customer goals.
The work has created a foundation for scaling. Apotek Hjärtat has moved from “design by opinion” to a culture of experimentation and performance in product teams, with prioritized test backlogs, result reviews and a stronger link between design, commercial outcomes and customer lifetime value.
Increased focus on customer journeys across capabilities, with shared KPIs, introduced agile CX routines, and equipped internal product teams to run their own experiments and analysis - continuously creating a stronger, more confident organization.
+2% Relative checkout conversion uplift
+16% Relative increase in average order value through continuous optimization
2+ Years of strong collaboration delivering insights, design for product development.
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