#Case Studies


Pharmacity is one of Vietnam’s largest pharmacy chains, with 71 retail locations and plans for another 500 by 2023. Pharmacity approached Mäd after having received a successful Dynamics AX implementation by our parent company, Votiva.

They needed a fresh redesign of one of their key sales channels, their website. They also needed to handle some key problems of allowing customers to pick up orders across their many stores (while growing quickly!)

The key service deliverables for Pharmacity from Mäd were:

  • Market and competitors research and analysis
  • eCommerce strategy, prototyping and design
  • Advice on API creation to connect the website to ERP


The Challenge.

The challenge was that Pharmacity already had 4 million customers. So even if only 5% to 15% of this volume moved online, we would have to solve problems at scale. At certain points, up to 1 in every 100 Vietnamese residents are using the Pharmacity website. We'd need a powerful website that's simple enough for for a child to process transactions in minutes.

For the most part, the project was executed remotely in our Phnom Penh HQ. This increases communication overhead and complexity, but it is also something that we are well versed with. We even build communications software (but that's another story.)

Our Approach.

Most of the time, corporate websites fail to impress, we wanted Pharmacity to be different. We built a lean multi-disciplinary team of executives, strategists, UI and UX designers, and even developers.

Low fidelity wireframes as a start ensured that we could understand some of the key challenges while being able to iterate quickly and cost-effectively.


We spent a lot of time putting ourselves in the shoes of the customers and understanding their key needs, and the use cases that arise from these needs, and then designed prototypes to test these approaches.

The designs were posted on a public board in our office each week, and everyone was free to physically write comments and additions, and these would be discussed each week and step-by-step improvements to ensure a truly awesome experience for customers. You can read more on our website design process here.

Pharmacity: The Results.

Some of our best eCommerce work yet, we’ll let the designs and website speak for themselves. Intuitive, simple enough for a frontier market, and fast enough to work on even slow mobile connections. It is exactly what they didn't know they needed.


This post was a collaboration between

Emanuele Faja, Kit Teguh

  • Emanuele Faja

    Emanuele Faja

    CEO at Mäd. Emanuele brings on board a passion for minimalist Italian design and a 21st-century management approach. He consistently helps clients create and maintain market leader positions.

    More posts by Emanuele Faja.

    Emanuele Faja
  • Kit Teguh

    Kit Teguh

    Digital Strategy @ Mäd. Spending more than half his life in Asia, Kit brings the local knowledge to the team. Believing that there is always much to learn, he instills a learning attitude in Mäd.

    More posts by Kit Teguh.

    Kit Teguh
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