The Thread Case Study

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Threading a modern content ecosystem

Walgreens

industries

Health & Wellness
Retail
Technology

deliverables

Research & Strategy
Website
Design System

The success of The Thread’s redesign lies at the intersection of a thoughtful system design and a robust content strategy — all brought to life through a highly collaborative client partnership, engaged sprint cycles, and a drive to make the most human digital experience possible.

Problem

Walgreens realized that while they had a loyal customer base, they needed to do more to connect with their audience and drive engagement. They were determined to improve focus by moving away from a decentralized content marketing approach.

Strategy

We helped realize an opportunity to make The Thread more than a content hub. By bringing storytelling and valuable content into a personalized shopping experience, we could cater to customer needs while delivering a holistic brand experience that’s easy to use, update, and deploy.

Solution

We worked closely with our client partners to lead strategy, design, and development. We created a sustainable environment that distributes relevant, curated content, alongside featured items, products, and services that align with user behavior, intent, and preference.

Structured content

The design includes multiple card types to display immersive featured stories, a range of original content series, trending content, editor's picks, “most recent” feeds, and seasonal topic tags. All of which promote ease-of-use for content creators while empowering users to dive deeper into topics important to them.

Elegant experience

We also provided multiple user pathways to accessing content, as well as a host of micro-experiences that keep user engagement contextualized within a reusable ecosystem of feeds, multiple seasons, and a thoughtfully created video/podcast episode player.

We transformed The Thread from a content hub to a world-class publishing experience. Offering an elevated user experience, vastly improved accessibility standards, and a design system capable of adapting to the needs of one of the world’s most respected health and wellness brands.

Threading a modern content ecosystem

Problem

Strategy

Solution

the essence

the output

Structured content

Elegant experience

Launching a campaign to boost financial futures