The Thread by Walgreens
Agency
Boldworld
Contribution
Branding, Web Design
Tools
Figma, Sketch
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.
We created a modern and elegant experience, built around content and storytelling, that caters to multiple user pathways and future-ready functionality that promotes a deep, evolving, people-first user experience.
Form, functionality, and sustainability were key drivers of the project. The Thread employs design system simplicity that powers everything.
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, robust content organization, 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.
