To create an easy to navigate and informative user experience that would appeal to users with an array of different ages, cultural backgrounds, and needs. With this in mind, the desired end result is to reduce user hesitation to free trial and help both new and current wearers build habits that would improve their experiences with contact lenses.
At the time Acuvue had several sub brands/regions each of which was taking a different approach to content and design. We would need to create one unified look for all of Acuvue digital within the Canvas development platform.
We needed to create a system that was easy to edit but restrictive enough to hold a unified look and improve content structure, which at the time was piled into dense paragraphs of unrelated information. Our solution was to break content into smaller digestable modules that would create a more flexible design while providing users with more searchable and scannable pages.
Lead by the guiding principle that a product that helps you see should have an extremely visual website we would introduce more photography, iconography, and detailed illustration that would bring more life to content as well as offer users with simple but informative wayfinding and instruction. Typography would be streamlined, content would be limited to short paragraphs, and white space would divide and seperate content. To divert the color palette from standard clinical blue and white we leveraged colors from different product packages and used them to create a much more diverse and vibrant color scheme.
This would take Acuvue into much more modern, fashionable territory setting them apart from their competition and making them the brand to beat.
Teamwork means there is always someone to do all of the heavy lifting. This project would've never happened without the following people: