ACUVUE
The Brief
It's not often that you get to start completely from scratch - but, that's exactly what Acuvue asked us to do.
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Acuvue had a very small and ineffective digital footprint that did not reflect the premium feel of the brand. In order to energize their customer base (basically everyone with eyes) in a way that was meaningful, premium and added value, our team created an entirely new digital eco-system. That included everything - a new .com site, mobile site, CRM platform, applications, tools, media and viral campaigns as well as in-office digital displays.
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The result was a strengthened the relationship between Acuvue and the customer through multiple touch points and increased product sales.
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As the main interaction designer on the project my role was threefold:
1) Become the product, user, and brand expert and find that sweet spot where each stakeholder found true value.
2) Craft an extensible digital and content strategy around those sweet spots.
3) Design the artifacts (sitemaps, user flows, wires & outline copy) and give creative feedback that would help the team as we set about building, evaluating and refining the experience.
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Year: 2007 - 2010
Role on project: Interaction Design & Information Architecture, Product Strategy, Content Strategy
The Brief
ACUVUE
THE TEAM &Â MY ROLE
The team consisted of 2-3 UX designers, visual designers, creative director, analytics, copy writers, front end technologists, & account management.
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As the project progressed, my role went from interaction designer, to senior interaction designer leading the UX efforts.
ACUVUE DIGITAL ECOSYSTEM
Acuvue.com, Mobile site, Social, CRM, Campaign, In Office
It's not often that you get to start completely from scratch - but, that's exactly what we got to do.
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Building something this immense required a strong handle on the subject matter and the users (which, in this case were basically everyone with eyes). I spent a solid month ramping up on product data, competitive analyses, and sketching foundational taxonomies. Based on that, I created a sitemap, content recommendations and a robust feature set. After working out a plan of execution, the team and I set to work creating Acuvue.com and all it's digital partners. My primary role at that point was fleshing out the sites and properties with detailed wireframes and supporting the team through content creation, visual designs and build.
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The team and I worked with our client stakeholders throughout the entire process to ensure that we were staying true to the brand and product strategies.
TEEN PORTAL PAGES
Acuvue.com, CRM, Social
One of our biggest asks was to get teens engaged with the brand through education as well as emotional and lifestyle benefits.
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We created these dynamic portals with the intent that the wide range of needs of different teens could all be answered in a meaningful way.
DEALMAKER
Social Media, Mobile, Campaign
A big challenge faced by the company was that the amount of differentiation between competing contact lens products was not huge, and in order for a customer to walk out of the doctor's office with Acuvue lenses, they would most likely have had to requested them.
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That led us to create the Dealmaker Campaign. The Campaign supports teens with tools and tips on how to approach the topic of contact lenses with their parents and how to make the case for getting them.
