I was involved in the UX Research, UX Design, Prototype and Visual Design delivery
One of the first tasks was to collaborate with the Acuvue team to understand their thinking on the complex user journeys from product discovery through to purchase and after care.
The resulting flow diagram was so large we decided to break it into sections of granularity, starting with overviews and ending in high levels of detailed information.
A discovery and immersion process was required to understand both opticians’ and patients’ needs and pain points, as well as insights into their day-to-day processes - which varied across the three countries chosen.
This was achieved by writing a translated discussion guide and using native speakers to interview opticians and patients via Zoom and Teams.
This gave us valuable insights into the space as a whole and helped shape our understanding of the product fit across different markets.
The next goal was to validate the proposed product features with users. The flows were synthesised into a set of features to support using the knowledge we had gained from the research. I produced a set of prototypes following the user flows of sign-up, lens selection and trial, purchase and rewards basing the design work on the knowledge that the platform would be required to sit alongside the optician’s patient management system. Hence it was vital to be extremely simple and quick to use.
The prototypes were then translated and tested with the relevant users to gain insight into how they might react to using this within their professional practice, and what they thought their patients might think. This proved invaluable in evaluating the product roadmap as there was a variety of feedback to iterate on.
While testing was happening, I could work on the patient platform, which I approached from a mobile-first perspective.
The UX was split between a web-based landing page to funnel users to their Acuvue optician, and an app to handle their experience through trial, purchase and after care.
We chose User Zoom to perform some unmoderated tests with various segments of contact lens wearers - new and existing wearers, and multiple age groups. Again there was varied feedback which provided much input for further iteration.
The visual design was undertaken in collaboration with the Johnson & Johnson brand team. With multiple brand updates already in progress, we managed to agree on a leap forward from the guidelines to achieve a more modern feel incorporating some Glassmorphism and Aurora UI.
This direction was well received by the business.
