We started the project off by digging through a vast amount of user research, which brought to light that users were struggling to find content and products that aligned with where they were in their patient journey. We needed to create a simple and clear way for users to self-identify what type of user they are, and where they were in their journey to see better.
With these insights in hand, we started creating the new acuvue.com that featured:
- a new templated and module based UX system
- new responsive and accessible visual designs
- self-select segmentation features
- passive storytelling product feature pages