Vision Express Website Redesign
When Vision Express briefed us with to redesign their website they had a very clear objective; implement the new campaign of "Vision. Taken Seriously" and convert more customers to book eye tests in store. This was the KPI that we used to judge the effectiveness of the redesign. As we looked at their digital estate and the devices visiting visionexpress.com, it became apparent that a responsive site was worth investing in.
I worked with our main stakeholder to sell a responsive website within the business. I then worked as the lead experience planner on the project.
The analytics of the redesigned website showed that (of the pages we redesigned) we improved clickthrough to the eye test booking flow by 29%. When looking at the homepage in specific, we improved clickthrough by 13%. Our client informed us that estimated sales from website bookings meant the project paid for itself within 5 weeks of launching.
My roles included:
- Lead Experience Planner on the project
- Stakeholder engagement, presentation and hosting workshops
- Using site analytics & KPIs to inform decisions
- Designing responsive pages - wireframes
- Briefing & collaborating with design
- Briefing & consulting with 3rd party developers
- Briefing copy writers
- Creating clickable prototypes - Invision
- Visit visionexpress.com
Strategy
Dare had created the communication strategy of Vision. Taken Seriously as part of a TV and press advertising campaign. It was our brief to develop this campaign when redesigning the website, creating new interaction patterns and modules based on this strategy.
The objective of the navigation redesign was to:
- Use consumable small lists, rather than long lists
- Consider taxonomy and terminology from the user's point of view
- Use in page navigation alongside global navigation
- Use softer terminology to curb the brand perception of "clinical and premium"
- Retain a tone of a serious and trustworthy brand
