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Case Study
EyeMed’s Ecosystem Overhaul: A Unified Vision for Success
Client
Luxottica / EyeMed
Industry
Healthcare (Eye Care Insurance)
Goals & Objective
Consolidate and redesign their disparate websites and create an ADA-compliant, unified digital brand experience as the most digitally savvy brand in their space.
The Challenge
Luxottica/EyeMed faced a significant challenge as they operated five major business lines, each with its own stakeholders, website and microsites, color palette, and design. This fragmented approach led to user confusion and inconsistency in how clients interacted with the brand. EyeMed recognized the need to establish a cohesive brand presence to enhance the digital customer experience.
The Solution
We took a phased approach to tackle EyeMed's challenges, starting with personas and buyer journeys, followed by extensive research and analysis of the existing website architecture. This guided our approach to overhauling EyeMed’s digital ecosystem — building a fresh experience on a solid foundation.
EyeMed's journey from fragmented websites to a unified brand experience highlights the importance of strategic thinking and effective execution in digital transformation and brand consolidation.
Ecosystem Overhaul & WCAG Compliance
We replatformed and consolidated over 70 associated microsites into a single, unified domain. We adhered to Web Content Accessibility Guidelines (WCAG) to ensure the website's accessibility to users of all abilities and ages. This involved working with EyeMed’s existing brand guide to create a digitally compliant version — addressing color contrast, font sizing, and more.
Complex Architecture. Simple Navigation.
With hundreds of pages and diverse user types, we carefully blended SEO considerations with user experience mapping. This resulted in a user-friendly and extendable site structure that addressed the unique needs of various visitors.
Enhanced Digital Experience
We extended our initial engagement beyond the core website by developing two key platforms: EyeManage Group Portal for employers to manage benefits effectively, and MemberWeb 2.0, enabling members to better understand their vision benefits. Additionally, we launched a fully redesigned provider search solution for members to quickly locate vision providers.
The Results
Creating a world-class Customer Experience across all interactive touchpoints is a journey. It requires diligence, the right partner, and a vision of creating excellence.
Our strategic efforts and meticulous execution in consolidating and elevating EyeMed's digital brand experience positioned them as a leader in the eye care insurance industry and helped fulfill their commitment to being "easy to do business with" by demystifying and improving the overall vision benefit experience.
The Takeaways
Prioritize Accessibility
Ensuring accessibility benefits all users and aligns with a brand's commitment to inclusivity.
Simplify Navigation
Complex architecture can be streamlined to enhance user experience.
Consistency is Key
Maintaining design continuity across platforms fosters brand identity and user engagement.
Innovate for All
Developing platforms that cater to different user segments can significantly improve satisfaction.