Problem Space
Brief
Bausch + Lomb is one of the world's largest suppliers of contact lenses, lens and eye care products. They asked my team to create a sister brand identity and corresponding interface for their prescription management service.
Role
Product design lead
UX research
Visual design
Interaction design
Prototyping
Team
5 designers
1 design director
1 product manager
1 client partner
4 product owners
Client
Bausch + Lomb
Client
Bausch + Lomb
Role
Product design lead
Visual design
Interaction design
Prototyping
Team
2 designers
1 design director
1 product manager
2 client partners
Brief
Bausch + Lomb is one of the world's largest suppliers of contact lenses, lens and eye care products. They asked my team to create a sister brand identity and corresponding interface for their prescription management service.
Problem Space
Problem Space
Competitive Analysis
While Bausch + Lomb continued to produce innovative eye care products, their digital brand identity was outdated, inconsistent, and, therefore, difficult to scale across new customer experiences. Our ask was two-fold:
My team utilized a number of research methods to really understand the project's scope, problem space, specific user pain points, and opportunities for innovation.
Problem Space
Expand the visual identity to reflect the brand's fun, dynamic, and youthful personality.
Apply this updated identity system to a central portal for doctors and patients to prescribe, view, and order products.
Showcasing the Tools
To give users more autonomy, we reorganized the portal interface. Doctors can now easily see how to register patients and review past prescription orders.
Solution
Solution
Solution
Simplifying Checkout
We refined the eye care purchasing process. Patients receive prescription updates and can then place those products directly in their cart and go to checkout.
Bausch + Lomb Customer Portal
2023
Navigation was flagged by study users as confusing and cumbersome.
Participants complained there were too many product results and no way to filter them.
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Customers now have a "happy path," where they arrive on the main support page, search for their project, and then get the support services they need.
1.
Customers also have alternative secondary paths, where they arrive on the main support page, go past the product search options, and start their support search based on functionalities.
2.
We grouped resource links in cards to make them readily accessible. During testing, users frequently mentioned wanting a section specifically for "troubleshooting," so we used that nomenclature.
Brief
My team was tasked with improving LG's ownership support experience across their current site. As a design lead for this project, I was responsible for establishing visual guidelines for the interface that maintain LG brand standards.
Client
LG Electronics
Role
Visual design lead
Experience design
Visual design
Interaction design
Team
5 designers
1 design director
1 product manager
1 client partner
4 product owners
Brief
LG.com has an average of 24 million visitors a month. My team was tasked with redesigning LG's ownership support experience across their current site, to improve the overall informational architecture and meet the standards of their products and e-commerce platform.
Role
5 designers
1 design director
1 product manager
1 client partner
4 product owners
Team
Product design lead
UX research
Visual design
Interaction design
Prototyping
Client
LG Electronics
Building the Structure
Because my team planned to reconfigure the site's navigation, we needed to create the informational architecture before jumping into flow iterations.
Competitive analysis and usability testing also revealed a clear navigational constraint: To access support site functions and services, users need to select a product. Based on that insight, we designed a product-oriented structure for the support site, reflective of LG's existing shopping platform.
Identified Pain Points
Process
Users found navigation confusing, with repetitive language.
Users have to scroll and click through multiple pages of results to find their specific product.
Product pages needed hierarchy, consistent style application, and succinct naming conventions.
Users noted that global and page-level search lacks logic, producing unhelpful results.
Customers now have a "happy path," where they arrive on the main support page, search for their project, and then get the support services they need.
1.
Customers also have alternative secondary paths, where they arrive on the main support page, go past the product search options, and start their support search based on functionalities.
2.
Identified Pain Points
We then moderated 10 usability studies to get direct feedback from real end-users. To reflect LG's diverse client base, participants lived across the United States, held a variety of occupations, and ranged in age from early 20s to late 60s.
Identified Pain Points
Users found navigation confusing, with repetitive language.
Users have to scroll and click through multiple pages of results to find their specific product.
Product pages needed hierarchy, consistent style application, and succinct naming conventions.
Users noted that global and page-level search lacks logic, producing unhelpful results.
Consolidating Resources
Users now have a dashboard where they can review their order history, get product recommendations based on their vision needs, and access Bausch + Lomb's robust informational eye care video library.
