Clearlab is a innovative contact lens company, striving to develop better technology and materials for the eye. I was reached out to repurpose the website's user experience and its visual elements to be more appealing to the target audience.
Insight
Redundant contents
Complicated user flow
Too corporate
Weak visual identity
Redundant contents
Complicated user flow
Too corporate
Weak visual identity
Target
Age in 10-30(End user)
Eye care professionals
Age in 10-30(End user)
Eye care professionals
Needs
Intuitive UI
Refining visual identity
Organizing information
Intuitive UI
Refining visual identity
Organizing information
There are two target audiences to cover, females in the age range of 10-30, and the eye care professionals. Users statistically wanted to either explore the most recent and featured products, or figure out which product is the most suitable for their specific eye conditions. I shortened the user journey into maximum four steps from the home page.
1
Promotions
2
Suggestions
Suggestions
3
Personalize
Personalize
4
Offer
Offer
Contact lens is both a medical device and a beauty product, finding that sweet spot for the visual identity was the next challenge.
For the visual refresh, I added a teal color to the Clearlab's existing blue, so it feels less corporate yet to preserve its professional vibe. I also proposed a new photography style which conveys people's various lifestyle that covers the target age range. I chose models in the photography who look like ordinary people so audience feels empathy. It met the goal and the client's expectation when the gradient and the photography were combined.
The typography style is also updated into a polished san serif(Noto Sans) which looks less clunky when the page is text heavy. It also feels young and modern compared to its old typeface the company was using.
