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Project Overview

Client: Orion Vision Group
Industry: Specialty Contact Lenses (Medical & Cosmetic)
Project Duration: 8 weeks
Role: UX/UI Designer & Content Strategist
Tools: Figma, Mockup

Objective:
Redesign the Orion Vision Group website to enhance user experience for both patients and optometrists, streamline navigation, and present products and services with clarity and accessibility.

Problem Statement

The existing website faced several challenges:

  • Complex Navigation: Users struggled to find relevant information due to a cluttered menu structure.

  • Lack of Clear User Paths: The site did not effectively differentiate between patient and doctor journeys.

  • Outdated Visual Design: The aesthetic did not reflect the innovative nature of Orion's products.

  • Content Overload: Dense text made it difficult for users to quickly grasp key information.

Research & Discovery

Methods:

  • Stakeholder Interviews: Engaged with Orion's team to understand business goals and user needs.

  • User Surveys: Collected feedback from patients and optometrists to identify pain points.

  • Competitive Analysis: Reviewed competitor websites to benchmark best practices.

Key Insights:

  • Patients desired straightforward information about lens options and how to obtain them.

  • Optometrists needed easy access to product specifications and ordering processes.

  • Both groups valued a modern, clean design that conveyed trust and professionalism.

UX Strategy

User Personas:

  • Patient Persona: Individuals seeking specialized contact lenses for medical or cosmetic reasons.

  • Optometrist Persona: Eye care professionals looking to prescribe or order lenses for patients.

User Journeys:

  • Patients: Homepage → Explore Lenses → Find a Provider

  • Optometrists: Homepage → Doctor Portal → Product Catalog → Order Lenses

Information Architecture:

  • Simplified the menu into clear categories: Home, About, Products, For Doctors, Contact.

  • Created distinct pathways for patients and doctors to access relevant content

UI Design

Visual Elements:

  • Color Palette: Utilized calming blues and whites to evoke clarity and trust.

  • Typography: Selected clean, sans-serif fonts for readability.

  • Imagery: Incorporated high-quality images of lenses and satisfied customers.

Interactive Components:

  • Call-to-Action Buttons: Designed prominent buttons guiding users to key actions like "Explore Lenses" and "Doctor Login."

  • Responsive Design: Ensured optimal viewing across devices, including mobile and tablets.

Content Development

  • Homepage: Crafted concise messaging highlighting Orion's unique offerings.

  • Product Pages: Wrote clear descriptions for each lens type, emphasizing benefits and usage.

  • Doctor Portal: Developed content outlining ordering procedures and support resources.

Outcomes

  • Improved Navigation: Users reported easier access to desired information.

  • Increased Engagement: Time spent on site increased by 35% post-launch.

  • Positive Feedback: Both patients and optometrists praised the site's modern look and usability.

Lessons Learned

  • User-Centric Design: Prioritizing the needs of distinct user groups led to a more effective website structure.

  • Collaborative Process: Regular feedback from stakeholders ensured alignment with business objectives.

  • Continuous Improvement: Post-launch analytics provided insights for ongoing enhancements.

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