The purpose of this platform is to give Alcon a human purpose as there is a noted cultural need for humanization. Our Brand Experience Objective is to optimize the online experience through a simplified journey that builds a navigable quality traffic.
As we conducted an audit for the current website, we realized there were more misses than hits. The website was 20% slower than the average time and navigation was impossible. Here is when we decided to see it from a consumer and Healthcare Professional lens and restructure the content through a need and want basis.
Personalize the Experience
Contextualize the Content
Empathize with the User
Humanize Eye Care
Contextualize the Content
Empathize with the User
Humanize Eye Care
Creating a unified experience across all screens with a simpler architecture.
Mobile First with lesser content to help the consumer with better decision making.
If we want to impact the audience seeking for better vision, we better have a clear focus.
Accessible
Searchable
Navigable
Additionally, this is not just a website re-design or architecture, but a change in the way their ecosystem is built; and we are simplifying it not just for the customer but the brand as well.
