A site audit and redesign
In 2017 Essilor of America acquired All About Vision.com (AAV), a consumer website providing reliable, independent, eye doctor-approved information about eye care and vision correction. AAV served more than 50 million unique visitors annually. The goal was to funnel that traffic to Essilor’s business units.
If AAV was to more effectively influence consumer behavior, it needed to transform from a static encyclopedia-type site to a website that — in addition to efficiently answering visitors’ questions — provides actionable information that encourages users to schedule an eye exam and purchase eyewear.
1. Design is dated and not scalable.
2. Left column navigation is not user-friendly and takes up valuable real estate.
3. Index pages and articles are too long and have a high cognitive load (users are bouncing).
4. No clearly defined consumer journey that leads users to take desired actions.
5. Accessibility guidelines were not fully implemented.
As the lead UX Designer, it was my goal to identify and address the most glaring problems that could interrupt the user flow of researching and purchasing eyewear.
My ultimate goal was that this audit would convince our stakeholders to embrace and adopt the UX process. The redesign would give us a starting point of which we could further research, conceptualize, test our ideas, and create a seamless user experience for AAV’s users and help Essilor achieve their goals.
The existing AAV logo (circa 1999) was legible but suffered from styling conventions that de-position the brand as modern and a credible resource for up-to-date content. Redesigning the logo was crucial in giving the site a fresh, inviting, and authoritative feel.