Santen Ocutears.
Helping engage and educate frustrated eye care customers
Overview
Ocutears is a brand of Santen dedicated to the sale of eye care products. Working closely with the eBusiness Institute agency (now part of Lingaro Group) I worked closely with Santen to design a user experience aimed at educating and engaging customers with the target of promoting products.
Specifically, I was responsible for researching with the target market, establishing key pain points in their journey with eye care and creating valuable solutions.
Role
Product (UX) Designer
Highlights
Two interactive tools now live driving customer engagement
Problem
User Research suggested potential customers were trying lots of different brands, lots of different solutions in order to help with eye problems such as dry eyes. There was a lack of understanding amongst customers around what caused their eye conditions, what the correct treatment was and which products were best suited to treat from a wide range available.
Ocutears, as a new website was to be designed to address those customer pain-points, while ultimately fulfilling the business objectives of driving sales and keeping customers engaged.
I worked closely with the Santen product team to design the information architecture for the website, define the main pages and the tools that would help encourage engagement and provide personalised solutions for customers.
Information Architecture - Educated Based Structure
With customers experiencing fatigue in their search for a suitable eye care product, I drove the decision to focus on engagement first, putting slightly less emphasis on product marketing at an early stage in the customer journey and more focus on education and ensuring the customer felt confident about their condition and recommended treatment before introducing products.
This meant priority for eye care content and decision support tools as a priority, with product pages given slightly lesser priority.
Wireframing & Prototyping
We went through a process of rapid prototyping ahead of an internal presentation to key stakeholders. Wireframes were tested with potential customers and moved forward into a more formal prototype with some minor enhancements and a general reduction in copy.
The example below shows the payout page from a brief quiz, providing articles of interest and promoting the key product of interest. This tool is live at: https://www.ocutears.co.uk/eye-drop-finder-tool/
The second tool followed the same design approach, with the intention being to get users into the habit of using their new products through building habits. Again the tool was intended to encourage engagement and return visits. This tool is currently live at: https://www.ocutears.co.uk/habit-builder-tool/
