Varilux progressive lenses are industry-leading prescription eyeglass lenses, but the brand’s website was anything but industry-leading. The content and design were extremely outdated, focusing on the wrong audience and built on an aging platform. A complete reboot and redesign were in order, including relaunching Varilux as a consumer brand and shifting the focus from eye care professionals to speak primarily to progressive lens wearers themselves.
Beginning with consumer research, we uncovered insights that led to a new content strategy and an entirely new responsive site design developed on the Adobe Experience Manager platform.
As creative lead on the Varilux.com redesign, I played a pivotal role in pitching the business, and then I forged a trusted relationship with the client once they were on board. And through the course of the project, it was my responsibility to guide a team of UX and UI designers, copywriters, and developers to help parent-company Essilor reinvigorate the Varilux brand.
- My Roles
- Creative Direction
- Creative Strategy
- UX/UI Design
- Content Strategy
Responsive Web Design
My design team sat and worked side-by-side with the developers on the project to ensure that the site was fully responsive, working across screens of all sizes from desktop to mobile.