Vision Express
Overview
As a digital designer, I worked onsite at Vision Express as a member of the Dare inside team. Working in a fast-paced and growing digital environment, I have been part of the design and development of a new digital platform for Vision Express. From the early concept stages to the ongoing updates using data to drive decisions, I worked closely with all team members and the client to deliver the best creative solution for the business and act as a brand guardian.
Planning
Working directly with the marketing department to focus on the
best requirements for each new digital project. Creating wireframes
and using data to push new ideas.
Development
Presenting concepts and mockups with feedback from
key stakeholders. Always attempting to link in-store and
online as one visual identity.
Review
Continually improving and making design changes based on
the brand direction and business goals.
Black Friday - Creating assets for a full campaign across all different media forms online and offline.
Sun Ecommerce launch - Updating product pages and checkout flow for customers to shop easily online. Simplifying steps allowed for a quicker customer checkout and improved shopping experience.
CRM updates - Continually working on how the brand can translate across multiple platforms including email.
Continual enhancements
Whilst on-site with the client I worked closely to help improve on the overall user experience and design to solidify the brand presence online.
For the latest sun launch, we created a brand new look and feel to help push the sale of sunglasses online. This included reworking the entire sun home page and reprioritising all of the existing elements. From the early wireframes to subtle changes based on client and customer feedback we able to further focus the user flow and create a better functioning page.
Steps taken:
Prioritisation of information
Using more product led images
Pushing the USP’s of buying online to the top of the page
Reducing height of all elements for mobile devices
Creating more content rich pages to link to
Working with a data analyst to understand page interaction
Portal updates
As well as working on the entire site, I also had the opportunity to work on the Corporate side of the brand. Just like the main site the Corporate site needed a new visual update.
I worked closely with the Corporate team to help deliver a new concise user flow and make all the available information much easier to access. This was also based on the Corporate client's feedback and their issues in using the portal.
Key changes
Modernising entire design
Creating a mobile and tablet version
Reducing the steps in the sign up flow
Clear split between employee and company representative
Updating pages
Analytical data was constant in all projects and I had to take the data and convert it into usable requirements. The designs that I created showcased the findings and contained the analytical data throughout. During my time onsite, we developed a lean and well thought out approach towards each digital brief with internal sources such as copywriters and project managers. I always strive to use the latest data to influence the key design choices. Following this route allows me to create a simple yet user-focused design.
Key changes
Working with the copywriter to refocus key information
Create new mobile first designs
Using new visuals to help aid the user (Face shape page)
Using accordions to limit the overload of extra information
Assessing font size and simple page structure to fit with target audience