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EyeMed: Digital

EyeMed Member Website

Situation

EyeMed Vision Care launched a new brand look and messaging for its member constituents in early 2011, and the existing member website did not conform to the new standards. This left one of EyeMed’s key member-facing resources looking old and inconsistent with the new brand approach.

Insight

In addition to the branding disparity, member website user experience research showed that the website was not providing an optimal user experience.

Solution

Mower worked closely with EyeMed’s ebusiness, marketing, systems planning and IT disciplines to develop a design and content update solution that would incorporate the new brand look while also providing a better user experience on the site. Due to limited internal IT resources, the update was successfully completed within the existing EyeMed member website platform and content management system.

Results

  • A member-facing website that is now consistent with the overall EyeMed brand
  • Improved navigation and user experience throughout the website
  • More streamlined instructions for setting up a new account
  • Additional content that conveys the value of benefit utilization
  • The basis for a new mobile member website (launched in 2012), for which Mower consulted on site structure and user experience and provided the design

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