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Timeline
🕗 June 2018 - Oct 2018
All proofs of concept, prototypes and designs were created for use by myeyedr.
Role
📝 As a UX Researcher, I conducted research on and tested our existing experiences. We wanted to gather more data on our user groups, and strategize how to reach younger audiences.
Testing Projects
➡️ Appealing to a younger audience
➡️ Washington D.C. eyeglasses campaign
Tools & Languages
🛠️ Sketch, Adobe Creative Suite: Indesign, Illustrator, Photoshop, Premiere
🔍 User Research and Strategy, Moderated Usability Tests, Facilitated UX Workshops, User Interviews, Research Analysis
UX Research
To find ways to target a wider audience and increase sales, we conducted UX research to dive deeper into customer interactions with our product.
Overview
Key considerations: The team was tasked with appealing to new generations of eye-care sales and services, by gathering user data and trends
As a user researcher at MyEyeDr, we conducted a campaign to get local DMV residents engaged in our digital eyewear campaigns. We targeting a sample size of 60 individuals who wore glasses/contacts.
The Challenge
Myeyedr wanted to expand its customer base by conducting research on families, and a younger generation of users.
Define the Problem
Currently, myeyedr experiences and styles target a small demographic of users. As a company that is looking to expand outside of the D.C. area, we wanted to explore ways to appeal to our audience through UX research.
What influences your glasses selection?
Trends 65.5%
Price 15.8 %
Function 5%
65.5%
5%
29.5%
Do you prefer glasses or contacts?
Contacts 32
Glasses 20
Both 8
Key features being used on the website?
Book eye exam appointment
Frames & contacts
Insurance providers
Locations
Eye Health Blog
'How Might We' statements
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How might we create fresh, relatable content that appeals to a younger audience?
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How might we strategize a more modern brand?
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How might we understand the influences of young millennials and generation z?
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How might we build a more genuine brand?
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How might we utilize social media to our advantage?
UX Workshop to identify pain points
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APPT call-to-action is too small
photo of an office is clinical, not relatable
include articles that appeal to a younger audience
design and color theme feels outdated
site contains broken links and errors
not optimized for mobile and tablets
content and photos don't instill trust
photos are not all human-centric & don't grab attention
difficulty finding help/
support
eyeshape frame quiz is not relevant to surrounding content
quiz needs to live on the frame selecction page
footer text is difficult to read, tooi small
no on-page content strategy
navigation needs to be simplified + clear labels
lack of personalization
Back to school articles, fashion, etc.
HMW create a more community-centric 'blog'
brand is centered around selling high-end glasses brands but the site does not reflect that brand strategy
Workshop Analysis
We were able to identify the following four categories within the finding generated from workshop & HMW statements.
- Navigation
- Personable Imagery
- Content Strategy
- Strategy and Planning
lack of personalization
Evaluating the feasibility of each of our painpoints helped us pinpoint a starting point to reach our goal.
Results Matrix
High impact on growth
Short-term goal
Long-term goal
footer text is difficult to read, tooi small
photos are not all human-centric & don't grab attention
Back to school articles, fashion, etc.
include articles that appeal to a younger audience
HMW create a more community-centric 'blog'
difficulty finding help/
support
site contains broken links and errors
design and color theme feels outdated
not optimized for mobile and tablets
photo of an office is clinical, not relatable
brand is centered around selling high-end glasses brands but the site does not reflect that brand strategy
content and photos don't instill trust
no on-page content strategy
navigation needs to be simplified + clear labels
APPT call-to-action is too small
eyeshape frame quiz is not relevant to surrounding content
quiz needs to live on the frame selecction page
photos are not all human-centric & don't grab attention
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