New Product Launch
zero-to-beta
Contact lens dropout is a significant problem for the category as a whole, and for my client in particular. My team was tasked to solve the multiple pain points along the consumer journey from awareness to contact lens fitting, to successfully remaining in their lenses past the 6 week mark when the majority drop out.
I led the team through:
- Foundational research & problem understanding
- Desirability, Feasibility & Viability studies
- Ideation & solutioning
- Execution of solutions
- Beta launch readiness
Deliverables
I led a comprehensive research effort for the LNSS Club paid loyalty program, focusing on understanding the needs and behaviors of new contact lens wearers. This initiative involved identifying key pain points in their journey, such as difficulty with insertion and removal, access to follow-up care, and lack of confidence during the trial period. By leveraging insights from user interviews, surveys, and usability testing, we designed a loyalty program that provided personalized support, educational resources, and proactive communication. This approach not only addressed common barriers but also fostered brand loyalty and improved customer retention.
Project Plan
Visualizing the Path to Success: The New Wearer Journey Map
The Journey Map outlines the end-to-end experience of new contact lens wearers, highlighting key touchpoints, pain points, and opportunities for engagement across both online and in-office interactions. Designed with a boutique beauty-inspired approach, the map captures the unique needs and preferences of Gen Z, emphasizing support, education, and personalized care to ensure a seamless transition to contact lenses.
Journey Map
Turning Insights into Action: Crafting Problem Statements and Validated Solutions
The process of creating problem statements and testing solutions began by analyzing the user journey to identify key pain points faced by new contact lens wearers. These insights allowed us to craft precise problem statements, ensuring that each addressed a critical barrier in the wearer’s experience. From there, we developed potential solutions aimed at resolving these issues and tested them with targeted user groups. Feedback from these tests informed iterative refinements to the solutions, which were then revalidated with additional testing. This cyclical process ensured that the final outcomes were not only effective but also user-centered, aligning with the needs and preferences of Gen Z wearers.
Hypothesis and Problem Statements
Extensive Testing to Perfect the Gen Z Experience
To ensure the experience was perfectly tailored to Gen Z contact lens wearers and considerers, we conducted multiple rounds of rigorous testing. This included surveys to gather broad insights, unmoderated usability testing to evaluate functionality and ease of use, and preference testing to refine design and messaging. Over 1,000 participants engaged in these studies, providing invaluable feedback that guided iterative improvements. This comprehensive testing process allowed us to validate solutions, address pain points effectively, and create an experience that resonates with the unique preferences and expectations of Gen Z.
Research Analysis
Crafting a Seamless and Stylish Patient Journey for Gen Z Contact Lens Wearers
After nine months of intensive research, ideation, and development, we crafted an ideal patient journey tailored specifically for new contact lens wearers. This journey seamlessly integrated both online and in-office experiences, delivering a boutique, beauty-inspired experience designed to resonate with Gen Z.
Paid Loyalty Program
Defining the Vision: Shaping the Goal for Gen Z Lens Wearers
At this stage in the project, we have envisioned our goal for the Gen Z new contact lens wearer: to create an experience that empowers them through confidence, support, and seamless transitions. This vision emerged as we identified key challenges such as insertion and removal difficulties, the need for personalized follow-up care, and the importance of a modern, boutique-inspired aesthetic. By addressing these barriers, we are crafting a journey that aligns with Gen Z’s preferences and sets the foundation for long-term engagement and brand loyalty.
Experience Map
Comprehensive Experience Blueprint: Bridging Online and In-Office Touchpoints
The final experience blueprint provides a holistic framework for the new contact lens wearer journey, seamlessly integrating key touchpoints across both in-office and online interactions. It includes a detailed message map to ensure consistent and meaningful communication, clearly defined channels for outreach, and a timeline of engagement that aligns with the wearer’s needs at every stage. This blueprint creates a unified and personalized experience that supports wearers, fosters confidence, and builds lasting loyalty to the brand.
Experience blueprint
Wireframes
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Landing page
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Community page
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Find an eye care specialist
UI Designs
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Community page
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Booking page
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Community page