Eye care for customers and investors with Grand Vision
Discover and Ideation on how customers and investors can navigate in the same website to know the company and their products.
What the expectations to accomplish.
Design a webpage where investors and customers can feel that the content is made for them, a mix between B2C and B2B look and feel. Using imagery and brand colours.
GrandVision is a global leader in optical retail and operates in more than 40 different countries. In over 7,000 stores and online. A full range of expert optical services, high-quality and affordable prescription glasses including frames and lenses, contact lenses and sunglasses, both plain and with prescription lenses are delivered to customers.
What I was expecting to accomplish.
First persona to use the website. Investors are business people that can invest in the company.
Users that buy products from their retailers and in the website. These users want to see products and features.
Retailers are looking for latest company information and new products to add in their products range.
And why it's relevant.
And why it's relevant.
From frames, sunglasses brands to contact lenses and retail shops, they sell products with their own brand and famous brands in their shops. A huge mix of goals.
The website should communicate with different audiences looking for different purposes. This had to be researched and tested to design their website. Audiences need to achieve goals with easy access and not get confused with they are on a corporate or client facing website.
It's time to get real.
After a competitor analysis, I have found that product clients and investors had a common interest in product pictures and people using the products. This helped me to use images as content for both audiences.
I had then just to add relevant content for both audiences in the correct place, but remember I had another audience the Retailers that were looking only for company updates and training, so I created an exclusive section for this purpose.
What I've learned?
Reflecting back on the project.
Audiences can get confused when they read content that is not relevant to their goal. This can increase users to navigate less time in the website.
Suggestion would be to open different website for different audiences, or even to have separate landing pages like campaign pages to receive this users in a personalised way displaying relevant content.