Challenge
The original Refreshbrand.com site was built entirely in Flash, leaving it invisible to search engines, inaccessible on mobile, and nearly impossible to measure. More than 99% of interactions occurred inside the Flash homepage, trapping user activity and masking intent.
Although visitors averaged 1–5 minutes per session, the data suggested confusion rather than engagement. With over 75% of traffic coming from search, the brand was underperforming on non-branded keywords such as eye drops and dry eye relief. At the same time, Allergan needed a digital platform that could serve two audiences—consumers and practitioners—without sacrificing clarity or compliance.
The brief was straightforward but ambitious: replace a static, inaccessible experience with a search-visible, scalable, and responsive platform that reflected the trust and authority of the REFRESH® brand.
Approach
As Creative Director, I led a cross-disciplinary team of designers and a copywriter, responsible for all digital marketing direction, UX decisions, and creative output.
We began with a full Discovery Phase—content audit, competitive assessment, and technical planning—to define a shared vision for both the consumer and practitioner experiences.
Discovery Insights
The audit revealed a need for a new architecture organized around four content pillars:
- Product information
- Eye health education
- External resources and clinical research
- Timely promotional messaging
Our team also redefined the practitioner experience to focus solely on product relevance and clinical application, mirroring the consumer structure for consistency.
Design and Experience Strategy
The creative concept established a clean, medically credible aesthetic rooted in accessibility and trust.
We incorporated:
We incorporated:
- HTML5, jQuery, and responsive web design—rare for healthcare sites at the time.
- A .NET CMS integrated into Allergan’s internal hosting for scalable content updates.
- Interactive “driver” modules—contextual side tabs that expanded to reveal programs like My Tears My Rewards or the Dry Eye Quiz.
- Lifestyle photography chosen for emotional realism—calm, authentic, and representative of the brand’s therapeutic tone.
During several rounds of design, I directed multiple iterations refining usability, contrast, and legibility—strengthening navigation hierarchy, increasing driver prominence, and deepening the brand’s water-tone palette to create continuity across devices.
Technical Roadmap and Workflow
I coordinated with developers and Allergan’s internal IT to establish a scalable CMS, keyword-rich content model, and built-in analytics tracking. Our phased milestone plan—from concept through QA—aligned creative delivery with legal and regulatory checkpoints.
Mobile Screens
Execution
The final design system unified consumer and physician experiences within one adaptive platform.
Deliverables included:
Deliverables included:
- Revised information architecture and template system for every page type.
- Modular components for content, products, and rewards programs.
- Copy deck aligned with brand tone and regulatory compliance.
Under my direction, the design team built a responsive layout that preserved readability and brand cohesion across desktop, tablet, and mobile. Each feature—whether a promotional driver or a quiz module—was tested for clarity, accessibility, and CMS performance before launch.
Outcome
The redesign transformed Refreshbrand.com from a single-purpose Flash site into a modern digital ecosystem that served both patients and professionals.
- Search visibility increased as content became fully crawlable and keyword-optimized.
- Mobile accessibility opened new audience reach.
- Analytics and CMS tools enabled measurable, real-time management.
- Design consistency reinforced Allergan’s clinical credibility across every digital touchpoint.
The site launched in 2013 and quickly became the brand’s central hub for both marketing and education—linking Allergan’s national campaigns to measurable online engagement.
Product Page
Educational Content Page
The Dry Eye education content transformed the site from a promotional brochure into a trusted health resource. For users, it built understanding and confidence. For Allergan, it created an always-on marketing engine that generated traffic, insight, and long-term loyalty — a rare instance where user value and brand value were perfectly aligned.
Example of sitemap for consumer products
Extended Impact
The real proof of success was in its endurance. The core architecture, design, and UX strategy from 2012 remained in use through the mid-2020s, supporting multiple product launches including REFRESH REPAIR (2018) and REFRESH RELIEVA (2019) without requiring a full redesign.
That decade-long continuity is rare in healthcare marketing, where most brand sites refresh every 3–5 years. It validated the project’s strategic foresight, modular flexibility, and technical resilience.
The 2013 redesign didn’t just modernize a legacy website—it created a digital foundation strong enough to evolve with the REFRESH® brand for more than ten years.
Agency: Momentum Worldwide
Role: Creative Director
Role: Creative Director
