Designing a Scalable, Device-Friendly Experience for Eye Care Consumers
The Challenge
The Refresh product line by Allergan is a leading over-the-counter solution for dry eye relief. However, the previous Refreshbrand.com website failed to meet modern usability expectations. Key issues included:
Poor mobile performance and inconsistent experience across devices
Difficulty updating content, products, and site assets
A lack of structure for scaling new content and products
Overall diminished credibility for a healthcare brand promising relief and trust
The objective was clear: rebuild the website to enhance usability, mobile responsiveness, and backend manageability, while preparing for future product growth and evolving customer expectations.
The UX Strategy
We led a comprehensive redesign effort grounded in responsive design, content strategy, and future scalability. The goal was not just to modernize, but to build a platform that could evolve alongside the brand and its audience.
Key UX Solutions:
Responsive, Device-First Design: Employed responsive design principles to ensure seamless experiences on desktop, tablet, and mobile—improving accessibility for all users, especially older demographics common in the category.
CMS Integration: Implemented a user-friendly content management system (CMS), empowering internal teams to easily update product info, regulatory language, and support materials.
Scalable Information Architecture: Structured navigation and content layout to support future product additions, educational content, and cross-promotional materials without requiring a full redesign.
Performance Optimization: Prioritized speed, image optimization, and accessibility compliance to enhance credibility and usability.
The Outcome
The refreshed digital experience positioned the brand for long-term growth, delivering:
A unified, responsive site that worked intuitively across all major devices
Easier management for Allergan’s marketing and content teams
A more modern, clinical, and consumer-trustworthy brand presence online
The redesign empowered Refresh to better meet the needs of consumers—making it easier to understand symptoms, compare products, and feel confident in choosing the right eye care solution.
