B2C · Healthcare · Conversion · 2019
Seamless user journeys
A conversion-driven UX redesign for Biotrue, connecting paid social campaigns to real-world action by balancing brand trust, medical credibility and user motivation.
CLIENT
Bausch + Lomb · B2C
DURATION
2019
BRAND
Biotrue
FOCUS
Campaign landing page & conversion optimisation
ROLE
UX/UI Designer
TOOLS
Adobe XD, usability testing tools
IN SHORT
A regulated healthcare brand needed to turn social-media awareness into measurable conversions. I redesigned the campaign landing experience around trust, clarity and motivation,delivering measurable results within the first week of launch.
+43%
+76%
conversion rate within the first week
stronger engagement from campaign traffic
conversion rate after two weeks
The challenge
Biotrue was running awareness campaigns across social media, but the post-click experience lacked clarity, focus and momentum. The core challenge wasn't just to inform, it was to convert interest into action, reduce friction between campaign message and landing experience, build trust in a regulated medical brand context, and support users with varying eye conditions and motivation levels.
Understanding the users
Research included stakeholder interviews and qualitative user insights to understand motivations, hesitations and decision drivers.
Primary audience
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People with nearsightedness, farsightedness or astigmatism
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Users experiencing eye strain or discomfort
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Social-media-active users exposed to campaign messaging
Key insights
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Users wanted reassurance and simplicity, not medical complexity
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Trust and clarity were critical for taking the next step
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Visual hierarchy and copy length strongly affected engagement
Design approach
Based on research and campaign goals, I designed the landing page to continue the emotional tone from social media, reduce cognitive load and visual noise, prioritise one clear action at a time, and support decision-making without overwhelming users.
The work included
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Information architecture and sitemap
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Wireframes and interaction flows
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Low- and high-fidelity prototypes
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UI components aligned with brand guidelines
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Mobile-first usability testing and iteration
ITERATION
Mobile-first landing page, designed for emotional continuity from social to action.
Refined after usability testing, larger text, clearer hierarchy, more space.
Prototyping & testing
High-fidelity prototypes were tested to validate flow, readability and perceived trust.
"Based on the landing page purpose, the flow was correctly built but small changes like larger text, font adjustments and more space made all the difference for each audience."
Refinements based on testing
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Increased text size and spacing for readability
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Clearer visual hierarchy and CTA prominence
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Reduced copy density to improve scanning
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Adjusted typography and contrast to support comfort and accessibility
Outcome
The final solution successfully connected marketing intent with user behaviour delivering measurable business impact while maintaining brand trust and medical credibility.
This project demonstrates how conversion-driven UX, content strategy and usability design can work together to drive results in a regulated consumer health environment.