OPTI-FREE.com + eMagazine

Alcon’s OPTI-FREE contact lens solution is the #1 brand in the world. And yet, a few years back, their consumer presence was virtually nonexistent – and left a cold, clinical impression at best. (Most people just came for the coupons.)

I helped pitch, develop, and write a more consumer-friendly version of the OPTI-FREE brand, starting with an overhaul of their website. The goal was to make the OPTI-FREE warmer and more approachable by showing how contacts fit into people’s everyday lives.

To foster even greater emotional connection with audiences, I later concepted, wrote, edited, and ran a quarterly eMagazine off the main site – to get contact users more actively thinking about their eyes, their lenses, and OPTI-FREE, of course.

  • Role Strategist, UI/UX, Layout, Writing, Editing, Oversight
  • For Alcon Eye Care
  • Type Website, Messaging, Blog, Editorial, Email, Brand Messaging, Content Marketing
  • URL www.opti-free.com

Past OPTI-FREE content had been almost entirely product-focused, so our first priority was to put greater focus on the consumer.

Beyond basic product descriptions, we added lifestyle tips and eye
health advice to show we truly care about customers' eyes.

In the process of redoing the website, I helped pitch and develop an OPTI-FREE Rewards program to increase coupon use and mailing list opt-in.

In building the OPTI-FREE brand, I also wanted to build greater equity in their parent company, highlighting Alcon's role as the global leader in eye care.

To better connect with audiences – and get people coming back to the site – we created a quarterly eye-focused eMagazine.

Articles ranged from short fiction to humor to advice columns – all about the eyes, vision, or contacts. Each typically included original artwork and often a game, quiz, or other interactive feature.

I got to use a lot of ridiculous pen names, which was also rad.