The homepage was redesigned to add a stronger human element, while still highlighting the extensive product line that SYSTANE offers. A series of rotating banners each tell a different story of a dry eye sufferer who found relief in a SYSTANE product, linking users to a longer version of the story within the site.
Beyond simply touting the advantages of the SYSTANE product line, the website was designed to be a trusted source of dry information, taking difficult or confusing topics – e.g., how the composition of tears is related to the development of dry eye – and explaining them simply and concisely.
A new "Stories of Relief" section was added to the site, to show that SYSTANE truly understands the difficulties that painful dry eye can add to a patient's life, and why SYSTANE can make a difference. (This wasn't the first time I'd have to write as a menopausal woman, and I'm sure it won't be the last.)
In addition to the fictionalized Stories of Relief, I found and interviewed actual dry eye patients and shared their stories on the site as well.
Instead of pushing a product as the sole solution to dry eye difficulties, I wanted SYSTANE to be seen as a trusted resource for dry eye sufferers, so I developed additional content on practical tips dry eye patients could also use to help with their symptoms.
After the success of the rewards program we had developed for Alcon's OPTI-FREE product, we were asked to create a similar program for SYSTANE, to increase coupon use and email list opt-in.