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Own your vision.

Eye Thrive is a project that aims to empower young adults with knowledge about preventive eye care so they can take control of their eye health journey.

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Deliverables 

  • Research

  • Interview Insights

  • Working strategy:

    • ​TikTok Content 

    • Website Prototype

    • ​Branding Elements

Tools

  • Figma

  • Trello

  • Canva

  • Adobe Illustrator 

  • Adobe Premiere Pro

  • CapCut​

  • ChatGPT

Duration

  • Fall 2024

One semester-long project in Applied Experience Design course.

My Team

We all contributed to our research, interviews, netnography, persona, brand identity, and content creation.  

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Natalie Scott (me) ​​

I greatly contributed towards our strategy. I guided our netnography and defined what effective content is. I designed our brand identity, final logo iterations, and website prototype. I played an important role in making sure that every choice we made aligned with our target audience and their values. 

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William Harllee

​William was our project manager and greatly contributed towards our strategy. He defined how to work with influencers and scripted videos.​

Vanna Ho

​​Vanna worked with our class's survey team to conduct our survey. She organized our research and also scripted videos.​

Lennie Mikame

​​​Lennie worked with Natalie on wireframing and user flows. She designed our first logo interations and also scripted videos.  

Olivia Janek 

​​​​Olivia designed our advertising content and worked with Natalie on brand idenity. She designed our second iteration of logos.​

Created Content

We created 4 TikTok video examples that could be used in partnership with influencers.

  • ​Create a memorable impression

  • Encourage Gen Z to think about eye care

  • ​Encourage good eye care habits

I played an important role here​

  • Guided my team's netnography process

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  • Recognized effective editing choices and hot topics

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  • Defined how we should create engaging content

Natalie

Play These!

Design Brief

Understand Gen Z's attitudes and behaviors around preventive eye care. . .

​In Fall 2024, our industry partner Alcon expressed a knowledge gap around Gen Z and wanted to know how to best reach this segment.

  • Stimulate ideas and further discussion

  • Gauge reaction to various eye care topics and technology

  • Design a concept that attempts to solve an issue that specifically relates to Gen Z and eye care

Learning about Gen Z

How does Gen Z feel about eye care? 

I played an important role here​

  • Conducted interviews and secondary research

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  • Contributed towards the development and accuracy of the persona

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  • Had Huge influence in the collaboration of our problem statement

Natalie

How much does Gen Z know about eye care?

What barriers do they encounter?

Where would they go first to learn?

Interviews

Secondary Research​​​​​​​​​​​

Survey

​​205 young adults

​55.6% Female

31% Male

We pulled from 60 articles accumulated by the entire class.

My team interviewed 12 young adults.

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We discovered that Gen Z...

Is uninformed about eye care

Frequently encounters insurance and cost barriers

Invests in brands that are authentic and align with their values

Is more affected by excessive screen time and its correlation with myopia

Controls their own health decisions through online knowledge and digital health experiences

Problem Statement 

"When young adults are ignorant to preventive eye care, they want to learn about their eye health easily and passively so they can properly care for their eyes."

We created a persona based on the average Gen Z individual.

This is Aubrey, a student at UTD.

Who is Gen Z?

Building a Solution

Reaching Gen Z through social media to share our message in a way that is authentic.

A project initiative that aims to empower young adults with knowledge about preventive eye care so they can take control of their eye health journey.

Own your vision.

  • Wireframed and prototyped website

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  • Contributed to brand identity that aligns with Gen Z

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  • ​Created a plan for an effective strategy

I played an important role here​

Natalie

Strategy Includes ​​

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TikTok content

Discount

program

Authentic brand

Goals​​​

Improve the overall quality and depth of collective eye care knowledge

1

2

Foster confidence and encourage good eye care habits amongst young adults

Continue to reaffirm a positive and authentic brand image for Alcon

3

Brand Identity 

We believe eye care is meaningful. 

Our vision shapes how we experience the world and therefore who we are as individuals.

We wanted our brand Identity to resonate with Gen Z and still fit into the scope of eye health while also not coming off as too medical.

I played an important role here​

  • Designed the final logos​

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  • Created color pallet

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  • Huge influence over brand identity and overall message ​​

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  • Emphasized the importance of authenticity and a meaningful message within in our strategy

Natalie

Relatable

Authentic

Energetic

Empowering

Quicksand

Poppins

#6cdfdf

#86dfa2

#535ed4

#7132b0

Website Prototype

Communicate our mission and current strategy. . .

Main features

  • Discount program 

  • ​Search providers participating in discount program with link to their social media

  • Blogs for additional info

I played an important role here​

  • Fleshed out main feature concepts​

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  • ​Played huge role in the development of the site's architecture 

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  • Prototyped website

Natalie

Discount program ​​

The EyeThrive discount program allows users to redeem a free eye exam at participating locations!​

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  • Offer a more affordable option​

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  • Encourage users to establish a long-term relationship with an eye health professional

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  • Serves as an attention-grabber and call to action in Tiktok videos

Content that is entertaining and easily digestible. . .

TikTok Content

We sifted and sorted through dozens of videos already on the platform to understand how to create effective content.

I played an important role here​

  • Guided my team's netnography process

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  • Recognized effective editing choices and hot topics

​

  • Defined how we should create engaging content

Natalie

  1. Humor      

  2. Beauty     

  3. Education

3 defined categories

These categories performed the best on the platform:

Effective editing choices

  • Quick cuts

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  • Visuals and include captions

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  • Visual triggers and Shock factor

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  • Educate indirectly through storytelling or humor

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  • Short form content 

Working with influencers

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  • Approximately $1500 USD per video depending on the creator’s audience size

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  • Disclose that a video is sponsored and adhere to all FTC guidelines

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  • Content will be owned by the creators, however, Eyethrive will be able to repost and reuse the content.

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Advertisements 

Expanding our reach.

We want EyeThrive to be seen, remembered, and recognized to encourage more individuals to think about their eye health.

Billboard

Posters

Instagram Posts

  • Posters 

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  • Instagram posts

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  • T-shirts 

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  • Billboards

Users

will see..

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