William Harllee

I managed a design team of 4,

made executive creative decisions,

and spear-headed the creation of

the video, graphic, branding, and

UX aspects of the final design.


Our goal was to find out what

Gen. Z knows about eye care, and

to find a way to engage them with it.

I was the team manager for a UX/UI

design project in partnership with

the eye care company Alcon.


I mediated between Alcon and my

team, organized and assigned tasks,

resolved creative conflicts, and

contributed heavily to the video,

graphic, and UX aspects of the

final design.


Our prompt was to find out what

Gen. Z knows about eye care, and to

find a way to engage them with it.

66%

of Gen. Z say they

infrequently think

of their eye health.

60%

of respondents said

cost is the main factor

behind their lack of

engagement.

95%

of Gen Z. spend the

most amount of

screen time on their

phones.

We Surveyed 200+ Gen Z participants, interviewed 12, and analyzed 40+ research articles.


  • Found that users don’t consider eye health until issues arise, typically later in life.

  • Identified interest in preventative care and active health management.

  • Key barriers: time constraints and cost concerns.

  • Insight: Reach Gen Z. by meeting them passively and invest in them as future clients.

Consent Form
Survey Link
Interview Guide

Design Persona

Design Persona

Gen Z. is unaware of their eye health.

They feel like they cannot afford

to engage with it. But they

are open to learning

should the approach

meet them where they are at.

The solution would involve:


Targeting Gen Z. through social media, leveraging passive content consumption.


Offer a nationwide program offering free eye exams as an incentive.


Execute through three components: brand, social media content, and a website


This is how you reach Gen Z.



Gen Z. is unaware of their eye health.

They feel like they cannot afford

to engage with it. But they

are open to learning

should the approach

meet them where they are at.

I led my team to a two-pronged solution. An information

campaign paired with a free incentive. To meet Gen Z.

there is no better place than social media. It is built on

passively consuming content. To get them interested,

I proposed that Alcon create a program where

healthcare providers across the nation can offer a free

eye exam to members of Gen Z. to get them

thinking about their eye health.


Since this program would be purely educational and there is no specific

branded product being offered or pushed, it safely clears laws and

regulations like the FTC's "Eyeglass Rule"that would otherwise bring

scrutiny to this idea.


To execute this plan, we needed 3 things; a brand, social media content,

and a website.

The Brand

I helped create the
final design language for the
logos and ad prompts.

Billboard style ads will help
bring awareness to the brand
and its mission.

The Brand

I helped create the
final design language for the
logos and ad prompts.

Billboard style ads will help
bring awareness to the brand
and its mission.

TikTok

I spearheaded the creation of the TikTok Prototypes. From scripting, to shot and prop lists, to final filming and editing.

I studied many different creators across a wide range of topics to narrow down 3 relevant categories for our product,

humor, historic/informational, and beauty. I directed 3 videos for each category to showcase their efficacy.

TikTok

I spearheaded the creation of the TikTok Prototypes.

From scripting, to shot and prop lists, to final filming

and editing. I studied many different creators across

a wide range of topics to narrow down 3 relevant

categories for our product, humor, historic/informational,

and beauty. I directed 3 videos for each category to

\showcase their efficacy.

The Website

The website is what will guide users

to finding healthcare providers local

to their area.


Once a location is selected, doctors

will populate the search with

relevant information so that one can

research and or contact them.


Finally, when users select a

practitioner, they will be rerouted

to their website or contact info

to set up a free appointment.


Figma Prototype

Now it's one thing to create a product, it's

another to figure out how to implement it.


So I did that for them.


I personally created a step-by step guide on

how to roll out this social media campaign

with information on contracting creators, tracking

KPI's for both the content and website, and some

preliminary budget estimates based on my

research.

Of the 5 teams that submitted design proposals to Alcon,

ours was the best received, and crucially, the most

realistic. I not only led a team to create a functional product

prototype, but also gave the company the tools and

information to build it.


So how do you reach Gen Z. with eye care?


You meet them passively with a strong call to action.

Of the 5 teams that submitted design proposals to Alcon,

ours was the best received, and crucially, the most

realistic. I not only led a team to create a functional product

prototype, but also gave the company the tools and

information to build it.


So how do you reach Gen Z. with eye care?


You meet them passively with a strong call to action.