Spotlyte™ is a new innovative digital hub of curated, expert content helping customers discover how beauty and medical aesthetic treatments may fit into their routine.
It is part of Project Moonwalker, a unit within the biopharmaceutical company Allergan fueling its medical aesthetics business with digital innovation and thought leadership to change consumer perception and engagement.
Curated, expert medical aesthetic treatments articles
Chats with trained medical aesthetic treatments professionals
Finding providers who correlate with Allergan
On any content site, customers keep going back for new updates, and interacting within the site is always wanted. Spotlyte is suffering from low customer engagement.
More specifically, when asking customers for signing up for its newsletter, it gets few responses, despite giving customers discounts on medical aesthetic treatments
A Well-rounded yet quick research has been conducted to reveal the reason behind the low engagement.
Mental model gap
The first impression of our site - We are a content site about MA
Users who read articles don’t expect they can also search for providers.
For example, people who go to Youtube wouldn’t expect they can also find video editing software
The tone is not straightforward
They tend to require larger pieces of strategic development work and usually disrupt normal operations. These tasks may introduce something new or implement a change in the way something existing is presented or works.
It doesn’t highlight we have live chat with trained professionals
No correlation with the chatbox we have on our site
Show touts within the page where most customers scroll up to
Chats with trained medical aesthetic treatments professionals
Show touts once users have interacted with the content
As using treatment-related images, it can involve some copyright issues, and we might not have the budget for every image we pick
As some images contain needles or other possible incorporate content for our site, therefore, try to avoid this content is needed
As these touts will be updated based on different seasons or holidays, technically, it’s not feasible to allocate much development resources to each design
What if we think of the solution in terms of a long term perspective, and reutilizing some image resources we already have?
A better solution came along the way finally, by shifting our focus from constraints to broader opportunities.
Creating templates for any tout used in the future
Straightforward visuals with clear & easy CTA
.png)
