Optical Express | Website Redesign

Looking at the previous version of the site you could be excused from thinking it was designed to be eye candy, not navigated. Several clicks had you utterly lost. I wanted to created something much simpler, so very heavy research, IA and UX work was undertaken and the result was a cleaner design, a standardised navigation consistent on every page and the key areas of the site were pushed to the fore.

Below can be seen three of the options tabled. Although the final design took on board elements of all three, the underlying architecture remained constant.