Bausch + Lomb Horizon Rewards
A rewards website detailing step-by-step directions in infographic format for Bausch + Lomb contact lens consumers to submit and redeem their rebate offers quickly. This website cut the average claim approval time from weeks to only a 24-hour waiting period for consumers to get their rewards back.
Problem
Bausch + Lomb consumers were given printed rebates from their Optometrists to redeem their contact lens rebates. These rebates were either lost or forgotten about by patients. For those who did remember, however, the process was long and painful for many, so the refund was not worth it.
Solution
We created a website where Bausch + Lomb consumers can easily upload images of their rebates from their phones or laptops, cutting approval time from weeks to only 24 hours. This allows consumers to qualify for different gift card rewards or donate their proceeds to the charity Optometry Giving Site.
Process
As my team was working on the print materials announcing the new digital rebate experience, I was tasked with creating it.
I reviewed and audited the current print process consumers were going through to submit their rebates. I was noting which steps were crucial to carrying out their submissions and those that potentially were causing problems.
After that, I started sketching ideas and creating thumbnails of the potential screens needed to submit and redeem rebate money. Moving through each user map a consumer would have to go through to accomplish their goals.
Looking at the sketches, my team narrowed down the screens that needed to be explored and added any that seemed missing.
With a set direction, I moved the narrowed-down sketches onto the computer, utilizing Adobe CC to turn my sketches into Lo-Fi wireframes. These Lo-Fi wireframes were the first of many items to be reviewed by Bausch + Lomb.
Once approval of the Lo-Fi wireframes, we moved into Hi-Fi wireframes, where the newly created Horizon Rewards branding was added to the different screens. From colors to fonts and icons, the entire UI was considered to create a happy and inviting site while still feeling like Bausch + Lomb.
After that came revision of the Hi-Fi wireframes, sending the entire site through rigorous review processes to ensure there was nothing a miss from a creative aspect but, more importantly, from a regulatory element. Anything Bausch + Lomb creates must pass a high regulation standard to ensure that what is produced does not mislead or hurt a consumer.
With all approvals signed off, the last step for our team was to hand off our files to engineering. I packaged each screen, icon, image, font, and color. I created mocks of how the screens should look in situations and created notes explaining how everything should go to ensure a seamless transition to the separate engineering team that was hired.
Conclusion
The Horizon Rewards website helped Bausch + Lomb consumers more quickly and effectively redeem their rebates while allowing them to choose what they do with them.
In the first 26 days of launching, Horizon Rewards had 3,148 new member sign-ups, over 3300 instant win plays, and 1,255 approved claims. Of those approved claims, 797 opted for the gift card, a win for Bausch + Lomb because consumers chose to spend their rebate on activities other than redeeming for cash.
This initial quantitative data is promising, but qualitative information is needed to know if this new website is truly a success. To collect this data, I would like to run user interviews to compare the experiences of Bausch + Lomb consumers between the old paper and new digital experiences. As well as walk through the new digital experience with consumers to indicate any pain points with the new system that can be fixed, so even more people can redeem their rebates.