The Difference is clear - Black and Lizars' website is live!

Innovation Digital is proud to announce the launch of a stylish new web design and platform for UK optometrist Black & Lizars.

Following the site’s launch, the site has received some very positive feedback, Andrew Wallace, Black & Lizars’ IT & Online Services Manager said “Everyone at Black & Lizars is thrilled with the website; structurally, visually and in terms of content. Innovation Digital has surpassed expectations on what was delivered, it is better than I personally could have hoped for.”

The website was built to reflect Black & Lizars’ modern brand, core values and promote the organisation’s heritage in providing quality eye care.  The web design process focussed on delivering real value for Black and Lizars’ online users, with easy to find information and key calls to action, whilst reinforcing the brand’s identity as a modern, fashionable organisation.

The project, which began in late September 2011, started with a detailed analysis of requirements and user-centred design phase.  From the onset, it was essential that the audience groups were clearly defined in order that the new site would both support the needs of Black & Lizars’ core audiences and encourage engagement. Two parameters, from a wide range of audience groups, were identified and used to inform the website build:

• Eye/health conscious - Their eyes and the eyes of their children are critical and knowing you are getting a really excellent/quality of service is important.
• People who are ‘fashion’ conscious – i.e. they want to wear glasses/sunglasses that are stylish, possibly latest, celebrity and trend setting.

Our designers worked with the Black & Lizars' web team with to create a modern web presence, which effectively showcased their services, history, experience and quality reputation in the market.  Through the effective use of white space, the website offers users a clean, simple design which uses feature panels to highlight key information on the site.  The images featured emphasise the fashionable nature of the brand and add to the user’s experience on the site.

Technically, the site offered a number of challenges and the development team deployed a whole raft of interactive features.  These ranged from interactive timelines and slide shows to practice locators with postcode searches and Google Maps integration. The website also allowed for cross-promotional messages to be displayed and tight integration with Social Media.

Graeme Fletcher, Innovation Digital’s Marketing Manager said ‘Black & Lizars have a long heritage in eye care which spans more than 180 years and Innovation Digital was delighted to work with such an established Scottish organisation. We worked in partnership with Black & Lizars to provide a web solution that transfers the organisation’s brand and ethos to the digital arena with a certain shine and elegance.”

We would appreciate any feedback you have about the Black & Lizars' website.