In the eye care industry, independent optometrists struggle on a daily basis to compete with larger providers (costco, walmart, lenscrafters…ect). I was tasked with designing a product that would be affordable and help these independent doctors compete in an industry dominated by corporations. The result was a product called Innexus, a template based website product with a low cost entry point and an impressive measurable ROI.

The Challenge

Challenge #1

The first challenge was to develop a product that was affordable for an independent practice. These practices do not share the same marketing budget that larger industry giants dominate the market with, so making it cost effective was key.

Challenge #2

The second challenge was to focus the product around conversion rate. While industry giants have more money to throw into a larger pool of potential patients, our independent doctors need to make the most of the money they are spending. It is important that we are able to show them data proving that the product is not only bringing in website visitors, but that those visitors are turning into patients.



While the product that I was developing existed in similar industries, there was only a few direct competitors in the eye care space specifically. Initial research gave us a comparable price range that had been proven to be successful. My goal was to offer the highest quality and feature rich product, and to fall somewhere in the middle of our perspective price range.


In order for the product to meet our cost & performance goals but also turn as much of a profit as possible for the company, the first step was to solve our server infrastructure setup.


An important part of a website is not only cost and performance, but also making sure it is easy to use and visually appealing. The eye care industry has a very broad target patient range, so making sure that the product we were designing was easy to use for an 80 year old senior but also visually appealing to a trendy 25 year old.

Conversion Rate

Turning website visitors into patients ($) was the number one goal with this product, so I had to solve how I could not only improve that conversion rate but also be able to prove the results to the client.

High Competitor Cost$99Per Month
Low Competitor Cost$59Per Month
Average Value of Patient$232Per Year
Median Patient Age52Years Old
Conversion Rate Target20%of Website Visitors

Designing The Product


After plenty of research I settled on using a combination of Amazon Web Services and WordPress in correlation with Media Temple. This setup would provide us unmatched performance, and make it possible to stay below the industry high competition. Utilizing WordPress as our primary CMS system, security was also a concern. To solve this problem I used a very unique hosting setup. A single AWS development server would host all of the PHP based WordPress CMS systems that would allow for easy website account management. This server would receive no outside / public traffic making it extremely secure. The public facing versions of the sites would be exported out of the AWS development server into Amazon S3 storage buckets. This export process would convert dynamic PHP files into static HTML files giving the product the performance and security needed to lead the industry.

WordPress Template Design

Careful consideration was taken into account when designing the WordPress templates for this product. Utilizing a template based system generated the cost effective development solution I was looking for, with the flexibility of WordPress allowing me to design cutting edge modern website visuals. All of the templates were molded after the more popular design options found around the industry with a focus on user experience techniques. My primary goal of website conversion was also carefully implemented with several unique tools and design options described further below.

Conversion Rate

With conversation rate being a focal point of this product, lots of focus went into developing tools and design techniques pushing website users towards appointment request submissions. Appointment bookings through the website compared to unique website visitors is how we collected the data using Google Analytics as the primary tool. In order to accomplish this I used google analytics click tracking to discover the most used areas of screen space to target button placement. With this information I was able to place “Appointment Request” buttons and links in these areas where I saw significant increases in appointment request submissions.

In addition to button and link placement, I developed an assistant tool to not only assist visitors in navigating the website but help direct them towards an appointment request submission. This tool has visual similarities to “chat” and “help” tools that you typically find in the lower right hand corner of websites. With ease of use in mind, this offers completely automated options to direct traffic but frequently offers an Appointment Request option when navigating the content in each section.

Final Design


Total Product Users628and Counting
Savings Compared to Competition11%Cheaper
Page Load Speed Compared410%Faster
Website Visitors Converted22%To Patients
Average Member ROI$70,592Per Year