Can you talk about the searchability of the Bausch & Lomb site, its navigation, and its design?
Lewis: We don’t want to create a puzzle for users. We’re not trying to challenge them into coming up with new vocabulary for what a section is called. It should be clear, it should be easy to navigate, it should be incredibly efficient in terms of how it loads. Things like video playing right away on the RenuCares site, that’s very optimized – a very quick Web load. We send [the work] to our families and friends to make sure they all have a similar experience to what was described in the initial brief. Jones: Because so many of our products are not consumer packaged goods, people don’t have an opportunity to really find out more information unless they see their eye care professional, and we know most people only go to their eye care professional once every year or two, so the Web sites we have developed with Digital Pulp and other online components have become the call to action in all of our offline communications. Whether it’s to print a coupon or enter a unique code or make a donat
