GoSmartR
01
The Challenge
Prosthetic eye care is deeply personal — patients arrive at their most vulnerable. Kind Eyes needed a website that balanced clinical credibility (trusted by Moorfields and Harley Street) with genuine emotional warmth. The previous site was clinical to the point of coldness, and the paediatric pathway was completely absent.
The Design
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The Approach
We designed around empathy. The information architecture mirrors the patient journey — from first consultation through crafting to aftercare — so visitors always know what comes next. Warm stone and sage green replace sterile whites. Dedicated paediatric pages address parents directly. Wellbeing resources and counselling referrals are integrated, not bolted on.
The Solution
01
Patient Journey Mapping
Information architecture that mirrors the real clinical pathway — consultation, impression, artistry, fitting — reducing anxiety through clarity.
02
Paediatric Pathway
Dedicated section for children and families dealing with anophthalmia, microphthalmia, or eye loss — tone-shifted for parents.
03
Wellbeing Integration
Counselling referrals and emotional support resources woven into the site structure — acknowledging the full patient experience beyond the clinical.
04
The Results
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Years of Practice
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Hospital Partnerships
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Accessibility Score
“Lorna has made me a wonderful new eye. At all appointments she took her time, was thorough and caring. It is a life-changing service.”
— W.T., Patient
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