BELIEVE.CO - FYI DOCTORS

THE CLIENT

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FYidoctors is one of Canada’s – and the world’s – largest doctor-led optometry brand, with over 350 locations across Canada.

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TALKING TO PATIENTS, CONSUMERS, DOCTORS, AND BUSINESSES

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The stunning growth in clinics, customer-base and brand recognition over the past eight years is a testament to how multi-faceted the FYidoctors business strategy has been. For patients, FYidoctors differentiates itself by being the champion of eye health, and an educator of how eye health connects to overall wellness. FYidoctors also appeals to customers as a lens and frame retailer – including its own private label line of frames. The brand also grows through acquisition, which means in addition to connecting with patients and customers, they also need to appeal to independent optometrists seeking to join the company. That means trumpeting a high-quality diagnostic equipment and procedures, and ensuring that those who have joined are incorporated into the brand and culture, along with their staff. The company also seeks business growth through affinity programs, so there’s a need to develop content to attract large employers to see FYidoctors as a potential partner. Finally, as FYidoctors has entered the fast-growing medical aesthetics space as an acquirer under the ReNue brand, there is a whole new host of patients and independent doctors whose needs FYidoctors seeks to address.

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PRODUCT DESIGN ROLE

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• Led the design and enhancement of venture companies associated with Arlene Dickinson, spanning e-commerce to university-wide websites.

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• Ensured alignment with both user and business objectives by leveraging insights from analytics data, personas, and employing tools such as sitemaps, user journeys, UX audits, and wireframes.

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• Provided recommendations on how to improve on their products which will helped reach stakeholder’s goals

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