Spotlyte – Maia Conlon

THE SPOTLYTE

Destigmatizing Medical Aesthetics

WHAT IS SPOTLYTE?

In 2017, the biopharmaceutical company Allergan, worked beside BCG and Alexandra Wilkis Wilson to build out three digital ventures in the medical aesthetics realm. For those reading who aren't familiar, Allergan is the creator of Botox, Juvederm, Coolsculpting and SkinMedica.

Spotlyte is a platform designed to engage readers with a breadth of interviews, treatment guides and offers. Readers can live chat directly with experts to get their questions answered, all for free. At Spotlyte I worked as a creative partner with other teams including Engineering, Editorial, Social, and Marketing. Wins include building an atomic design system, editorial reading experience, conversion experiences, and treatment guides.

THE PROBLEM

In the beginning, Spotlyte inherited a site that lacked consistency from a brand, experience, and engineering standpoint. We saw this as an opportunity to tune-up the website's architecture and build a modular system of atoms, components, and organims.

In building this system we were able to build faster, learn about our user's needs, and organize our code base from an engineering perspective.We began by doing an audit of everything on the existing product.

WHAT WE FOUND

Legal language, which is an integral part of what we do, is not considered within our existing design system.

Articles, treatment guides, expert interviews, ecommerce longforms, and provider profiles all use the same template.

90% of our traffic is mobile, but there is no variation on the mobile experience.

Arbitrary UX paridigms are peppered throughout the experience (i.e. expandible cards, unnecessary friction)

We are an unbranded site. We have the luxury of no ads.

ATOMIC SYSTEM

With everything considered from a user and buisness perspective, we tuned-up the system.

Atoms

Grid
Image Ratios
Iconography
Logos
Motifs
Color palette
Typefaces
Texture
Animation
Content