Xiidra Redesign

SARAH MORAN DESIGN

Arnold WorldWide // Havas Health Network
Xiidra
2023-2024

Design System, User Interface Design, User Experience Design, Prototype

Xiidra, a leading OTC healthcare brand for dry eye disease, partnered with our team to re-imagine its digital presence and better support patients along their treatment journey. As the Experience Design Lead, I drove the end-to-end strategy and execution for a two-phase website redesign. The result was a modernized, patient-centered platform that improved navigation, enhanced engagement, and aligned with Xiidra’s evolving brand identity.

Live site

The challenge

Xiidra’s legacy website struggled to meet patient needs. Its navigation was fragmented, the visual system felt outdated, and pathways to actionable next steps were unclear. The brand needed a site that could clearly communicate condition and treatment information, modernize the overall digital presence without losing existing brand equity, and establish a scalable framework to support CRM integrations and ongoing campaign rollouts.

Key contributions

To address these challenges, I began by conducting comprehensive UX and content audits to uncover optimization opportunities and establish baseline performance metrics. From there, I developed an intuitive sitemap and detailed wireframes and prototypes that streamlined the information architecture and improved user navigation. I established and documented a cohesive design system to ensure consistency across the platform and partnered closely with UI designers to maintain brand integrity while optimizing for user needs. Finally, I led the development handoff process, ensuring that design specifications were implemented smoothly and effectively.

Outcome

The redesign successfully modernized Xiidra’s digital presence while preserving its established brand equity. The improved architecture and redesigned patient journey simplified navigation, reduced friction, and strengthened patient understanding of their condition and treatment options. With the addition of CRM capabilities and new interactive features, the site evolved into a scalable platform for ongoing brand storytelling and patient support.

Through this two-phase engagement, Xiidra not only gained a refreshed website but also a long-term digital foundation that positioned the brand as a credible, approachable leader in the OTC space.

Phase 1: Platform Modernization

Implemented a strategic visual refresh while maintaining existing brand equity.
Laid the groundwork for scalability with a flexible sitemap and foundational design system.
Delivered a streamlined navigation framework, enabling faster future enhancements.

Phase 2: Experience Evolution

Redesigned the patient journey using insights from user research and segment analysis.
Integrated new creative campaign elements to strengthen engagement.
Added CRM capabilities to enable personalized communications and future loyalty programs.
Refined sitemap and IA to reflect diverse user segments.
Introduced key functional upgrades: sticky navigation and floating CTAs for easier wayfinding and stronger conversion opportunities.

Wireframes

Design System Build

Brand Guidelines