Concept

EnChroma develops leading patented lens technology to improve the lives of people with color blindness. The company developed a one-of-a-kind technology that enables people with color vision deficiency to see colors they only previously imagined.

EnChroma’s goal is to sell glasses. But unlike any fashion brand, they have a completely unique product and have no competition! I planned to put this advantage upfront.

Challenges

Design for the color blind

The target audience for this site is very clear – people who suffer from color blindness. Therefore, there is a need for design that is accessible to them and there are many restrictions to consider.

Brand feeling

The product helps the customer see colors – so the initial instinct is for the design to have a colorful palette. How can this be conveyed without missing our target audience? As we know, they cannot see a colorful palette yet.   

Information overload​

The original site was loaded with content – about the technology, how it works, about the research, the awards won, etc. I had to make decisions about what to leave and what was just not interesting enough for the potential buyer.

User Research

At first, I designed without researching the target audience – I did not know any color blind people. I submitted the design once, twice, three times, and received the same comment over and over again – your design looks pretty but sends too much of a “fashion” feel and does not “look and feel” like a product for the color blind. You can see some of the original designs here.
So one day I published a story on Instagram in which I wrote: ‘Are you color blind? Talk to me.’ And I was surprised by the number of color blind people I know without realizing!
I sat down to talk to a few of them and I knew I needed to start from the very beginning:

״How does a color-blind person see the world?״

Sophie simplified the matter for me. “People think that color-blind people see the world black and white, the truth is that there are several types of color-blindness. Most of us see certain colors well.” Indeed, Google backed up her statement.

Bingo. I knew I had to take that fact and do something with it.

Let there be one site on the internet where color blind people feel understood.

The Original EnChroma

Of course, I spent a lot of time on the original site I remade. Here are some things they did that in my humble opinion are less effective:

  • Focus a lot on discounts. You have a unique product that is unparalleled in the world! Focus on this advantage and not on having a 70% discount at Christmas.
  • Colorful, colorful, and… colorful. As mentioned – your target audience cannot see all the colors that fill the site.
  • Lots of little pictures. Color blindness often comes along with other visual impairment, it is best not to overload the client and certainly with not small pictures.

My Solution ​

After the research I realized that color blind people miss a lot and have a hard time browsing websites. I learned that every color blind person sees certain colors in a poor way and other colors in an accurate way:
* people with Deuteranopia = see yellow better.
* people with Tritanopia = see red better.
* people with Monochromacy = well, they see everything in black and white.

I knew I will make a site that adapts itself to you according to the type of color blindness you have.
And so, I turned the disadvantage into an advantage!

The user interface ​

Product uniqueness

To emphasize the uniqueness of the brand, behind the glasses the color is saturated - to create a feeling that the glasses are the ones that bring the color.

Clean information

Color blindness often comes with other visual impairments, so it was necessary to clear a lot of content from the original site in order to create a clearer look. I tried to think what the ׳MVP׳ of the product is and I realized that there should be two categories: catalog - for purchase; and story - for those who want to know the background and how the product works.

color color color

Color adjustment according to the type of color blindness, and continuity throughout the site.

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