• Award$1000
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Red Tray (redtraysaves.com) is a new division (2 years) of HMI Buying Group (hmibg.com; please note that this url is provided for background reference only; changes to the HMI site are outside the scope of this project), one of the nations oldest (26 years) and largest optical purchasing groups. We combine the purchasing power of thousands of eyecare professionals nationwide (optometrists, ophthalmologists, opticians) to negotiate larger discounts than our members could negotiate on their own (i.e., based on only their individual monthly purchasing volume) on eyeglass frames, optical lab services, contact lenses and other optical supplies from the industrys top vendors.

The Red Tray website went live fall of 2006 and is in need of: 1) an updated look 2) streamlined content and 3) integration of online community functionality in the form of a blog ('Ask Dr. Hayes' launched October 2008) and forum (not yet launched; will be powered by vBulletin). Our inhouse creative and marketing staff has been focused on member acquisition/sales initiatives for this new business unit and in the more recent, the launch of two blogs ('Ask Dr. Hayes' - drhayesblog.com - targeted at eyecare professionals; 'Selling To ECPs' - sellingtoecps.com - targeted at our suppliers), so changes to the Red Tray site have been more maintenance in nature since launch.


As stated above, the Red Tray business model and brand are relatively new to the eyecare industry. We are looking for: 1) a fresh design that will 2) continue to build the Red Tray brand and 3) seamlessly integrate our traditional site and online community, i.e., our blog and forum.

Deliverable will be designs for 4 pages:

1) Updated Red Tray home page (current: redtraysaves.com): Visitors should understand Red Tray's USP (unique selling proposition) by seeing only our home page. Secondary focus on this page should be on building a sense of community among our members via the 'Ask Dr. Hayes' blog and forum (and, probably, webinars). We will also be launching the online ordering/claims processing functionality in the next few months and would like to highlight that in some way if it can be done in a way that does not clutter the design. 'Bid My Job' should be omitted.

2) Updated corresponding Red Tray interior page

(for example: http://www.redtrayoptical.com/billing_an...

3) Ask Dr. Hayes blog page that corresponds with Red Tray site design (current: drhayesblog.com)

4) Forum page that corresponds with Ask Dr. Hayes blog page (no existing design)

Design objectives:

1. Clean, uncluttered design; challenge will be to present important information in a way that is not overwhelming to the visitor, i.e., no busy pages with too much information

2. Professional -- this is not a consumer site

3. User friendly; information should be presented in a simple, clear, easy-to-find, at-a-glance format. Visitors should understand what we do by seeing only our home page.

4. Although we use Wordpress as the platform for the blog and will be using vBulletin to drive the forum, transitions from the Red Tray website to the blog to the forum should be integrated and not have a template feel.


OD and MD practice owners, office managers, practice administrators, opticians, optical shop buyers nationwide, i.e., anyone involved in the decision-making process of purchasing eyeglass frames, optical laboratory services (ophthalmic lenses to go in the frames) and other optical supplies for the practice or retail shop.


Apple has a great, clean website that combines an easy-to navigate interface with prominent product placement and great brand recognition. A clean look is paramount to our proposed redesign. http://www.apple.com

Scout.coms LSU page is one of the sites we like for our blog interface and forum behavior -- and possibly, our home page... http://louisianastate.scout.com/

OD Excellence is another clean, user-friendly website that combines a professional look with ease of navigation. Link: www.odexcellence.com


Our Red Tray logo must be positioned on the page either as the main identifier on the Red Tray website, or in a prominent, sponsored by role on the Ask Dr. Hayes blog and forum pages.

Clear, easy-to-find/use navigation that address the different areas of our current site and incorporates a secondary focus on the online community aspects via 'Ask Dr. Hayes' blog and forum soon to be launched.

Focus on our primary business as a unique purchasing group in the eyecare industry.

A look that defines Red Tray as a well-established company they can trust.

Appeal to a professional, conservative, busy audience with little time or patience for hard-to-navigate websites.

A color scheme that blends with our current website. We have produced a wide range of collateral marketing material with this palette and would prefer to avoid a total redesign of printed pieces.

To reference our existing site go to http://www.redtraysaves.com

Note: The logo at our live home page is not current. Only use the version we have updated on CrowdSPRING.



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