VSP VISION CARE | PORTAL UX REDESIGN


VSP Vision Care needed to redesign its Employer Portal (later renamed the Employer Hub)—the main destination for HR professionals exploring or managing vision benefits for their workforce. The existing experience was difficult to navigate and didn’t reflect how real HR decision-makers search for or evaluate benefit partners.

During stakeholder interviews and usability feedback, HR managers shared consistent pain points:

  • They couldn’t tell whether they were in the member, business, or government section of the site.

  • They needed to find plan information quickly to make confident decisions about VSP.

  • Using the browser “back” button sometimes broke navigation, causing the top bar to disappear.

  • They wanted to understand plan options on their own before reaching out to a sales rep.

My role

I was the lead copywriter on the redesign, working in close partnership with the designer to shape both the information architecture and page-level messaging. Together, we collaborated daily with project managers, account executives, and associate creative directors, presenting to the client at every stage—from wireframes to final design.

What we did

Clarified structure and wayfinding: Rebuilt navigation and page copy so users always knew where they were—member vs. employer vs. government.

  • SEO + readability balance: Wrote headlines and subheads that were crawlable for search while remaining clear, human, and easy to scan for busy HR professionals.

  • Contextual link language: Ensured every link made it obvious where it would lead, reducing friction and confusion.

  • Information hierarchy: Moved critical plan and network details above the fold to help HR managers make faster, more informed comparisons.

  • Unified experience: Made the tone, visual style, and copy consistent across all pages to create one coherent portal identity.

  • Collaborative UX writing: Worked in Figma alongside the designer to shape each layout, avoiding repetition and creating smooth information flow down the page.

The outcome

A clear, intuitive Employer Hub that helps HR professionals quickly understand VSP’s value, explore plan options independently, and trust that they’re in the right place.