VSP VISION CARE | PORTAL UX REDESIGN


VSP Vision Care needed to rethink its employer-facing portal—later renamed the Employer Hub—so HR professionals could easier explore vision benefits, understand plan options, and evaluate VSP as a benefits partner. In the previous experience, users couldn’t always tell whether they were in the member, employer, or government section of the site. They needed plan information faster. They wanted to self-educate before talking to sales. And in some cases, basic navigation made the experience feel unstable.

Project type

Website redesign, UX writing, information architecture, employer decision-support experience

Audience

HR professionals, benefits managers, brokers, consultants, and employer decision-makers evaluating vision benefits for their workforce.

My role as content strategist

  • We built the redesign around a simple user need: HR professionals should always know where they are, what they can do next, and why the information matters to their benefits decision.

  • That meant treating copy as part of the interface, not just language placed inside a design. Headlines needed to orient. Subheads needed to explain value quickly. Links needed to set expectations. Page sections needed to build a logical path from high-level employer value to specific plan details.

  • Across the experience, I focused on reducing uncertainty: Am I in the right place? Is this for employers like me? What plans are available? Why should I trust this provider? What should I do next?

  • I worked directly in Figma with the art director to shape hierarchy, reduce repetition, and make sure copy and layout solved the same UX problem. We wanted the experience to feel like one employer-focused destination rather than a collection of disconnected pages.

Content Design Decisions

  • SEO + readability balance

  • Contextual link language

  • Information hierarchy

  • Unified experience

  • Collaborative UX writing

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.