Ultralase are the UK's 1st and longest established, national laser eye surgery provider. They are a large TV advertiser. We were tasked with re-architecting and re-designing their website. We took a look at their competitors who were all cluttering their high traffic websites with off-putting sales messages for the first time visitor and not catering for the return customer, looking to make a decision as to whether to proceed. We learned that there was often a substantial lead time for a consumer from the first point of contact to the point of conversion. By considering all of the target audiences and their needs from the website by, we were able to map the customer buying decision process and build the site around the user requirement. It enabled us to simplify and prioritise content to focus on key messages. Despite demanding time restrictions and an agile build process, we were able to deliver on time and on budget.