Incidental vision wellness service frameworks

This project reimagines how vision care can become a natural part of everyday life rather than a task people actively seek out. Today, most vision care journeys are delayed, fragmented, and often avoided until problems become serious. This not only impacts individual well-being but also has wider consequences on productivity, quality of life, and long-term health outcomes. The project addresses this gap by exploring how care can be brought closer to people - meeting them where they already are. By placing a quick, accessible complete vision screening experience within an airport environment, the service taps into moments of idle time and transforms them into opportunities for proactive health action. The project proposes an Incidental behavioural GTM (Go-To-Market) framework that leverages contextual triggers, user mindset, and situational openness to drive engagement and service usage. The service is conceptualized as a low-friction, quick complete vision screening experience delivered through an airport booth, designed to integrate smoothly into passive waiting time without disrupting the user’s primary journey. The solution extends beyond screening to create a structured pathway: Screen - Flag - Refer - Convert, enabling users to move from awareness to action. It incorporates AI-led triage, personalized provider recommendations, transparent comparison tools, and seamless booking, thereby addressing both functional and emotional barriers in the user's journey

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