Envisioning a refreshed Eyewear Experience
2023
Our Approach
We began by conducting extensive research to understand Superbottoms’ customers and their pain points. This included reviewing customer surveys, conducting interviews, and analyzing the existing website's analytics. We also studied competitors and examined industry trends in mobile-first design. Using these insights, we developed a strategy that focused on the following key areas:
About Chashma
Chashma, an emerging eyewear brand, sought to revolutionize the online shopping experience for eyewear by blending innovation with customer-centric design.
Chashma's initial website was cluttered with excessive information, lacked in-depth product pages, and did not offer adequate filtering tools or personalised guidance. These issues led to customer confusion and frustration, hindering the website’s ability to convert visitors into buyers. The online shopping journey lacked an emotional connection and failed to offer a tailored experience, similar to what customers might expect in a brick-and-mortar eyewear store.
The primary objective was to create a streamlined, user-centric website design that enhances the eyewear purchasing journey, drives conversions, and provides a personalized experience that mimics a local optician's care.
Our Approach
1. Research and Insights
A structured, research-driven approach was employed to understand the pain points, needs, and desires of Chashma’s target audience. This included a mix of quantitative and qualitative research, including:
Competitive Analysis: We examined competitors such as Lenskart, Eyemyeye, and Titan Eye+ to assess their strengths, weaknesses, and best practices.
Customer Surveys and Interviews: 78 respondents provided valuable insights into their purchasing behaviours, frustrations, and preferences when shopping for eyewear online.
User Personas: Based on user research, we developed detailed personas that reflected the key customer segments.
Empathy Mapping: Empathy maps were created to capture user thoughts, feelings, actions, and pain points to better understand their perspectives.
2. Defining Key Pain Points
Based on the research, several critical issues were identified:
Overwhelming Information: The website had too much information, overwhelming users and making it difficult for them to find what they were looking for.
Lack of Personalization: Customers felt disconnected from the shopping process due to a lack of personalized guidance and product suggestions.
Inadequate Filtering and Comparison Tools: Without proper filters or comparison features, users struggled to narrow down choices based on key criteria like style, fit, and price.
Poor Product Page Experience: The catalog pages lacked depth and did not offer sufficient information to encourage browsing and purchasing.
Discovering better Design
Conversion-Centric Design
A strong emphasis was placed on driving conversions. The website's design incorporated:
Clear Calls-to-Action (CTAs): These encouraged users to take the next step in their journey, whether it was trying on a frame, selecting lenses, or completing a purchase.
Streamlined Checkout Process: We reduced friction during the checkout process by making it simple, intuitive, and quick. This included integrating features like saved prescriptions and one-click reordering for returning customers.
Ad-Friendly Landing Pages
To support targeted advertising campaigns, dedicated landing pages were created for specific offers (e.g., BOGO deals, seasonal discounts) to drive higher conversion rates. These landing pages featured tailored messaging, eye-catching visuals, and clear CTAs.
Personalized User Journey
The "Find YOUR Pair" Experience: Inspired by the local optician’s personalized attention, we aimed to replicate that experience online. This included a “Specs Recommendation Quiz” that guided users to the ideal eyewear based on their preferences, lifestyle, and face shape.
Curated Collections: Users were presented with carefully curated collections and categories, simplifying the browsing process and helping them discover eyewear styles they might love.
Lens Selection & Customization: We made lens selection straightforward, providing users with clear options for prescription lenses, lens color, coatings, and more. We also allowed for personalization, such as engravings.
UX Copywriting
The language used throughout the website was designed to resonate with the target audience: modern, witty, relatable, and direct. The tone was serious when needed, such as for product care and prescription information, but also lighthearted and empowering to build trust and brand loyalty.
Product Reviews & Trust-Building
To establish credibility, a robust product review strategy was implemented. All reviews were verified to ensure authenticity, and product pages featured both customer feedback and expert recommendations. This helped build trust with new users and played a crucial role in their decision-making process.
Visual & Branding Consistency
Ad banners, product pages, and website elements were designed to be visually cohesive and align with Chashma's overall brand identity. The use of clean, high-quality imagery and well-defined typography helped enhance the user experience, making it both functional and aesthetically pleasing.
Thoughts from Kwazi
The redesign of the Chashma eyewear website transformed the online shopping experience from a fragmented, overwhelming journey into a streamlined, engaging, and personalized one. By focusing on a mobile-first, conversion-centric design and incorporating insights from user research, the new website has successfully positioned Chashma as a leader in the online eyewear space, meeting the diverse needs of its customers and driving both sales and loyalty.
