Features of the online experience of the fun and engaging try-on experience made the purchase process easier and delivered a best-in-class experience. Users can take a style quiz, create a printable shopping list, find the nearest store and get special promotions. Users can share their images on Facebook or solicit feedback from friends with votes on the sites voting gallery.
Internal user testing on a functional prototype validated the approach and allowed for iterative changes
The virtual try on tool integrated with the voting tool. Contact sheets could be generated from the tool similar to in store mobile photos. Acquiring votes from friends is a fun social engagement with a true CX benefit. With PickMyPair mobile app, sales associates could take photos of consumers’ potential frames and post the photos on PearleVision.com.
To enhance the shopping process and realize the vision of the Pearle ecosystem, we created a multi-faceted, fully integrated program that would support the consumer at key touch points throughout the shopping cycle.
I utilized available PV research to create a persona profile to provide the team with a one-sheet touchstone.
The IA of the site was 4 pages and included complex flows of the try-on-tool, registrations and appointments.
Aside from housing the try-on-tool, the site needed to offer licensed eye health video content, integrate with the retail and physician appointment scheduling while maintaining the highest accessibility standards across all touch-points for a high probability of target users with vision impairment.
I sold-in, designed and executed the usability testing research of two design prototypes of the new PV website. Utilizing varying degrees of departure from the old homepage design, the distinct “Icons” vs “Sunglasses” test was conclusively in favor of the design on the right.
Promotion of the try-on-tool within the website.
UX for PEARLE VISION TRY-ON-TOOL
Pearle Vision (PV) is one of Luxottica’s full-service brands for eye care, contact lenses, designer eye-wear and prescription sunglasses in the US, Canada and Caribbean. We were required to build the experiences using the PV color palette and typeface.
CHALLENGE: 50% of customers were leaving Pearle Vision stores without making a purchase and PV had limited ability to target those customer for follow up and assist them with their purchase process. PV needed to deliver a world class consumer experience to return customers to stores and deliver higher sales volume.
STRATEGY: We used a fully UX-led 4D process to lead to the resolution of PV’s complex business requirements, healthcare industry regulations and customer pain points. The experience had to function between a frames catalog that was different for each franchise, in order to engage consumers and close the sale.
IDEA: The key insight was that customers have a difficult time seeing themselves in new frames when at Pearle Vision stores, after having their eyes dilated or without contacts or prescription lenses in the new frames. They were hesitant to make this purchase without an accurate view of themselves or the opinion of a friend or family member.
A try-on-tool allows consumers to post pictures of themselves in different frames and send to friends for review. The fun, social tool encourages interaction with Pearle Vision and at the time was unique to the brand. Leads to new opportunities for follow-up communication to drive returns to the store and to track purchases.
RESULTS: Results of the try-on-tool in the first 30 days: More than 9,000 favorites lists printed (21% of the total site visits). 1,235,384 frames were tried on. 13 stores participating out of 48, over 100 registrants with 3 photos each average, over 10,000 votes shared publicly.
Organizational Impact of the tyr-on-tool: Pearle Vision was the first Luxottica brand to venture into a online try-on program. With the success of this tool, the brand continues to be viewed as a leader in the digital space within the organization.
Results of the website redesign: Store Locator traffic up 22% y/y. Traffic to the Offers page up 267% y/y. Eye Exam traffic up 158.6% y/y, with more than 4,000 total visits. Vision Health section traffic up 16% m/m. Increased organic search visibility across branded and generic keywords. “Eyewear” moved from position #294 to #8 in Google upon re-launch. Organic search traffic increased by 32% y/y
MY ROLE
Lead planner, hands on UX work and design coordination between agency and client. Deliverables included: competitive audit (Lens Crafters, Ray Ban, Costco), research synthesis, persona profile, features and functions, information architecture, wire frames, design collaboration, usability testing and client delivery.
All my contributions spanned across both the try-on-tool project and the website total redesign project.