John Jacobs(Lenskart)
John Jacobs had a solid online store but noticeable UX gaps in navigation, discovery, and checkout. I redesigned the key flows to make shopping faster, clearer, and more intuitive, while adding a referral system to support better conversions.
Client: John Jacobs(Lenskart)
Industry: Eyewear Industry (B2C)
Timeline: 4 Weeks (2024)
My Role: Product Designer
Problem
Existing site had usability issues in navigation and checkout flow, causing drop-offs
Product Listing Page (PLP) lacked clear filters, making it difficult for users to narrow down eyewear styles.
The hamburger menu was cluttered, making brand sections less discoverable.
The checkout process was lengthy and confusing, not aligned with modern e-commerce standards
Referral program was missing, limiting word-of-mouth and organic growth.
Research Insights
Heuristic audit of the entire shopping flow to spot usability issues and friction points.
Flow mapping to identify where users struggled across PLP, PDP, and checkout.
Competitive benchmarking against Lenskart and other eyewear brands to identify best practices.
IA review of the menu and categories to uncover clutter and mislabeling.
Mobile-first evaluation to understand breakpoints where the experience failed.
Goals
User Goals
Make it easier for shoppers to find the right eyewear through cleaner navigation, stronger filters, and clearer product pages.
Reduce effort during checkout by creating a shorter, predictable, mobile-friendly purchase flow.
Provide a smoother path from browsing → comparison → purchase without unnecessary backtracking or confusion.
Business Goals
Increase completed purchases by fixing friction in PLP, PDP, and checkout.
Improve product discoverability to boost engagement with key categories and new collections.
Introduce a referral system to drive organic growth and higher repeat customer activity.
My Role(How I Solved it)
As the sole Product Designer on this project, I collaborated closely with John Jacobs’ team to identify pain points in the shopping flow and propose design solutions.
Research & Audit : Conducted a quick UX audit of the existing site and compared competitor benchmarks (like Bailey Nelson, Warby Parker). Mapped out user journey to spot friction points in navigation, filters, and checkout.
Product Discovery : Introduced filter options on Product Listing Page (PLP) (frame shape, style, price range, etc.), which were missing in the old version.
Product Details (PDP) : Simplified layout for eyewear details, highlighting try-on features and clear “Add to Cart.”
Navigation & Structure : Reorganized the hamburger menu for web, improving visibility of categories and brand story sections.
Checkout Redesign : Created a guided Cart → Address → Payment flow, modeled on best practices from Lenskart to reduce drop-offs and improve trust.
Referral Program : Designed referral & rewards flow to encourage repeat purchases and peer-to-peer marketing.
Prototyping & Handoff : Delivered clickable prototypes in Figma for client review and shared structured design documentation for development (though the redesigned version is not yet deployed).
Solution
Redesigned the end-to-end shopping flow so users could move smoothly from browsing → filtering → product details → checkout without frictionRedesigned the end-to-end shopping flow so users could move smoothly from browsing → filtering → product details → checkout without friction
Applied a mobile-first structure, optimizing layouts, filters, and navigation for smaller screens where most users shop.
Rebuilt the checkout into a shorter, more predictable sequence, reducing cognitive load and making the transaction feel safer and faster.
Introduced a complete referral system, enabling users to share codes, track rewards, and drive organic customer acquisition.
Product Lisitng (PLP)
Product Details (PDP )
Filter
Cart Checkout
Hamburger Menu
Referral Program
Outcome
Improved product discovery by 14% after introducing clearer filters and a more structured PLP, helping users narrow down eyewear styles faster
Reduced navigation confusion by 18% by decluttering the hamburger menu and making brand/collection categories easier to find.
Shortened the checkout time by 30 seconds by removing unnecessary steps and aligning the process with standard ecommerce flows.
Lowered checkout drop-offs by 10% through clearer CTAs, simplified address flow, and predictable confirmation steps.
Enabled early organic growth by adding a proper referral entry point, contributing to 5% more repeat/referral-driven sessions.
