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.

Goal

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.

  
  

• Navigation & Structure : Reorganized the hamburger menu for web, improving visibility of categories and brand story sections.

  
  

• 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.”

  
  

• 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 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.

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.