SPECSAVERS
PROJECT ROLE
Senior Designer
YEAR
2022-2023
CONTRIBUTION
UI Design & Motion
Crafting Value That You Can See
Challenge
As the world of digital innovation continues to evolve, so do the needs of our clients. We were approached by Specsavers establish a core team and digital innovation hub to tackle the pressing challenges the business faced, spanning e-commerce, a cohesive brand experience, and boosting bookings. Our mission was to overhaul their digital presence, with the aim of elevating their brand identity, strengthening customer connections, and increasing direct-to-consumer revenue.
Approach
In this new age of retail, experience is paramount. We explored what a transformative shopping experience looks like—one that seamlessly merges shopping, storytelling, service, and personalisation. This approach introduced new utilities and experiences within the site framework to enhance the customer journey, establish brand rituals, and foster deeper customer engagement.
We launched a new digital flagship, focused on building the brand while enhancing conversion and click-through rates. Our approach involved refreshing the brand and reimagining the e-commerce experience. This evolved into a comprehensive brand transformation, from a complete overhaul of brand strategy and positioning to a new visual identity, art direction, and messaging strategy. The results are a dynamic eCommerce platform with a coherent digital design language for their global presence, bringing together a unified look and feel for an impactful online brand presence.
A New Experience, Everywhere
We transformed Specsavers e-commerce journey by focusing on high-impact moments, redesigning both in-store and online post-visit experiences, and creating a comprehensive destination for all things Specsavers. By simplifying the booking process and minimizing distractions, we ensured a seamless and intuitive flow from homepage to appointment confirmation which helped increased appointments across all sectors. To captivate younger audiences, we introduced innovative tools like virtual try-on, making the Specsavers experience both memorable and engaging. Additionally, we launched "The Spectacle," a design system that established a cohesive digital design language across Specsavers global brand, guaranteeing a consistent and engaging user experience everywhere.
The eCommerce Experience
We transformed Specsavers' digital presence, ensuring users enjoy a seamless and integrated shopping experience across all touchpoints. By refreshing the brand identity, website, mobile app, and more, we developed a North Star e-commerce platform for Specsavers. Our design approach focused on creating a simple yet powerful interface, elevating and optimizing the overall digital experience. We meticulously overhauled each product detail page, enhancing design and engineering to introduce more opportunities and amplify details and tools that boost conversion rates. The streamlined interface allows each product's story to shine while adhering to e-commerce best practices, creating a harmonious blend of storytelling and functionality.
Virtual Try-On
To captivate a younger audience, we introduced highly intuitive digital tools like virtual try-on, bringing styling services to the digital realm with thoughtfully curated and bespoke results. Focussing on a core audience of 16-30-year-olds, we designed the experience for thumb-first interaction, ensuring it works, looks, and feels like an app. Personalisation and relevance were key, guiding users to the best products for their needs in a simple, seamless flow. Engaging moments of discovery alongside product displays inspire users, foster desire, and encourage them to delve deeper into the Specsavers experience. Now, everything you can do in a physical Specsavers store can be done digitally at home.
Find and Book
We transformed Specsavers' booking journey, elevating the customer experience and maximizing business performance and growth. This transformation significantly increased booking conversions. By introducing simple features and updated visuals with clear identifiers, iconography, and interactions, we streamlined every detail and reduced complexity. Our enhancements showcased and managed availability more effectively and included the development of management modules that allow customers to easily amend bookings and create clear, editable booking funnels.
Design Systems
The Spectacle is a design system that contains versatile elements that empower Specsavers to continuously adapt and evolve while staying true to their brand essence across all international markets. Partnering with Specsavers' brand, marketing, and technology teams, we created a system of components that were easy to use and flexible enough to accommodate new campaigns, trends, and product updates. Our digital experience manager allowed each region to build its own front end, while the style guide instructed internal teams on how to use, interact with, and manipulate site components to tell engaging stories. Additionally, we focused on WCAG 2.0 guidelines to ensure that every click is fully accessible, creating an inclusive experience for everyone.
Value You Can See in The Results
In collaboration with Specsavers, we crafted a customer experience that aligns seamlessly with their vision of making a positive impact on customers' lives. Our work resulted in an online experience that fosters a sense of well-being, genuine care, and empowerment for users—one that is rigorously tested, consistently accessible, and sets a strong foundation for future product developments. We transformed their online ecosystem from a fragmented and inconsistent presence into a cohesive brand experience across all touchpoints, delivering measurable improvements across multiple services.
Visits to audiology services
+202%
Returns visits across online platforms
+80%
Conversion rates of optics
+33%
Reduction in bounce rates
-25%
eCommerce purchases
+24%
Increase in first-time sales
