Overview

When Lenstore were looking to optimise their existing E-commerce experience working as the Product Design Director and Lead Designer, I conceptualised, art directed & led the creative direction for the brand & product design.I created a product design transformation strategy that included a UX overhaul, as well as a rebrand.

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Full project scope:

• Hands-on product design, UX and UI design including design system creation, documentation and management.
• UX included UX research, user journey mapping, wireframing, prototyping and running workshops. This also included process creation and review.
• Rebrand and identity creation and rollout, including meetings with senior stakeholders and key teams to update them on progress and discuss any challenges.
• CRO strategy, UX review and analysis. Chairing cross-team meetings to understand performance of key changes.
• Product design roadmap feature suggestion.
• Being a brand guardian for Lenstore.

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Problem I was solving

There was no mobile first, responsive experience, there was also significant data that showed that users were less likely to convert on mobile. Lenstore had hired two previous consultancies to try and improve conversion but they hadn't been able to produce any meaningful change.

The development team were not using a design system and components to build new features. This caused many challenges including:

• An inconsistent experience for users across all Lenstore touchpoints.
• A design language that included 22 very different button styles.
• Technical debt as well as design debt when new designs were rolled out and a clunky approach to feature rollout.

Research studies had also shown that there was limited brand recall based on studies does by marketing agencies.

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Results

With the product design strategy that I devised we were able to see the following:

• Users twice as like to convert on mobile post the launch of the new experience based on data from 2021.
• An overall conversion increase of 11.8%+ year on year was reported on November 2023 by a Lenstore source based on before and after the transformation.
• Twice as many sign-ups to the first stage of the subscription service based on data from 2021.
• A new design system and platform that allowed them to scale the product transformation to 5 territories in under 2 months.
• A greater level of consistency and positive feedback about the new brand look and feel from customer feedback.

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