Simplifying the Eyewear Funnel

Simplifying the Eyewear Funnel

Simplifying the Eyewear Funnel

Rethinking user journey from discovery to checkout

Rethinking user journey from discovery to checkout

Rethinking user journey from discovery to checkout

TL; DR

Redesigned Lenskart’s Product Detail to Checkout flow to reduce decision fatigue and improve prescription clarity. The overhaul boosted Add-to-Cart by 18%, cut support queries, and became the new standard for multiple categories.

Redesigned Lenskart’s Product Detail to Checkout flow to reduce decision fatigue and improve prescription clarity. The overhaul boosted Add-to-Cart by 18%, cut support queries, and became the new standard for multiple categories.

Timeline:

Design & development Jul - Oct 2021
Launched Oct 7 2024

Team:

1 Designer, 1 Design Lead, 1 PM, Engineering team (android, iOS)

Overview & Context

Lenskart operates in a uniquely complex e-commerce domain: eyewear.

Unlike apparel or electronics, eyewear purchase decisions depend on prescription data, frame sizing, and style preferences all the while accounting for personal trust and in-store purchase habits.


The Product Detail Page (PDP) therefore is one of the most critical steps in the purchase journey - where curiosity turns into conviction. At Lenskart, however, engagement wasn’t translating into transactions.

Lenskart operates in a uniquely complex e-commerce domain: eyewear.

Unlike apparel or electronics, eyewear purchase decisions depend on prescription data, frame sizing, and style preferences all the while accounting for personal trust and in-store purchase habits.


The Product Detail Page (PDP) therefore is one of the most critical steps in the purchase journey - where curiosity turns into conviction. At Lenskart, however, engagement wasn’t translating into transactions.

Lenskart operates in a uniquely complex e-commerce domain: eyewear.

Unlike apparel or electronics, eyewear purchase decisions depend on prescription data, frame sizing, and style preferences all the while accounting for personal trust and in-store purchase habits.


The Product Detail Page (PDP) therefore is one of the most critical steps in the purchase journey - where curiosity turns into conviction. At Lenskart, however, engagement wasn’t translating into transactions.

Flow that needed fixing

Despite consistent traffic to the PDP, funnel from PDP to Cart were underperforming.

Post-purchase surveys, funnel analysis, and customer experience logs all pointed to one root issue: the journey from PDP to cart was friction filled.

Numerous pieces had to work together, like:

  • Frame size selection

  • Lens customization

  • Prescription collection

  • Gold Membership (loyalty program)

  • Silver Membership

  • Buy One Get One (BOGO) offers

  • Try-at-Home functionality

Despite consistent traffic to the PDP, funnel from PDP to Cart were underperforming.

Post-purchase surveys, funnel analysis, and customer experience logs all pointed to one root issue: the journey from PDP to cart was friction filled.

Numerous pieces had to work together, like:

  • Frame size selection

  • Lens customization

  • Prescription collection

  • Gold Membership (loyalty program)

  • Silver Membership

  • Buy One Get One (BOGO) offers

  • Try-at-Home functionality

Despite consistent traffic to the PDP, funnel from PDP to Cart were underperforming.

Post-purchase surveys, funnel analysis, and customer experience logs all pointed to one root issue: the journey from PDP to cart was friction filled.

Numerous pieces had to work together, like:

  • Frame size selection

  • Lens customization

  • Prescription collection

  • Gold Membership (loyalty program)

  • Silver Membership

  • Buy One Get One (BOGO) offers

  • Try-at-Home functionality

Problems to solve

The goal was to reduce cognitive load, clarify prescription flows, and showcase membership benefits-without overwhelming the user. We defined 4 core challenges:

  1. Low ATC Conversion: Users dropped off after scrolling through the product details. Add-to-Cart rates were ~10–12%, lower than industry averages of 15–18% for comparable verticals (source: Shopify Benchmarks 2023).

  2. Mental Model Mismatch: Users didn’t expect to enter power/prescription info after adding product to cart. This caused hesitation, confusion, and abandonment.


  1. Offer Blindness: Key nudges like “Gold Membership Savings” and BOGO were either visually buried or misaligned with the user's decision stage.

  2. Introduce new brand visual identity: Lenskart underwent a rebrand in collaboration with Design Studio London, which hadn't been implemented to the product level yet.

Signals from research

Qualitative Signals:

  • User Interviews (n=12): New users were unsure of the next steps after landing on PDP. “What about my eye power?” was a recurring question.

  • CX call transcripts: Went through CX teams' call transcripts to hear confusion firsthand.


  • Store staff interviews: Spoke with our store staff to understand why customers prefer in-store experience over app/website

  • Competitor Benchmarking: Observed PDP flows from Zappos, Zenni, and Warby Parker to analyze hierarchy, trust cues, and prescription UX.

Quantitative Signals:

  • Google Analytics Funnels: Over 42% of users bounced before initiating the add-to-cart action.

  • Scroll-depth Heatmaps: On mobile, fewer than 30% reached the “BOGO” or “Try-at-Home” sections.

  • Taps to help button: 23% of order-related queries were tied to power selection, confusion about eligibility for offers, or Gold discounts.

Goals for design to solve for

Objective

  1. Increase rate of 'Add to cart'

  1. Reduce lens & prescription support tickets

  1. A new design system will improve UI quality, dev velocity, and user perception

  1. Improve engagement with Gold & Buy 1 Get 1

Hypothesis

  1. Streamlining PDP sections and surfacing key nudges will reduce abandonment

  1. Setting better expectations on lens selection & prescription flow will improve user clarity

  1. Create a brand consistent design system that speeds up cross-platform delivery

  1. Setting better expectations on prescription flow will improve user clarity

Old screens

Screens on the production app lacked polish and ease of use. Global competitors were much ahead of Lenskart in this respect. Design system used Android 5.0 Lollipop (2014) components even in 2020. This was used for iOS as well, which felt odd amidst native iOS apps.

Screens on the production app lacked polish and ease of use. Global competitors were much ahead of Lenskart in this respect. Design system used Android 5.0 Lollipop (2014) components even in 2020. This was used for iOS as well, which felt odd amidst native iOS apps.

Screens on the production app lacked polish and ease of use. Global competitors were much ahead of Lenskart in this respect. Design system used Android 5.0 Lollipop (2014) components even in 2020. This was used for iOS as well, which felt odd amidst native iOS apps.

User archetypes

Matching user archetypes to user needs

Matching user needs to UI

Design System

  • After the elaborate rebranding exercise early into 2022, the refreshed brand positioning and vibrant look. had to translate into the Product UI. To this end, we introduced Vision, Lenskart’s new design system.

  • Read full document on Medium - Link

  • After the elaborate rebranding exercise early into 2022, the refreshed brand positioning and vibrant look. had to translate into the Product UI. To this end, we introduced Vision, Lenskart’s new design system.

  • Read full document on Medium - Link

  • After the elaborate rebranding exercise early into 2022, the refreshed brand positioning and vibrant look. had to translate into the Product UI. To this end, we introduced Vision, Lenskart’s new design system.

  • Read full document on Medium - Link

Collaboration & Delivery

  • Discussions with Studio London on how to implement branding and typography into product.

  • Bi-weekly sprints with product, dev, and QA.

  • Design x Dev sessions between iOS and Android teams to modularize UI components, implement typescales and handover practices.

  • Separate designs handovers for iOS and Android

  • Design reviews with Pod Leads and Engineering Leads

  • Legal & CX input on copy changes

  • Testing app on Testflight and Sandbox

  • Design Head - Divyanshu Bansal, Manager - Vikram Rajkumar, Flow PM - Shivam Jainer

  • Discussions with Studio London on how to implement branding and typography into product.

  • Bi-weekly sprints with product, dev, and QA.

  • Design x Dev sessions between iOS and Android teams to modularize UI components, implement typescales and handover practices.

  • Separate designs handovers for iOS and Android

  • Design reviews with Pod Leads and Engineering Leads

  • Legal & CX input on copy changes

  • Testing app on Testflight and Sandbox

  • Design Head - Divyanshu Bansal, Manager - Vikram Rajkumar, Flow PM - Shivam Jainer

  • Discussions with Studio London on how to implement branding and typography into product.

  • Bi-weekly sprints with product, dev, and QA.

  • Design x Dev sessions between iOS and Android teams to modularize UI components, implement typescales and handover practices.

  • Separate designs handovers for iOS and Android

  • Design reviews with Pod Leads and Engineering Leads

  • Legal & CX input on copy changes

  • Testing app on Testflight and Sandbox

  • Design Head - Divyanshu Bansal, Manager - Vikram Rajkumar, Flow PM - Shivam Jainer

  1. Product detail page

  1. Lens selection

  1. Cart

Outcomes & Takeaways 🏁

Qualitative Outcomes:

  • +18.6% 'Add to Cart' uplift within 1 month of staggered rollout to 20% user-base

  • ~10% increase in PDP → Checkout initiations

  • -17% drop in prescription-related support tickets

  • ~3x increase in Gold membership engagement on PDP

Quantitative Outcomes:

  • New design adopted as default across categories (Contact Lenses, Sunglasses, Kids, Accessories)


  • CX team reported significant drop in “basic confusion” calls

  • Helped shift the org mindset from “build-and-ship” to “build-and-scale.”


  • Over a period of 8 months from initial rollout, app rating has grown from 4.1 ★ to 4.5 ★

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