Contacts
Custom landing page for Contacts launch
Project details
Date: Q2 2024 | Client: Zenni
Role: Lead Product Designer | Tools used: Figma, Figjam
Skills practiced: UX Research, Design Systems, Visual Design
Project overview
At Zenni, customer needs drive our innovation. Recognizing the demand for a one-stop vision shop, we set out to introduce contact lenses as a new product offering. This launch impacted everyone from Creative to Customer Service and was a tremendous team effort. As Lead Product Designer, I was tasked with crafting a streamlined purchase path. I needed to understand the competitive contacts market landscape, common contacts wearers frustrations and purchase behaviors, and the constraints of our current operation. The UX process always keeps me rooted, and I find building from research to lo-fi wireframes to hi-fi UI is like painting on a canvas! The end result (including iterative testing and refinement via UserTesting), was a seamless customer experience. Given the scale of this launch, multiple Product Designers collaborated on the initiative. In addition to leading the overall vision, I was responsible for delegating tasks, managing the team, facilitating communication, and presenting updates to key stakeholders.
Project goals
The primary business objectives were to attract new customers to Zenni while driving overall sales growth.
Scope of work
As Lead Product Designer on this project, I provided the following services:
Team management, including intake of product feature requests and task delegation
User testing, including question writing and reporting
UX research, including personas, flow map, and competitive audit
UI responsive design compatible with design system
Wireframe development for multiple breakpoints
Design and behavior documentation for Development
Click on an image below to expand it.
Design process
1. Research
The Product Design team began with market research (thanks to our Research team!) to identify our target users:
Connie: Zenni customer, regular contact lens wearer
Bonnie: Zenni customer, casual contact lens wearer
Ronnie: new customer, regular contact lens wearer
Donnie: new customer, casual contact lens wearer
Understanding the landscape of the competitive contact lens market was crucial to our success.
Next, we created empathy and journey maps to track user goals, pain points, and emotions. Finally, we conducted competitive audits around experiences, UI patterns, and packaging to see what other brands were doing well or could improve upon. Through this research, we worked with Product Management to create product features directly mapped to user needs.
2. Design & Testing
Over the course of four months, we designed wireframes for the entire customer journey from homepage to checkout, in both mobile and desktop breakpoints. This process was only made possible by regular stand-up meetings, a tidy Jira board, and clear communication in Slack. The Product Management team hosted cross-functional stakeholders for three rounds of review, where I lead a walk-through of our UI patterns and shared design-thinking. It was crucial to get Development’s feedback on the features to ensure we would meet our launch timeline.
3. Launch
Thanks to our Development Team, we launched contact lenses as scheduled!
Final results
Demonstration of purchase path flow for contact lenses
Results and achievements
In just two months, 35% of contact lens orders came from brand-new customers, and an impressive 55% of all orders combined contacts with glasses—proving the power of our one-stop-shop vision!
Truly a team effort. We did it!
Future improvements
From our research, we discovered offering subscriptions would further improve the experience, specially for our regular contact lens wearers. We prepared designs for every touch point (and every error message!), so I am excited to launch this service when viable for the business.
Credits
Product Designers: Meghan Martin, Stiles Lowe, Shriya Pandey, Leif Swensen
Content Designer: Tammy Lee
Product Manager: Olivia Watson Lavrov