Nicolas Knight
Dashboard
eCommerce
SportRx
Summary
How do you make a growing athletic eye-ware eCommerce site even more successful? Sexy (yet highly functional) wizards… of course! And generally better experience that resulted in the sustained 50% annual growth for 2 years straight.
Client: SportRx
Role: UX Lead, Art Director
Activities:
- Discovery workshops
- Research & strategy
- Configuration flows
- Design direction
- IA
- Wireframes
- Conversion optimization
- Analytics tracking strategy
Process Detail
SportRx, a leading distributor of prescription active eyeware, wanted a new website, to stand their ground against fierce competition. Highly customizable lenses were SportRx’s key market differentiator, but also their top pain point. The lens technology, materials, tints, coatings, prescription types, combined with industry vernacular and optometrical nuances, made for a complex shopping process. We’ve set out to streamline lens selection with a kickass lens configurator wizard…. and the rest of modern eCommerce goodness.
SportRx became a long-time client of ours, with a focus on continuous growth. With release of many new modules, we used VWO testing platform to soft launch these features and make tweaks on the fly.
With new technologies like Liquid Pixels for custom lenses and Virtual Try On in the pipeline, the future is looking bright for SportRx.
💡 There is such a thing as reducing friction too much
Asking customers to skip the pesky task of uploading their prescription to after the purchase? Sounds like a great idea to boost conversions right? Wrong. We’ve made two mistakes:
- Didn’t apply the Sunk Cost principle.
- Didn’t tests this significant flow change before going live.
Having implemented this change, we saw a sharp decrease in prescription glasses purchases (and an increase in less profitable, non-prescription glasses). Having talked to a few customers, we found out the reason: Not being asked to upload the prescription document, customers had a lingering concern - “Will these glasses work with my prescription?” - which impeded the purchase confidence. We fixed that real-quick.
💡 Hick’s law in action
SportRx custom lenses are highly customizable, but unless you’re a dedicated eyewear nerd, perusing dozens of colors and finishing options is just too much for an average user. Decision paralysis is a common issue in eComm. We’ve simplified the selection process by bundling lens customizations into easy to understand and activity-specific bundles that significantly improved conversions.
Deliverables & Screens
Nicolas Knight
Dashboard
eCommerce
SportRx
Summary
How do you make a growing athletic eye-ware eCommerce site even more successful? Sexy (yet highly functional) wizards… of course! And generally better experience that resulted in the sustained 50% annual growth for 2 years straight.
Client: SportRx
Role: UX Lead, Art Director
Activities:
- Discovery workshops
- Research & strategy
- Configuration flows
- Design direction
- IA
- Wireframes
- Conversion optimization
- Analytics tracking strategy
Process Detail
SportRx, a leading distributor of prescription active eyeware, wanted a new website, to stand their ground against fierce competition. Highly customizable lenses were SportRx’s key market differentiator, but also their top pain point. The lens technology, materials, tints, coatings, prescription types, combined with industry vernacular and optometrical nuances, made for a complex shopping process. We’ve set out to streamline lens selection with a kickass lens configurator wizard…. and the rest of modern eCommerce goodness.
SportRx became a long-time client of ours, with a focus on continuous growth. With release of many new modules, we used VWO testing platform to soft launch these features and make tweaks on the fly.
With new technologies like Liquid Pixels for custom lenses and Virtual Try On in the pipeline, the future is looking bright for SportRx.
💡 There is such a thing as reducing friction too much
Asking customers to skip the pesky task of uploading their prescription to after the purchase? Sounds like a great idea to boost conversions right? Wrong. We’ve made two mistakes:
- Didn’t apply the Sunk Cost principle.
- Didn’t tests this significant flow change before going live.
Having implemented this change, we saw a sharp decrease in prescription glasses purchases (and an increase in less profitable, non-prescription glasses). Having talked to a few customers, we found out the reason: Not being asked to upload the prescription document, customers had a lingering concern - “Will these glasses work with my prescription?” - which impeded the purchase confidence. We fixed that real-quick.
💡 Hick’s law in action
SportRx custom lenses are highly customizable, but unless you’re a dedicated eyewear nerd, perusing dozens of colors and finishing options is just too much for an average user. Decision paralysis is a common issue in eComm. We’ve simplified the selection process by bundling lens customizations into easy to understand and activity-specific bundles that significantly improved conversions.
Deliverables & Screens
Nicolas Knight
Dashboard
eCommerce
SportRx
Summary
How do you make a growing athletic eye-ware eCommerce site even more successful? Sexy (yet highly functional) wizards… of course! And generally better experience that resulted in the sustained 50% annual growth for 2 years straight.
Client: SportRx
Role: UX Lead, Art Director
Activities:
- Discovery workshops
- Research & strategy
- Configuration flows
- Design direction
- IA
- Wireframes
- Conversion optimization
- Analytics tracking strategy
Process Detail
SportRx, a leading distributor of prescription active eyeware, wanted a new website, to stand their ground against fierce competition. Highly customizable lenses were SportRx’s key market differentiator, but also their top pain point. The lens technology, materials, tints, coatings, prescription types, combined with industry vernacular and optometrical nuances, made for a complex shopping process. We’ve set out to streamline lens selection with a kickass lens configurator wizard…. and the rest of modern eCommerce goodness.
SportRx became a long-time client of ours, with a focus on continuous growth. With release of many new modules, we used VWO testing platform to soft launch these features and make tweaks on the fly.
With new technologies like Liquid Pixels for custom lenses and Virtual Try On in the pipeline, the future is looking bright for SportRx.
💡 There is such a thing as reducing friction too much
Asking customers to skip the pesky task of uploading their prescription to after the purchase? Sounds like a great idea to boost conversions right? Wrong. We’ve made two mistakes:
- Didn’t apply the Sunk Cost principle.
- Didn’t tests this significant flow change before going live.
Having implemented this change, we saw a sharp decrease in prescription glasses purchases (and an increase in less profitable, non-prescription glasses). Having talked to a few customers, we found out the reason: Not being asked to upload the prescription document, customers had a lingering concern - “Will these glasses work with my prescription?” - which impeded the purchase confidence. We fixed that real-quick.
💡 Hick’s law in action
SportRx custom lenses are highly customizable, but unless you’re a dedicated eyewear nerd, perusing dozens of colors and finishing options is just too much for an average user. Decision paralysis is a common issue in eComm. We’ve simplified the selection process by bundling lens customizations into easy to understand and activity-specific bundles that significantly improved conversions.
Deliverables & Screens