A cleaner way to shop for eyewear online
Aura sells glasses, sunglasses, lenses and contact solutions, with a strong focus on quality and accessibility. OPSIS Vision Care asked us to redesign the online experience so customers could find the right pair and buy it without second-guessing.
- Client
- OPSIS Vision Care
- Industry
- Retail & eCommerce
- Platform
- Responsive website
- What we did
- UI/UX DesignWeb Design & Development
What needed to change
Buying eyewear online is personal. Customers worry about fit, lens options and whether a frame will suit their face. The old journey asked too many questions at once, mixed frames and lens choices together, and didn't feel as premium as the products themselves.
The people we designed for
Frame shoppers
Want to browse styles, compare options and know the final price before paying.
Prescription customers
Need confidence that the lenses they order will be right for their eyes.
The OPSIS team
Manage products, lens options and orders without calling a developer.
How we tackled it
- 1
Listened to the shopper
We mapped how people actually choose frames, starting with style, then fit, then lenses, and rebuilt the journey in that order.
- 2
Separated the decisions
Frame selection and lens configuration became clear, separate steps, so customers make one decision at a time.
- 3
Matched the brand
A lighter, lifestyle-led visual language with generous product photography and clear pricing at every step.
The key features
Guided product discovery
Filters for shape, material, colour and price that help customers narrow hundreds of frames to a handful.
Step-by-step lens builder
Prescription, lens type and coatings explained in plain language, with the price updating as you go.
Streamlined checkout
Fewer fields, a clear order summary and a mobile-friendly flow that is easy to finish on a phone.
Responsive storefront
Designed mobile-first, because that's where most eyewear browsing starts.
What we handed over, and who built it
- Customer journey map
- Wireframes for every key page
- UI design for desktop and mobile
- Responsive storefront development
- Product, lens and order admin
- SEO setup and launch support
Project team
- Project manager
- UX/UI designer
- Frontend developer
- Backend developer
- QA engineer
Built with
What's different now
A shopping journey that follows the way customers really choose eyewear
Clearer product pages that answer fit and lens questions before customers need to ask
A storefront that finally feels as premium as the frames it sells
The insight we took away
Customers don't shop by product category, they shop by decision. Ordering the journey around “how will this look on me?” first and lens details second made the whole store feel easier. It's a principle we now apply to every product with options.
A project like Aura could suit you if…
- You sell products with sizes, options or configurations
- Customers abandon their cart or call with questions before buying
- Your online store doesn't feel as premium as your brand
Sound like your business?
Tell us where you are today. We'll share how we'd approach it and a realistic idea of time and budget.
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Read the case studyHave a project like this in mind?
Tell us about it. We'll share what we learned building Aura and how it could apply to your business.
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