Role: UX Designer | Timeline: 10 days | Platform: Desktop Website
Challenge:
A significant portion of Warby Parker's user base has issues with the expediency of getting prescriptions and their lenses. Users feel disconnected with their optical care professionals and do not want to spend extra time searching for medical records or purchase histories. Users are interested in a virtual platform allowing them to “try on” frames and share photos on social media.
Solution:
Designing an e-commerce website true to Warby Parker’s brand in look and feel, but exist separately from warbyparker.com. This sister-website will connect the users to optical care professionals as well as record medical and retail history. Similarly, optical professionals can also input patient notes and prescriptions through the portal.
Product: Warby Parker - CONNECT
A desktop website serving as a one-stop portal connecting the user to all aspects of iatric optical care, partnered with a seamless retail experience.
DESIGN PROCESS
RESEARCH AND DEVELOPMENT
An extensive competitive analysis of similar eyeglasses retailers and online patient portals revealed that a combination site did not yet exist-- giving Warby Parker- Connect the opportunity to deliver a truly unique service. Competitive analysis evaluated similar eyeglasses retailers as well as online patient portals.
Creating a community where users can feel comfortable storing their personal and medical information, as well as sharing their interests was the major focus for Warby Parker- Connect. In addition to making the retail process simple and intuitive, it was important to be mindful about the privacy implications with an online patient portal.
Personal interviews with the target audience revealed users prioritize learnable navigation, minimal data entry, secure information, and convenient and simple communication with their medical professionals. The Warby Parker customer-centric brand adds substantial value for customers. User flow demonstrated that the least efficient part of the process was within interpreting and selecting doctor results and in inputting excessive information into forms for search capability.
USER PERSONAS
Developed to help sympathize and understand Warby Parker-Connect's potential users, these personas connect the audience to the product. Their backgrounds and narratives allow the client to understand and anticipate their target user needs.
DESIGN STUDIO
The original concept of Warby Parker- Connect unveiled a new way of connecting the user to tangible solutions for their optical needs. Each iteration followed a specific user flow based on collected data.
ADDITIONAL FEATURES
Warby Parker-Connect would allow users to sign up using their personal email or existing Facebook information. Here the user can look up past orders from Warby Parker and easily reorder using recorded prescriptions. Warby Parker- Connect would also allow users to find an optical care professional using filters for location, rating, and insurance coverage, as well as directly requesting appointments.
The retail side of Warby Parker- Connect will allow users to virtually “try on” lenses and the social feature will allow users to share photos with family and friends on their Facebook pages.
SELECTED WIREFRAMES
Mid-fidelity prototype was created using 25 different landing pages. Additional user testing with the prototype allowed for further iterations creatively catering to the user’s natural impulses and keystrokes. Ultimately the design featured an interface with the familiar, clean, trusting, look of Warby Parker. This secure portal would allow users to safely access their information.
MOODBOARDS
Moodboards help determine the website’s visual direction. The main objective is always to get in the minds of the end user. Warby Parker-Connect conducted a focus group to the moodboard exercise to gain more insightful feedback on the project’s visual approach. This valuable moodboard feedback is carried into the next stage to build more informed wireframes and designs that were guided by end user input.
Users trusted the retro and classic look from Warby Parker and wanted it to transition with Warby Parker- Connect, leading to the final landing page mockup.