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Specsavers: Global Redesigning for Complex Journeys
A new digital era for Specsavers across 11 countries
Brief Context:
Specsavers needed a redesigned information architecture to support complex user journeys, such as booking vision or hearing appointments, while still accommodating simpler tasks like ordering glasses or accessing informational content.
Challenges:
• Their digital presence had to align with diverse user expectations across multiple markets while balancing usability for varied customer needs. Ensuring scalability and cultural adaptability were critical to the project’s success.
• We were, as with most projects, dealing with conflicting stakeholder priorities: Central Specsavers vs local market views.
• The team structure as it was in separate workstreams with slightly different goals that created dependencies on one-another and the pressure to hit our deadlines often times affected our morale and pace.
• It was the biggest client of the studio at the time bringing in the most cash, which meant we had to balance education, stakeholder management and quality of the work carefully.
• It was the first lead role for which meant a lot of learning on the job and managing my own expectations and stress for my team to thrive.
Impact and Results:
Increased customer engagement across e-commerce and appointment booking, Increased conversion, Increase in customer login and data acquisition The iterative approach ensured a user-centered and data-driven solution, aligning navigation with customer expectations.
In terms of numbers, the redesign delivered significant outcomes: desktop contact lens page views increased by 58.5%, desktop clicks rose by 139.6%, and mobile page views grew by 24.1%. Login rates improved by 18.2% on mobile and 33.4% on desktop.
How we did it:
As the Design Lead, I directed the project’s end-to-end process. We began by understanding user mental models through extensive research, including usability testing with InVision prototypes and unmoderated remote sessions involving users from different Specsavers markets. This research informed the redesign and identified key pain points.To validate our approach, we defined KPIs and conducted A/B testing to monitor the impact of navigation changes. When areas like “Find a Store” underperformed, we responded quickly with a two-week iteration cycle, redesigning and relaunching for better results.
Specsavers needed a redesigned information architecture to support complex user journeys, such as booking vision or hearing appointments, while still accommodating simpler tasks like ordering glasses or accessing informational content.
Challenges:
• Their digital presence had to align with diverse user expectations across multiple markets while balancing usability for varied customer needs. Ensuring scalability and cultural adaptability were critical to the project’s success.
• We were, as with most projects, dealing with conflicting stakeholder priorities: Central Specsavers vs local market views.
• The team structure as it was in separate workstreams with slightly different goals that created dependencies on one-another and the pressure to hit our deadlines often times affected our morale and pace.
• It was the biggest client of the studio at the time bringing in the most cash, which meant we had to balance education, stakeholder management and quality of the work carefully.
• It was the first lead role for which meant a lot of learning on the job and managing my own expectations and stress for my team to thrive.
Impact and Results:
Increased customer engagement across e-commerce and appointment booking, Increased conversion, Increase in customer login and data acquisition The iterative approach ensured a user-centered and data-driven solution, aligning navigation with customer expectations.
In terms of numbers, the redesign delivered significant outcomes: desktop contact lens page views increased by 58.5%, desktop clicks rose by 139.6%, and mobile page views grew by 24.1%. Login rates improved by 18.2% on mobile and 33.4% on desktop.
How we did it:
As the Design Lead, I directed the project’s end-to-end process. We began by understanding user mental models through extensive research, including usability testing with InVision prototypes and unmoderated remote sessions involving users from different Specsavers markets. This research informed the redesign and identified key pain points.To validate our approach, we defined KPIs and conducted A/B testing to monitor the impact of navigation changes. When areas like “Find a Store” underperformed, we responded quickly with a two-week iteration cycle, redesigning and relaunching for better results.
