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Improvising eyewear buying experience on Lenskart- A Product Design case study

A brief article to propose solutions for greatly enhancing spectacles buying experience on Lenskart Android app.


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Arnob Dey

2 years ago | 7 min read

About Lenskart

Lenskart is an Indian optical prescription eyewear retail chain. As of September 2019, Lenskart had over 500 stores in 70 cities in India.

Problem Statement

Users are facing increased difficulty/friction during their course of buying specs when on Lenskart Android app. Our solution should deliver a way for them to make their online specs buying experience delightful/smooth one so that they come back again to Lenskart for their future needs.

Who- Users who are in need of specs, shopping for specs.

What- Difficulty in choosing/buying eyewear(from listing page-to-shopping cart).

Where- Lenskart Android app.

Why- Mitigate fear of online eyewear shopping- resulting in coming back to Lenskart again for their future needs.

Project Scope

This case study seeks to propose a suitable and actionable solution limited only to improving buying experience on Lenskart- right from listing page to the shopping cart.

Target Users

  • First-time users (but having knowledge of online shopping experience).
  • Users of either Lenskart or of any its competitors.
  • Users who prefer buying specs in-store than online.

My Role

Strategy, Problem Scoping, Competitor Analysis, User Interviews & Surveys, Persona, Empathy Mapping, Customer Journey, User Flow, Information Architecture, Wireframes, Visual Identity & Design, Usability Testing.

Timeline

4 days

📱👈🏼 Click through prototype:

https://www.figma.com/proto/SGmDnETBBsyV5MnxneDRuf/Lenskart-click-through-prototype?node-id=1%3A4398&viewport=1371%2C606%2C0.20032350718975067&scaling=scale-down

Table of contents

1. Discovering the problem

  • Competitive analysis
  • User interviews
  • Usability Test
  • Heuristic evaluations

2. Defining the problem

  • Persona Creation
  • Customer Journey Map
  • Framing How might we (HMW)…

3. Developing the solution

4. Delivering the solution

5. ⬇️ ⬇️ 📱👈🏼 Click through prototype ⬇️ ⬇️

https://www.figma.com/proto/SGmDnETBBsyV5MnxneDRuf/Lenskart-click-through-prototype?node-id=1%3A4398&viewport=1371%2C606%2C0.20032350718975067&scaling=scale-down

1. Discovering the problem 🔍

a. Competitor Analysis

A brief article to propose solutions for greatly enhancing eyewear buying experience on Lenskart Android app.

Competition analysis (Coolwinks & Titan Eye Plus)
Competition analysis (Coolwinks & Titan Eye Plus)

b. User interviews (Qualitative analysis)

I started out by conducting user interviews with 5 Lenskart users to find out their pain points and what they think of the current app. The interview questions were centred on the in-app buying process. I also asked a few questions to find out the reason why the users use the product and what do they use it for. The questionnaire is provided below:

General Questions

  1. How long have you been using the app?
  2. How did you know about the app?
  3. Why do you use Lenskart? What do you use it for?
    a) Have you tried out other apps or platforms?
    b) If yes, how are they different?
    c) Why do you use Lenskart instead of other apps?
  4. How frequent / often do you use the app, say in a week?
  5. When do you usually use the app?

App Usage

1. What do you usually do after you launch the app? Do you mind showing me how do you usually use the app?

2. Is there anything that frustrates you when using the app?

3. Which feature in the app is the most important to you?

4. When do you usually use the app?

5. What do you like about the app?

6. What do you dislike about the app?

Buying process

  1. When was the last time you used Lenskart to buy something? Do you mind sharing your experience and how you feel about it?
  2. Describe your experience while purchasing an item on Lenskart from the beginning to the end.
    a) What kind of products do you usually look for?
    b) How often do you place an order?
    c) When is the last time you purchased an item?
    d) Do you already have the intention to buy a product before you use the app most of the time?
    e) How do you decide which eyewear to buy?
    f) Did you face any issue throughout the buying process?
  3. Have you had any bad experience?

💡 Key findings from User Interviews

  1. I found out that most of the users were in a highly confused state as to which eyewear would look good on them.
  2. Secondly many were concerned whether their chosen eyewear will fit them the best.
  3. Users disclosed that it was easy for them to decide on eyewear when they got opinions from their close friends, loved ones, etc.
  4. Almost all users agreed that that buying in-store would be very comfortable for them as they had a constant helping hand always available. Also noticed mentioning of eyewear, at the store, being much better organised.
  5. Users noted that the user interface is a little un-friendly.
  6. Each of the people I interviewed is critical about many ads being populated on the app so much so many banners seemed just another ad than an entry point to a collection.
  7. Many users had problems regarding when the power would be taken. They were hesitant to make payment upfront before providing power.

c. Usability Testing

After interviewing the users, I conducted usability testing with the users to identify pain points and issues in the Lenskart Android app. The app was tested from the seller’s and the buyer’s perspective. The users were asked to perform the tasks listed below:

Adding a powered eyeglass to the shopping cart

  • Find eyewear that you want to buy.
  • Find out more information about the eyewear.
  • Try out how the eyewear would look on you. If possible, get opinions from others.
  • Save the eyewear that you like.
  • Add the eyewear to your shopping cart.

During the usability test, users are asked to verbalise their thoughts. Follow up questions such as “why” and “tell me more about that” were asked to get users to elaborate on their thought process.

💡 Key findings

Product listing Screen

  1. In the beginning, from the product listing page, users felt themselves to be overwhelmed by the sheer no. of spectacles on display.
  2. Users prefer to look for something they are more familiar with(they don’t want to spend time browsing).
  3. Users were found to be confused and unsure how to trial eyewear they have selected from the product listing page.
  4. ‘Create 3D’ wording doesn’t sound anything useful to the user as a standalone feature as compared to the ‘Find My Fit’ feature as both of them convey to the user to find their Frame size and shape recommendation.
  5. Top position of ‘Create 3D’ and ‘Find My Fit’ at the to stuck to the header seem to be getting out of sight for the user. They are finding it difficult to find it at first.
  6. The value proposition for both ‘Find My Fit’ and ‘Create 3D’ feature seem to be the same as the output suggested are just exactly the same- Frame width range & Frame shape
  7. Clicking on ‘Recommended’ CTA takes the user to the ‘All Sizes’ tab instead of ‘Fits My Face’ tab in case there aren’t any eyewear in stock that matches the frame width recommendation.

Lens Type Screen

  1. Users stated as to feel confused with the wording- ‘You use eyeglasses for’. The options provided below doesn’t seem to compliment this text.
  2. Users found to be spending a far greater amount of time in making a decision and move forward to the next screen.

Product Detail Screen

  1. Quick action buttons- colour option, save, share, 3D Try-On aren’t legible to many of the users.
  2. Some eyewear prices have lens prices included but user envisions it to be the frame prices.
  3. Users felt the entire page to be too long to scroll.
  4. Users looking for clarity on warranty, comfort fit, ‘about’ the brand, delivery/expected dispatch date.

Lens Package Screen

  1. Users felt pricing to be over and above the prices mentioned in the product detail screen- hence were looking forward o a cheaper option (Anti-glare variant).
  2. No clarity on when power needs to be entered, submitted or the way it has to be conveyed to the Lenskart team.

Shopping Cart Screen

  1. Users losing trust after seeing ‘Gold membership’ already added to their cart.
  2. Users had to scroll down to have a look at the final price.
  3. ‘Part tax paid’ wording making nervous making users feel more tax may need to be paid at a later stage.
  4. Less awareness of amongst the users about the ‘Gold membership’ and its benefits.

d. Heuristic Evaluation

Next, I proceeded to analyze Lenskart’s current android app UX-UI to identify key issues. I have gone through and analysed each step to buying eyewear. The analyses are compiled as seen below:

2. Defining the problem 🎯

a. Persona Creation

Based on hearing to different stories and comments, I came up with a User Persona. consisting of their profiles, their mission statement, end goals and frustrations to better understand the user.

These personas described a typical user, their demographics, behaviours, goals, pain points and frustrations. User journey maps were also created for this personas. Users’ thoughts, feelings, pain points and various touchpoints were included in the journey map. This helped me to see their end-to-end experience from at a very granular level.

Persona of Rajesh Roy
Persona of Rajesh Roy

b. Customer Journey Map

Next, we develop a customer journey map for Rajesh to map out his experience over time, while in his buying journey from product listing screen till shopping cart screen.

Customer journey map for Rajesh
Customer journey map for Rajesh

c. How Might We (HMW) framing…

  • How might we make the users find their perfect frame in the shortest time possible?
  • How might we logically arrange and showcase information on the product detail screen with minimum scrolling?
  • How might we improvise pricing on product detail and lens package screen so as to up-sell the higher lens package variant to the user and at the same time ensure that he/she is making a good deal?
  • How might we better educate the benefits of Lenkart ‘Gold’ membership so that users themselves add it to the cart- a win-win for Lenskart?

3. & 4. Developing & Delivering the solution- 🎨

For solving:

How might we make the users find their perfect frame in the shortest time possible?

Solution:

For solving:

How might we logically arrange and showcase information on the product detail screen with minimum scrolling?

Solution:

For solving:

How might we improvise pricing on product detail and lens package screen so as to up-sell the higher lens package variant to the user and at the same time ensure that he/she is making a good deal?

Solution:

For solving:

How might we better educate the benefits of Lenkart ‘Gold’ membership so that users themselves add it to the cart- a win-win for Lenskart?

Solution:

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