SportRx

How do you make a growing athletic eyeware 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.

Project Summary: 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. We’ve learned valuable things about how customer’s minds work. We’ve had an idea to ask for prescription information after the purchase, thinking that this would increase conversions. Turns out the opposite was true. We also learned that fewer choices results in better conversions, and removing certain customization options made better business sense.

With new technologies like Liquid Pixels for custom lenses and Virtual Try On in the pipeline, the future is looking bright for SportRx.

Role: UX Lead, Art Director

Deliverables: Flows, prototypes, design system, taxonomy, wireframes, design direction, personalization strategy

Activities: Discovery and brainstorming workshops, A/B testing, custom analytics tracking, stakeholder and SME interviews