Rolling out a kids portal that would garner confidence in customers and aid in the online buying process. 

 

Summary

I was tasked with leading a team in improving the customer buying experience for the kids glasses section of ZenniOptical.com

 

The Problem

Buying glasses online isn’t easy, especially for your kids. On average they need 2 pairs per year and the cost of those glasses adds up really quickly! Sizing can be difficult to figure out, you need help with fit after purchasing, then there are the materials, lens options, customizations, and special features. Needless to say, parents where having trouble, and the numbers were a clear sign of that. 


The Process

To start we needed to find out what our customers really wanted. We interviewed our customer service team, as well as our internal staff who’s children wear glasses. We also sent out a survey to our past customers and got an amazing number of responses. (1,953 to be exact!)

We asked about  their past purchase experience, biggest concerns about buying online, what materials their kids preferred. We then asked them to rank the priorities that mattered to them.

Tools:  Toluna Quick Surveys, UserTesting.com, and in-person interviews.

We sketched, tested some of our assumptions, prototyped and interviewed again. We learned a lot and in the end delivered a solid solution.

 

Our Solution

We create a landing page portal that focused on educating parents and kids about eye glasses and guided them through the process of purchasing glasses online. We highlighted clear sizing options, a guide to buying, a better selection of frames, detailed features and add-ons, and a robust FAQ’s section.

We introduced kids collections and also dove into some new studies highlighting the importance of protecting childrens' eyes from the sun. Our production and manufacturing teams also introduced new product offerings that supported the studies, offering state of the art optics for kids at an incredibly affordable price.

 

Results

  •  Doubled the sales of kids glasses on ZenniOptical.com (+$14M increase from the year before. Kids glasses went from 2% of the overall sales to over 12%)

  • #1 Ranking page on Google for the search term “kids glasses”

Beyond the numbers

  • For the first time on ZenniOptical.com, customer had a comprehensive plan for how to shop for glasses online.
  • Encouraged the