Lenskart
Brand Experience

Problem Statement

Lenskart's digital customer journey faces challenges with navigation, making it difficult for users to find suitable frames and lenses. Complex pricing, slow checkout, and inadequate post-purchase communication create friction, reducing efficiency and overall customer satisfaction.

Research

Brand Personality

Lenskart’s brand personality can be primarily characterized by Sincerity, Excitement, Competence, and Sophistication. Ruggedness is less relevant in the context of Lenskart’s brand identity.

Brand Personality

Lenskart’s brand personality can be primarily characterized by Sincerity, Excitement, Competence, and Sophistication. Ruggedness is less relevant in the context of Lenskart’s brand identity.

Brand Personality

Lenskart’s brand personality can be primarily characterized by Sincerity, Excitement, Competence, and Sophistication. Ruggedness is less relevant in the context of Lenskart’s brand identity.

User Persona

Anagha

Student

A regular Lenskart customer

Age: 21

Location: Bengaluru

College Student

Analytical

Gender: Female

Summary

Anagha is a college student who frequently gets her vision checked and buys new glasses at Lenskart. She prefers to have comfortable frames that are also trendy and usually has an idea of what she wants when she walks into a store. She is open to explore but if she doesn’t see anything she likes in the first 10 minutes, she walks out as she is not willing to compromise on her glasses.

Frustrations

Finds it hard to choose the right frame as her vision is unclear.

Frustrated by the lack of larger mirrors and proper lighting to assess how the frames look.

Dissatisfied with unclear communication and information about pricing of lens.

Suresh

IT Employee

First Time Lenskart Customer

Age: 47

Location: Bengaluru

Working

Tech Proficiency: Moderate

Gender: Male

Summary

Suresh is a busy IT professional who recently noticed his vision getting blurry during work. Concerned, he visited an optometrist for a check-up and was advised to get glasses. As a first-time customer, Suresh decided to go to Lenskart as it was close to his workplace. Suresh seeks quick, efficient service without unnecessary delays as he is a busy man.

Frustrations

Lack of guidance and assistance provided as a first time customer.

Overwhelmed by too many options and upset that staff fails to provide clear recommendations.

Frustrated by inattentive and unknowledgeable staff.

User Journey Map

User Goal : To get an eye check-up and purchase new glasses that are both comfortable and stylish, with the help of her father for making a final decision.

User Journey Map

User Goal : To get an eye check-up and purchase new glasses that are both comfortable and stylish, with the help of her father for making a final decision.

User Journey Map

User Goal : To get an eye check-up and purchase new glasses that are both comfortable and stylish, with the help of her father for making a final decision.

Detailed Customer Journey Map

The detailed customer journey map for the user who is buying from lenskart for the first time.

Detailed Customer Journey Map

The detailed customer journey map for the user who is buying from lenskart for the first time.

Detailed Customer Journey Map

The detailed customer journey map for the user who is buying from lenskart for the first time.

In-Store Pain Points

Browsing

“The lighting in store can be slightly problematic. The warm lighting is definitely very inviting and makes the atmosphere of the store”

Staff Service

“They are also very short staffed for a store holding a product that needs constant assistance, because of which, they don't seem to be able to handle multiple customers”

Communication

Human-Centered Approach

"The person billing me wasn't willing to explain all the options available for the lens it seemed like he didn't understand the difference himself. He simply added charges to the bill and could not explain them. I had to look through their catalogue to understand what the charges were."

Designing experiences that prioritize user needs and behaviors.

Goals

Enhance In-Store Experience

Improve the physical shopping experience with clear product information and interactive tools.

Enhance In-Store Experience

Improve the physical shopping experience with clear product information and interactive tools.

Enhance In-Store Experience

Improve the physical shopping experience with clear product information and interactive tools.

Optimize Navigation

Simplify in-store navigation to make frame and lens selection easier.

Optimize Navigation

Simplify in-store navigation to make frame and lens selection easier.

Optimize Navigation

Simplify in-store navigation to make frame and lens selection easier.

Improve Self-Service Options

Provide user-friendly digital kiosks to assist customers when staff is unavailable.

Improve Self-Service Options

Provide user-friendly digital kiosks to assist customers when staff is unavailable.

Improve Self-Service Options

Provide user-friendly digital kiosks to assist customers when staff is unavailable.

Increase Transparency

Provide detailed size guides, lens compatibility charts, and clear pricing information.

Increase Transparency

Provide detailed size guides, lens compatibility charts, and clear pricing information.

Increase Transparency

Provide detailed size guides, lens compatibility charts, and clear pricing information.

User Journey Map Ideation - Post Smart Mirror

The user journey map idea after our solution is implemented in stores.

User Journey Map Ideation - Post Smart Mirror

The user journey map idea after our solution is implemented in stores.

Solution User Journey

The user journey map idea after our solution is implemented in stores.

Design Constraints

The AR mirror's taller aspect ratio limits horizontal space, making it ideal for a vertically stacked UI that maximizes clarity and screen area. Key interactive elements are positioned within a user’s natural line of sight, typically between waist and shoulder height, ensuring easy accessibility. Less interactive elements, such as instructions or alerts, are placed near the top or bottom to reduce clutter and guide users naturally. Interactive content, like buttons or hand gestures, is centrally aligned to maintain focus and accommodate various user heights. This design effectively leverages vertical space, ensuring a seamless and efficient user interaction experience.