OptiWow
CASE STUDY
OptiWow is an innovative online store dedicated to providing prescription glasses for a unique and often challenging group: infants through pre-schoolers and special needs kids. Co-founded by a renowned pediatric ophthalmologist, OptiWow understands the crucial significance of precision lenses, frame fit, and comfort for a child's vision and overall well-being.
As a designer involved in the development of the OptiWow brand, my role was to create an intuitive identity and visually appealing website that enhances the shopping experience for parents and caretakers. By implementing user-centric design principles, I strive to ensure that every aspect of the website aligns with the specific needs and preferences of our target audience.
The Challenge
Online shopping has become an essential part of modern life, particularly during COVID when shopping precincts were not easily accessible. Online shoppers now expect the quality and service they receive online to rival or exceed the in-store experience.
The crucial role in the customer's decision to purchase from this particular store is intuitive user flow, sleek brand design, and simple, enjoyable, entertaining user interface.
When the client reached out to me, their first challenge was to revamp their website - the existing one looked outdated and wasn't easy to navigate.
Design Process
I started my project with a user-centric approach, addressing the brand design system and the entire user experience. During the project's different phases, I used various research techniques to gather data and incorporated the findings into the final product.
Competitive Analysis
I did detailed research on competitors' online stores to understand their strategies and success in the market. I navigated through online forums where parents share their experiences purchasing eyeglasses for their children. I came across comment sections on competitors' websites to identify challenges and used these findings to provide a better user experience through my online store design.
User Persona
Empathy Mapping
I used Empathy Maps to understand Jane's needs and get closer to what exactly she thinks and feels. This helped me in decision making and highlighting gaps in user data.
Task Flow & User Flow
After that I was able to create a user flow diagram that displays possible paths which users could possibly take while navigating the website.
Low Fidelity Wireframes
One of the primary goals of creating low fidelity wireframes is to ensure usability. I focused on making the website easy to navigate and use, which is essential for engaging users and driving sales. I tested the wireframes to ensure that the website's flow is logical and intuitive.
High Fidelity Prototype
One of the main goals of creating high fidelity prototypes is to provide a realistic representation of the final product to stakeholders and end-users. This allows them to experience the look, feel, and functionality of the product, giving them a better understanding of how it will work in the real world.
