End-to-End UX/UI, B2B, SaaS, Startup
2023
Product Designer
PROJECT INFO
Scope
In 2022, Molina, a large healthcare company, teamed up with Zenni Optical to provide free medical eyewear to low-income families. Since many Molina users didn't have access to computers, the design was focused on mobile.
Problem
During my research, I discovered that users often felt frustrated with the lens customization section because there were too many choices and not enough visual guidance. I also found that 60% of users returned their orders because the glasses didn’t fit properly on their faces.
My Role
I worked as a Product Designer for 4 months on the project. I collaborated closely with the product manager, UX researcher, and marketing team.
Outcome
User engagement: 35% Conversion rate: 20%
Recognizing B2C shopping path problems
When I joined the team, my initial focus was on utilizing data from the design research team to analyze the shopping path on the Zenni website. I aimed to identify moments of user frustration in the B2C path and then optimize those aspects for the B2B path.
Enhancing User Experience Through Visual-First Customization Design
I redesigned the customization path from a non-visual and unclear layout to a highly visual and easy-to-understand interface. Knowing that our users are not heavy text readers and rely heavily on visual cues, I introduced icons for color, frame shape, and gender selection. The new design is minimal, avoids overwhelming the user, and makes it much easier for them to personalize their choices.
Incorporating virtual try-on (VTO) features
The monthly customer service report revealed that nearly 60% of returns were due to fitting issues. To address this issue, I propose adding VTO features. By doing so, users can make more informed decisions about the fit and style of their eyewear.
Simplifying the lens customization path
In Zenni's current B2C flow, users first select a frame and then add their prescription. In the new design user first select the lens based on their prescription, and thenthe system filters the frames that match their prescription.
