Optiwow: Redesigning an Online Store for Kids’ Prescription Glasses
As the Lead UX/UI Designer on Optiwow, I redesigned the full e-commerce experience of the site: from homepage to product detail, filtering, cart, and checkout. My responsibilities spanned research, competitive audit, user journeys, wireframes, high-fidelity mockups, usability testing, and visual style definition (colors, typography, UI system). The goal was to deliver a shimmering, trustworthy shopping experience that reassured parents buying prescription eyewear for kids.
Challenge
Parents shopping for children’s prescription glasses face emotional and practical friction:
High anxiety around correct sizing, fitting, and prescriptions (will it suit my child’s face? Will it fit?).
Overwhelming choice: many frame styles, materials, colors — hard to compare.
Trust is essential: parents need assurance about returns, safety, and clarity of process.
The prior site lacked clarity in filtering, product details, and had a cluttered cart/checkout, which likely caused drop-offs.
Thus, the challenge was to reimagine the experience so that it was intuitive, calming, and confident — converting visitors into buyers with minimal friction and maximum clarity.
Methodology
Research & Definition
Competitive & Comparative Analysis
I reviewed leading eyewear & children’s glasses retailers (e.g. Warby Parker Kids, Zenni, local niche eyewear stores) to benchmark:
Filter patterns (age, face shape, material)
Product detail layouts (size charts, try-on previews, zoom interactions)
Trust signals (reviews, guarantee, return policy)
Checkout flows (guest checkout, progress indicators)
This audit revealed that top performers used progressive filtering, side-by-side comparisons, and clear size guidance alongside strong trust cues.
Heuristic & Site Audit
I ran a heuristic review of the original Optiwow site, uncovering usability problems such as:
Cluttered homepage hero with too many CTAs
Filters hidden or unlabeled
Product pages lacking clear size guidance or comparison tools
Checkout process spanning multiple pages with low transparency
User Interviews (Qualitative)
I spoke with 7–8 parents who had recently bought children’s glasses (or considered it). Key questions focused on frustrations, what they looked for, and pain points.
From these, I synthesized core insights:
Users want guided filtering (by age, face size) over raw specs
Product visuals and zoom/360 views drive confidence
Checkout must feel fast, transparent, with reassurance along the way
Some direct quotes:
“I was scared they’d pick frames that don’t fit my daughter’s face.”
“I just want someone to tell me, ‘this is for age 5–7, this is for 8–10’ — don’t make me guess.
Insight Synthesis & Opportunity
| Insight | Design Opportunity |
|---|---|
| Decision fatigue from many frame options | Introduce “Best Picks” / curated filters |
| Anxiety around sizing and fit | Embed size guides, examples, and face overlays |
| Need for trust and clarity | Use trust badges, guarantee statements, simple cart progress bar |
User Personas
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.
