LensCrafters needed an online foundation for a multi-year omnichannel strategy. We redesigned the site with the flexibility to scale and support e-commerce and other initiatives. The consumer journey drove the experience, which is personalized and consistent across channels. We used mega navigation menus to speed the path to product, targeted segments with relevant promotions, encouraged product exploration with large imagery, and provided guidance and ties to the in-store experience with “Find Your Look." After launch, LensCrafters used the redesign as a model for several global sister brands.
My Role
◊ Created consumer journeys to support the concept phase
◊ Collaborated on concepting of the digital
◊ Led the production of wireframes and user flows to support business requirements
◊ Concepted social activation ideas and partnerships with fashion brands
