Reimagining the Prescription Glasses Customer Journey

Reimagining the Prescription Glasses Customer Journey

Project Summary

Date
01 January 2019
Client
Diff Eyewear
Category
Tags

The Mission

Launching a brand-new product is difficult, especially when your customers have no idea it’s coming. This is the challenge Diff Eyewear faced when starting prescription glasses with the purchase experience taking place entirely online. Adding a line of products without a seasonal buying cycle and a strong likelihood of customer loyalty was extremely important for obvious reasons.

The Outcome

We created a campaign that felt both fresh and familiar to our customers. The photography and design language were wholly new and aided in our vital mission of communicating newness. Next, we designed a web-based workflow for users to progress through ending with a fully customized pair of prescription glasses ready to be delivered to their doorstep in 2-3 weeks.

The Impact

When the campaign launched, it was an immediate success with Diff’s customers, new and established excitedly purchasing their glasses. Over 5,000 prescription glasses were purchased in the first six months, and 50,000 new subscribers added to our retention list. Prescription glasses were now a reliable revenue driver and a catalyst for further company growth in 2019 and beyond.

My Role

I helped art direct the editorial shoot with our creative director and helped transition to our new design aesthetic, which we would continue to develop over the next year. Most importantly, I spearheaded the design of an all-new web-based prescription buying experience. Also, I supervised the retouching of all editorial and product imagery.

Informing the Customer

A socially conscious brand at heart, Diff Eyewear, has donated over 1.5 million pairs of reading glasses to individuals in need around the world. The goal of this campaign was to launch prescription glasses in a fresh way for 2019. Diff wanted to entice current and prospective customers of sunglasses to purchase prescription glasses in the winter months while sunglasses were out of season. To accomplish this, it was determined that a slight brand overhaul would be necessary—new fonts, layouts, and photography styles were to be used.

The main challenge was to bring awareness to our customer base, who had no idea they could purchase prescription lenses from our website. To accomplish this, we ran ad campaigns with the updated creative to significant effect. Overall, the campaign was a success: our customer converted and bought a record number of prescription frames—a figure which has been steadily increasing ever since.

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CTOR Increase

Increase in CTOR for email performance over previous campaigns.

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New Sales

Prescription sales in the first calendar year from time of launch.

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New Subscribers

Subscriber increase from the year prior.

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A Mobile-First Experience

Designing for mobile is one of the most critical factors in any digital campaign. Through crucial metrics, the team at Diff knew our customer base primarily consumed our content through their mobile devices. With that in mind, we designed all content with a mobile-first priority.

The Gain

When the New Year, New View campaign was launched, it was an immediate success. Diff’s existing customer base latched on to the concept of buying their prescription frames online. New customers came in droves to purchase as well, with over 5,000 prescription purchases in the first six months and 50,000 new subscribers added to our retention list. The prescription campaign became a reliable revenue driver and was a catalyst for further company growth in 2019.

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Credits

Creative Direction
Amy Makkabi

Editorial Art Direction
Amy Makkabi, Christopher Hapner

Editorial Photography
Dan Busta

UI/UX Planning, Digital Design, and Retouching Supervision
Christopher Hapner

Retouching
Estrella Bonto

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