Lens Checkout Redesign
Redesigning the lens selection flow to reduce backend friction, improve transparency, and significantly increase add-to-cart conversion.
Specscart is a UK-based online eyewear brand known for its 24-hour dispatch promise. Buying glasses online involves more than just picking a frame — customers must also select the right lens type, coating, thickness, and submit a prescription. This multi-step decision-making process was a significant source of drop-off, confusion, and post-order operational friction. The Lens Checkout Redesign was a ground-up rethink of the lens selection journey — the critical flow that sits between a user selecting a frame and placing it in their cart. The goal was to make this flow smarter, more transparent, and operationally efficient, so that both the customer and Specscart's lab team could move faster.
Specscart is a UK-based online eyewear brand known for its 24-hour dispatch promise. Buying glasses online involves more than just picking a frame — customers must also select the right lens type, coating, thickness, and submit a prescription. This multi-step decision-making process was a significant source of drop-off, confusion, and post-order operational friction. The Lens Checkout Redesign was a ground-up rethink of the lens selection journey — the critical flow that sits between a user selecting a frame and placing it in their cart. The goal was to make this flow smarter, more transparent, and operationally efficient, so that both the customer and Specscart's lab team could move faster.
Client
Specscart
Services
UX Research, Wireframing, High Fidelity Design, Competitor Analysis and Data Visualisation
Industries
E-commerce
Date
2-3 Months
Reading / Distance / Intermediate selected at Step 1 Prescription at Step 2 enables dynamic dispatch tags and power-based package recommendations Every option tagged with '24hr' or '7 Day' dispatch — full transparency Live lens preview on selected frame updates with each coating/tint choice Power-based lens upgrade recommended inline before order confirmation
Reading / Distance / Intermediate selected at Step 1 Prescription at Step 2 enables dynamic dispatch tags and power-based package recommendations Every option tagged with '24hr' or '7 Day' dispatch — full transparency Live lens preview on selected frame updates with each coating/tint choice Power-based lens upgrade recommended inline before order confirmation
Customer support team reported a significant reduction in post-order clarification emails related to lens type and prescription format. Lab team could begin processing orders without needing any follow-up — data completeness at checkout improved to near 100%. The 24-hour dispatch promise became reliably achievable for the majority of standard lens orders. Users selecting Transitions or mirrored tints now self-select with full awareness of the 7-day lead time — reducing complaints and expectation mismatch.
Customer support team reported a significant reduction in post-order clarification emails related to lens type and prescription format. Lab team could begin processing orders without needing any follow-up — data completeness at checkout improved to near 100%. The 24-hour dispatch promise became reliably achievable for the majority of standard lens orders. Users selecting Transitions or mirrored tints now self-select with full awareness of the 7-day lead time — reducing complaints and expectation mismatch.
Customer support team reported a significant reduction in post-order clarification emails related to lens type and prescription format. Lab team could begin processing orders without needing any follow-up — data completeness at checkout improved to near 100%. The 24-hour dispatch promise became reliably achievable for the majority of standard lens orders. Users selecting Transitions or mirrored tints now self-select with full awareness of the 7-day lead time — reducing complaints and expectation mismatch.