Titan Eyeplus in with the new
Titan Eyeplus is unchallenged leader in eyewear
In twelve years Titan Eyeplus has gone from a fresh venturer to leader in online eyewear industry, providing end-to-end services to millions of users.
Even after four years of rapid growth in offline stores, Titan Eyeplus’ mobile traffic no longer reflected the stature of the company. We followed an optimized UX strategy, tweaked and reworked and refined. This meant overhauling the overall experience and developing more sophisticated e-commerce portal.
Services
we provide
User interface
The goal was to provide good user interface with a seamless and intuitive experience for users.
User testing
Evaluated the product by testing it with the real users where they used the app and provided the feedback on its features and usability.
User experience
The focus is on designing a product that is easy to use, intuitive, and enjoyable for users.
Mobile web
Created the optimized web design for mobile devices, with a focus on usability and accessibility.
Iconography and illustrations
Created illustrations to communicate the message in an engaging and impactful way.
Motion design
Created engaging and visually appealing animations and convey information in both memorable and effective.
User research
Gathered insights and understanding about users' needs, behaviors, preferences, and pain points.
User acceptance testing
Conducted tests to ensure that a product or system meets the requirements and expectations of the end-users.
The
Challenges
Improving the conversion funnel from explorers to buyers to purchases and higher products viewed per customer on every visit.. along with an increase in the number of customers successfully checking out. Improving the user purchase journey by reducing friction at every stage of funnel was a key indicator of performance.
Improved conversion funnel from explorers to buyers and increased product views per customer per visit on the app
Improved customer experience and communication by highlighting total items in the cart, show product images, clearly displaying the CTA for place order. Introduced the cart memory in case users drop in the middle of their journey and come back to purchase the same. Assisting the customers with discounts and coupons at every level possible.
Improved the user purchase journey by reducing friction at every stage of funnel, fast discovery and incentivization
Fast selection by filter by target and by listing all the sub-categories directly. Introduced the modes of conversion try at home, visit nearby store, eye test at home or nearby clinic. Displayed offer banners right at the top of the screen. Displayed collections under different categories like brands, shape, lifestyle etc. Targeted all the customer cohorts. Displayed search recommendations along with the images.
The
Approach
We went through the existing metrics and pain points. Analysing user dropoffs and loop holes is a crucial part of our pre design process Which helps us gain valuable insights and define a direction across our team. When we come across certain numbers, and couple them with the clients requirements, certain solutions — just click.
Going through each and every screen to identify problems and user drop offs. There were a couple obvious issues and certain minute, and annoying bugs to squash. Both for us, and millions of other customers.
With the increasing number of clients, newer users, clients have a very peculiar set of requirements. PRDs help us keep track of our client's requirements throughout the duration of each project and collaborate across departments.
Best
Experience
Improved the conversion funnel and increased the purchase rate per customer.
Titan EyePlus provides Indian customers with world class experience
The main goal of the project was to target various explorers and increase the conversion rate. Improved the features like fast discovery and focused on grab user's attention by cross-selling, bringing sense of urgency, incentivize and ease in selection. Use of perpetual shopping carts to remember user's choices.
For us, the challenge was both straightforward and complex at the same time. We understood the industry and the business of Powerplay too, but to put all of that information in describing a logo is where we had to scratch our heads tougher.
The
Impact
We kicked off the project with a series of style tiles. Taking a multiple aesthetic approach, we worked closely with Titan’s team to define how products were to be perceived.
The new tile style was aimed at being adaptable and flexible. The idea was to power users to pick the right products, cutting needless diversions, while not oversimplifying the interface. To achieve a clean yet functional interface which made sense, we decided to show existing ratings of the products and the prices. The product detail page has been kept very clear and concise. We didn’t move away from the carousel but welcomed it. Sticking with global design patterns is very important in certain places, rather than reinventing the wheel. More information about the frames was made available through the screens with additional shipping information. We thought through various folds to meet both- the customer, and the business needs.
Between eliminating minor fixes and final user testings, our users loved using Titan's Eye Plus for mobile. Check out Titan Eye Plus on your mobile phone now. We think you're gonna love it.
Brucira team understood the problem statement clearly and gave a satisfactory deliverable to us. They were very proactive in their entire design approach. Their Design thought process was customer focused and was very simple.
Maneesh Krishnamurthy
Head of E-commerce & Distribution, Titan Company Ltd.
