REKS Optics: Improving the Digital Shopping Journey

REKS’s shopping journey lacked clarity — users had difficulty navigating product options, comparing features, and understanding value propositions. Many were overwhelmed by technical specs or confused by redundant information across product pages.
‍
• Choice overload: Dozens of similar-looking sunglasses with little context
• Lack of product differentiation: No clear hierarchy or side-by-side comparison
• Missing trust signals: Minimal reviews or user-focused content
• Slow load times: Especially on mobile, hurting engagement and conversions

The result? Users were bouncing fast or abandoning carts halfway through their journey.

• Simplify navigation: Create a seamless and intuitive shopping experience
‍• Support product discovery: Highlight key product specs and differences
• Boost conversion: Use UX best practices to increase product confidence and purchase rates‍‍

To understand how REKS stood against its competition, we performed a competitive audit comparing UX approaches among both direct competitors (like REI, Walmart, Warby Parker) and indirect ones (RIA Eyewear, Pepper's Eyewear).

We noticed consistent patterns — intuitive filtering, clean UI, and feature-rich pages — that REKS lacked. This highlighted a clear opportunity: adopt established design standards to remain competitive and enhance user trust.

We began by identifying what really matters to sunglass shoppers. Through two rounds of in-depth interviews and a quantitative survey of 43 participants, we uncovered the emotional and functional drivers behind their decision-making.

📋 Qualitative Insights
‍Participants shared that they:
• Struggled to find glasses that were both stylish and high-performing
• Felt overwhelmed by confusing site layouts and redundant filtering
• Desired social proof and expert-backed product guidance

👥 Qualitative Research
We conducted two rounds of in-depth interviews with individuals who had recently shopped for sunglasses or were actively considering a purchase. These conversations revealed key frustrations: difficulty navigating crowded product pages, uncertainty around technical specs, and overwhelming product choices without enough guidance.

To reflect our findings, we developed two user personas:
• Calypso, A design-conscious user who shops based on aesthetics, fit, and social influence
• Ace, A performance-focused buyer who values protection, durability, and expert input

Sample questions explored:
• What influences your decision when buying sunglasses?
• What challenges have you faced in finding the right fit?
• How do you navigate comparison across brands?

These personas guided our user journey mapping and feature prioritization, ensuring the final design met both visual and functional expectations.

To address the user experience challenges identified during research, I led the design of a streamlined information architecture and developed three key user flows — each supported by low- and mid-fidelity wireframes. This holistic approach ensured users could find, explore, and select products efficiently while aligning with REKS’s business objectives.

🧭 1. Information Architecture
I started by redefining the IA to clarify product categorization and optimize navigation paths. A top-down approach allowed users to access key areas (like sunglasses types or prescription filters) more quickly, removing guesswork and decision fatigue.‍

🧩 2. Navigation Flow
Recognizing the need for better wayfinding, I redesigned the menu system into a mega menu structure. The goal was to surface more relevant categories and align with the new IA. This change made browsing more intuitive and encouraged product discovery.

🔍 3. Filtering Flow
To reduce choice overload on product pages, I introduced a robust filtering system. By allowing users to sort by features like lens type or fit, this solution tailored the shopping experience and increased decision confidence.

4. Frame Finder Quiz Flow
‍Understanding that some users may not know what product suits them best, I designed a Frame Finder Quiz that acted like a guided assistant. This helped users feel supported in their shopping journey and minimized drop-off due to confusion.

I crafted a series of interactive, mobile-first wireframes and high-fidelity mockups in Figma, focusing on elevating the end-to-end shopping experience for REKS users.
‍
• Enhanced Navigation: I redesigned the homepage and site structure to provide clearer product pathways, making the browsing journey more intuitive and frictionless.
‍
‍• Improved Product Discovery: Product detail pages were reimagined to spotlight key specifications, quick-glance reviews, and comparison-friendly layouts. Streamlined filters—such as lens type, face shape, and activity use—empowered users to tailor their search with ease.
‍
• Increased Conversion Confidence: I applied UX best practices to reduce friction, build trust, and encourage purchasing behavior through improved clarity and accessibility at key decision points.‍‍

‍After implementing the new design, usability testing showed strong improvements:
• 📉 30% drop in bounce rate
• 📈 20% increase in conversion rate
• 🕒 25% faster product selection and checkout time
• 💬 Users reported feeling “more confident” about their purchases‍

This project was a powerful reminder of how user research and design thinking, when combined thoughtfully, can transform not just usability—but also business impact. By tuning into what users truly care about—whether it's aesthetics, technical features, or the reassurance of peer reviews—we crafted an experience that felt intuitive, relevant, and trustworthy.

What stood out most was how empathy, clarity, and structure are the unsung heroes of UX. Even a strong product can falter if the digital experience doesn’t support it. Through strategic research, clear information architecture, and iterative design, I helped REKS deliver a seamless user journey that reflects the quality and innovation of their eyewear.