Lenstore

My UX overhaul and brand and product transformation for E-commerce retailer Lenstore. Lenstore are part of Luxottica Group who also own Vision Express and Ray Bans.

Overview

As Product Design Director and Lead Designer, I conceptualised, art-directed, and led the end-to-end creative direction across both product and brand.

I developed and implemented a comprehensive product design transformation strategy that combined a full UX overhaul and a rebrand creating a consistent, scalable, and conversion-optimised experience for Lenstore’s global audience.

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Scope of Work

Hands-on UX and UI design, including creation, documentation, and management of a new design system.
Conducted UX research, user journey mapping, wireframing, and prototyping, alongside stakeholder workshops to align product vision.
Led rebrand and identity creation, coordinating with senior stakeholders and internal teams to ensure brand consistency and adoption.
Defined and implemented a CRO strategy, including UX reviews, analytics, and iterative testing.
Chaired cross-functional product meetings to assess performance and shape the product roadmap.
Served as brand guardian, ensuring design quality and consistency across all customer touchpoints.

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The Challenge

Lenstore’s existing e-commerce experience lacked a mobile-first approach, with data revealing significantly lower mobile conversions. Despite engaging two previous consultancies, the business saw no meaningful performance improvements.
Without a design system, development teams faced major inefficiencies, including:

Inconsistent UIs across territories and touchpoints.
A fragmented design language with 22 different button styles.
Significant design and technical debt slowing releases.
Low brand recognition and user engagement.

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The Results

The new product design strategy delivered measurable improvements across usability, brand impact, and business performance:

2× increase in mobile conversion rate following launch (2021 data).
11.8% overall year-on-year conversion uplift (reported November 2023).
2× increase in subscription sign-ups to the first stage of service.
Reduced transformation rollout time from 12 months to just 2 months - making the process 6× faster through an improved design system and delivery framework.
Improved brand perception and customer feedback, with consistent, modernised UI and stronger brand recall.

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