Objective
Enhancing product discovery & app navigation
To reimagine the experience with a product-first approach, enhancing discovery, streamlining navigation, and creating an immersive interface that makes exploring eyewear intuitive and engaging.
Industry
E-commerce | Eyewear
SERVICEs
Product Design | UI UX | Visual Design
Deliverables
Mobile App
Impact
130% increased CTR & 2x conversions
Original Designs
Key Research Findings
Navigation Structure
Small, dense widgets overloaded choices
Poor categorisation & hierarchy made browsing inefficient
Lack of personalisation forced manual navigation
Interaction Patterns
Horizontal scrolls had low engagement
Larger, bolder widgets outperformed others
Engaged users scrolled deeper into the page with intent
Content Clarity
Unclear product value & USP confused users
Lack of visual storytelling around products complicated discovery
Brand terms didn’t align with user search behaviour
Addition of Reels & Stories
Short videos and statics with engaging, immersive format that helped users grasp the ‘why’ behind products, increased engagement and nudged them toward confident purchases. This was ideal for lightweight storytelling around newer or feature-rich collections.
Introduction of Tabbed Navigation
We simplified product discovery for browsing by budget or intent through quick-access tabs. This reduced friction by surfacing the right products early. We chose a horizontal tab layout placed just below the header for maximum visibility and ease.
Collection & Landing Pages
Each landing and collection page was crafted to tell the story of a collection—combining branding, features, and product depth in a single experience.
Pre Home: Start Screen
As features were added, we introduced a focused entry screen to guide users based on intent. Pre-Home was designed to surface relevant paths to align with user intent and enable personalised content to add structure to the journey and improve discoverability.
Home Page
Each modular intervention—Reels, Stories, Tabs and Pre-Home—was a step toward reimagining the homepage. By observing user behaviour and layering features, we evolved the layout and hierarchy to reduce cognitive load, improve relevance, and guide users more intuitively through the app.
