“Will it suit my face?”
Style, scale and fit are hard to judge from a flat product image. Without confidence, browsing becomes endless comparison.
Design response · recommendation in context01 Titan Eyeplus · E-commerce
Make online eyewear feel certain.
Redesigning the journey from “will these suit me?” to a confident prescription purchase—for one of India’s largest eyewear retailers.
01 / Premise
The stores already felt expert. The website made customers feel like they were shopping alone.
Titan Eyeplus had retail scale, trained optometrists and years of brand trust. Online, that advantage disappeared behind crowded promotions, brittle mobile flows and a purchase model that treated prescription eyewear like any other product.
02 / The disconnect
A premium service at the store.
A bargain bin on the screen.
The design problem began before usability. Customers who knew the physical stores could not recognise the same care or authority online.
The inherited experience
Everything was present.
Nothing was in charge.
Products, categories, promotions and virtual try-on competed at the same level. On mobile, the desktop catalogue compressed into an even noisier version of itself.
- 01Sub-brand visuals obscured Titan Eyeplus
- 02Browsing began with filters, not intent
- 03Fit and prescription help arrived too late
03 / Reframing the brief
Conversion was the metric.
Uncertainty was the problem.
“Will they get my prescription right?”
A medical detail sits inside a retail transaction. The flow needed the clarity of a form and the reassurance of an optometrist.
Design response · staged lens decisions“What will I actually pay?”
Coupons, loyalty points and lens costs appeared across separate steps. The total only became legible at the moment of commitment.
Design response · one visible billDesign thesisDo not reproduce the store on a screen. Reproduce the store’s ability to make the next decision feel safe.
04 / Research lens
Two shopping postures.
One architecture.
Research clustered around two recurring behaviours, not demographic personas. One shopper needed careful guidance; the other wanted the site to remember what they already knew.
Needs fit explanation, prescription reassurance and visible returns before committing.
Needs remembered preferences, efficient filters and a short route back to a trusted frame.
05 / Journey architecture
Every screen had one job:
resolve the next doubt.
Where should I begin?
Browse by recognisable category and intent.
Which frames are for me?
Filter without losing the product field.
Will this work?
Make fit, dimensions and delivery concrete.
What am I agreeing to?
Clarify lenses, benefits and final price.
See the full low-fidelity wireflow+
06 / Orient
Make the homepage
a useful front door.
We moved from a wall of campaigns to a category-first browsing model. Marketing still had room to move, but the customer’s route into the catalogue no longer depended on reading a banner.
- Intent-led categories before offers
- Retail-scale proof near the first decision
- Store discovery remains part of the journey
07 / Narrow
Let people browse widely.
Then make it personal.
A catalogue this large needs structure without making shoppers define themselves too early. Persistent filters support deliberate search; “My Fit” offers a softer layer for people who know the feeling they want, not the terminology.
Feature move / My Fit
Recommendation without a detour.
Instead of sending shoppers into a separate quiz or camera flow, the recommendation layer lives directly inside the catalogue. Turn it on, keep browsing, and preserve every familiar control.
Old pattern
Leave the catalogue → complete a flow → start over
Shipped pattern
Express intent → narrow the same catalogue → stay oriented
08 / Judge
Answer the questions
the product image cannot.
The product page was reorganised around fit confidence: what the frame looks like, how large it is, whether it supports the customer’s lenses, when it will arrive and what happens if it is wrong.
Dimensions over labels
Bridge, temple and lens width replace the ambiguity of “medium.”
Care before fashion
Delivery and expert help stay adjacent to the buying decision.
Action within reach
The primary purchase control persists on narrow screens without hiding the product context.
09 / Commit
One cart.
One honest total.
The old journey distributed discounts across three separate dialogs. We brought coupons, Encircle points, Tata Neu rewards and the itemised bill into one visible decision surface.
Product+Lenses−Benefits=What you pay
10 / Post-launch signals
The calmer journey
moved the commercial one.
Reported across the first 90 days after launch using e-commerce analytics and internal order data.
Measurement ledger
What moved, and how it was measured.
The before/after values use the same definition on both sides. Percentage points are kept separate from relative percentage change.
MeasureBaseline → outcomeMovementSource
Click to conversionProduct-page click → completed purchase
Before3.3%→After3.8%
+0.5pp+15.2% relative
GA4Enhanced e-commerce
Average order valueRevenue ÷ completed orders
Before₹3,560→After₹4,200
+18.0%+₹640 per order
GA4Purchase events
Cart abandonmentCarts without a completed order
Before68%→After46%
−22pp−32.4% relative
GA4Checkout funnel
Monthly ordersAverage completed orders per month
Before~65k→After86k
+~21korders / month
OMSInternal order data
Pages per sessionAverage browse depth per session
Before3.77→After5.2
+38.0%+1.43 pages
GA4Engagement report
11 / Reflection
What the project changed
in our practice.
Eyewear showed us that e-commerce is not always a funnel problem. When the product is personal, medical and aesthetic at once, progress comes from resolving uncertainty in the right order.
The most durable design move was not a new feature. It was deciding what each screen needed to make true before asking the customer to continue.
Working principleConfidence first. Commitment second.