Client
Contribution
UX Design, User Research,
UI Design, Prototyping & Testing
Major Contributors
Anirban Borah (UI/UX), Prakhar Singh (UI), Dhruv Wali (PM), Sourav Suri (PM)
Tools
Sketch, Google Analytics
Timeline
Dec 2017
Lenskart, Asia's largest eyewear brand. It is an omnichannel platform operating both online & offline in India, Dubai, Singapore and others.
Lenskart app comprises the widest college of eyewear and its app is in the number one position for online eyewear shopping. The collection includes computer glasses, reading glasses, contact lenses, anti-glare, goggles, specs,
Lenskart also gives the facility to try out the eyewear at home followed by eye accessories and prescription glasses.
Objective: Understand user preferences and behaviors regarding membership programs in the eyewear industry.
Conducted user interviews with Lenskart customers to gather insights on their perception of membership programs.
Analyzed competitor membership programs to identify strengths and weaknesses. There was only one popular membership program in India: offered by the food delivery app Zomato.
Performed A/B testing of the membership prototypes to find out usability flaws and new ideas.
Users prefer simple, solid offerings in membership programs over complex ones.
Simple and super exciting offers are easy to remember and spread like wildfire through word of mouth.
The "buy 1 get 1" offer is highly appealing to users and has the potential to increase membership adoption.
Lenskart has its own stores and manufacturing facilities. This completely removes the middleman and allows for cost savings, enabling the implementation of the "buy 1 get 1" offer without significant revenue loss.
Objective: Brainstorm ideas for the Lenskart Gold Membership program based on user preferences and market analysis.
Simplify the membership program to focus on a single, compelling offer: "buy 1 get 1" on eyewear.
Create a seamless user experience for signing up and accessing membership benefits on the Lenskart website and app.
Offer exclusive perks such as FREE home eyewear try-ons & check-ups, early access to new collections, and priority customer support for Gold members.
Objective: Design the user interface for the Lenskart Gold Membership program with a focus on simplicity and usability.
Membership buy page
Clear and prominent call-to-action buttons for signing up for the Gold Membership on the Lenskart website and app.
Intuitive navigation to access membership benefits, view purchase history, and manage account settings.
Personalized recommendations based on past purchases and preferences to enhance the shopping experience for Gold members.
Visual cues and touchpoints at the homepage, PLP, PDP, Cart & other pages to nudge users to buy Lenskart Gold Membership.
Responsive design to ensure a seamless experience across desktop, mobile, and tablet devices.
Use the same branding in marketing communications like online creatives and prints.
Nudge on app homepage header.
User will see "FREE with Gold" badge on cart's product cards if he is a member.
We created two different high-fidelity prototypes and tested them with our users.
The goal was to:
Determine whether a detailed offering or a simple, clear offering is more effective.
Evaluate the impact of real images versus icons in presenting offerings.
Test different copy themes to assess their effectiveness.
Key Insights:
Users demonstrated a clear preference for option 2 that prominently featured the "buy 1 get 1" offer as the primary promotion, along with other offers highlighted on the first fold.
This confirmed our initial hypothesis that maintaining simplicity and emphasizing compelling deals enhances user engagement.
Users favored Option 2, as it conveyed a sense of premiumness and presented offers in an appealing manner.
People often depended a lot on the first piece of information they came across. It was like when you heard a number or a fact first, it could affect how you thought about things later. This idea was discovered by Daniel Kahneman, who won a Nobel Prize for his work. He found that once people got that first piece of info, it could sway their decisions later on.
Dan Ariely studied this too. He found that even if the first number or fact wasn't very important, it still had a big impact on how we saw things, like deciding if something was a good deal or not. So basically, the first thing we heard could stick with us and shape our opinions without us even realizing it.
Objective: Roll out the Lenskart Gold Membership program to customers and monitor its performance.
Implementation steps
Integrate the Gold Membership program into the Lenskart website and app infrastructure.
Communicate the launch of the Gold Membership program to existing customers through email, social media, and in-store promotions.
Monitor key metrics such as membership sign-ups, redemption rates, and customer satisfaction to evaluate the program's success.
Collect feedback from Gold members to identify areas for improvement and potential enhancements to the program.
We launched Lenskart Gold Membership with Buy 1 Get 1 on eyewear as our primary offer. This decision was a resounding success, both from a revenue perspective and in terms of membership adoption.
This strategic move has positioned Lenskart ahead of competitors such as Titan Eye-plus and others, providing a distinct advantage in the market.
Increased Customer Retention
Gold members return more often, driven by exclusive perks. Data shows that Gold members visit online & offline stores almost twice as often as regular organic customers.
Improved Average Order Value (AOV)
Simple Buy 1 Get 1 discounts encourage members to add items or upgrade, boosting AOV by 2X in 92.4% of the cases.
No. of user who found new design engaging
38/50 in-store test
No. of user who found new design clearer
42/50 in-store test
Offline integration success
100% offline features. One can buy memberships from Lenskart or John Jacobs stores too.
The Lenskart Gold Membership program offers a simple yet compelling value proposition to customers, with its "buy 1 get 1" offer on eyewear.
By leveraging user insights and market analysis, we have designed an intuitive and user-friendly experience that encourages membership adoption and enhances customer loyalty.
Through continuous monitoring and iteration, we aim to further refine the Gold Membership program to meet the evolving needs and preferences of Lenskart customers.
