Wiley X

In the competitive landscape of protective eyewear, Wiley X recognized the need to go beyond superior product design and craftsmanship. They aimed to translate their commitment to innovation into a seamless and engaging online shopping experience that mirrored the quality and functionality of their eyewear.

The challenge was twofold: first, to simplify and enhance the capabilities of their existing e-commerce platform, and second, to create a user-friendly interface that aligned with their dedication to innovation and design. This required a comprehensive approach, encompassing the optimization of core pages, streamlining user flows, and seamlessly integrating their brand aesthetic into the platform. The goal was to create a digital experience that was as intuitive and safe as the protective eyewear they offer, ensuring customers could effortlessly navigate the site, explore products, and make informed purchasing decisions.

Embracing a user-centric approach, we prioritized understanding the needs and behaviours of Wiley X's target audience. This involved conducting in-depth user research to identify key customer profiles and understand their pain points throughout the online shopping journey. By mapping out user flows and conducting A/B testing, we could optimize the platform for intuitive navigation and product discovery.

Our approach was to design a system that seamlessly integrates with Wiley X's brand identity. This system prioritizes clarity and intuitive navigation while delivering a visually captivating aesthetic. The result is a cohesive online experience that reflects the brand's commitment to innovation and design, ensuring customers can effortlessly explore products and make informed purchasing decisions.

The new UI prototype successfully addressed user frustrations and enhanced the user experience by simplifying navigation and reducing information overload. User testing revealed improved task completion rates and increased satisfaction levels with the browsing experience. Wiley X now benefits from a design system that makes it easier for customers to discover and interact with their products while maintaining a high standard of information delivery.

This understanding empowers online users to make informed purchasing decisions with confidence. The enhanced user experience has not only led to an increase in customer engagement but also showcased the effectiveness of a user-centric approach in driving sales and cultivating lasting brand loyalty.