OAKLEY
OAKLEY.COM SHOPPING OPTIMIZATION
highlights
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New Eyeware Customization Tool
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Omnichannel Shopping Integrations
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eCommerce Usability Optimizations
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Split Testing
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Internationalization
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Oakley recognized that users were overwhelmed by the nuanced customization options available online, and needed an intuitive shopping tool to assist them. After evaluating user behavior data and marketing objectives, our in-house team prototyped a new tool - the Lens Guide - that enabled users to configure a CG version of custom eyewear then purchase them online or "find in store" - a new backend capability that was introduced simultaneously with the launch of the tool.
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In parallel, the overall shopping funnel received an optimization refresh to streamline the purchase path and re-prioritize purchasing behaviors according to marketing objectives. Minor-to-moderate architectural adjustments were implemented across the sales funnel, from product landing pages through the shopping cart and checkout.
Site analytics were used to drive all design decisions, and then split-tests were conducted until the target level of confidence was achieved.
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All changes were also required to meet internationalization requirements so other markets were able to implement the design changes as needed.