The art of handcrafted eyewear

Out of scheme

The optical market is associated with a fossilized approach to the customer and sales - a process always associated with the need to visit the showroom and choose under the pressure of time.

The appearance of the Muscat company changed the view on communication with the customer, the presentation of the product and the sale itself. Their idea was to break a mentioned scheme. The optimization of this innovative online purchasing system was quite a challenge - apart from the standard sales process, muscat.pl went beyond the boundaries of the Internet - to the customers' home. We had to communicate all possibilities and ensure their understanding.

Goal

Home try on shopping experience optimization

Industry

E-commerce, Eywear

Platforms

01 Goals

Conversion rate optimization

We were asked to redesign the whole e-commerce selling process. The ultimate goal was to increase the conversion rate and deliver world-class user experience.

Home try on shopping experience optimization

  • A custom idea assuming exit from the schematics required
  • Higher conversion
  • Fast exploring

02 Process

Detailed discovery phase

We needed to understand the complexity and logistics of Muscat’s operation. That meant hours of workshops with founders and stuff. We did an audit of the previous website, analyzed numbers, conversions and customer journey.

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03 Effect

400% home try boost

The effect of months of our work was terrific! During the first month after new Muscat website release the most-wanted “home-try” conversion rate increased 4 times!

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Innovative model

A custom idea assuming exit from the schematics required redefining the impact on the user - website line. The classic shopping e-commerce assumes adding the product to the basket and finalizing the transaction.

Muscat has two such paths. The aforementioned classic and pre-existing home try-on. From the UX point of view, the core was a dressing room, but we also had in mind users using the conventional purchasing process - we wanted them to always be able to go directly to finalize the transaction. We wanted comfort, efficiency and intuitiveness while traveling through the muscat.pl store.

Home Try-on

Idea of home home try-on was easy - it assumed moving the process of matching the glasses with face shape at customers home.

It should increase the comfort of purchase but also it generated two problems that we had to deal with.
The first problem is loss of contact with the client - that is, the client's leaving the website during the purchase process. The second problem that arose is the process of self-return of chosen items by the client.

Returning

Home try-on landing page we created had one overriding goal - to keep the user on the site even when he tries on glasses at home. The main goal all the time was to keep in touch with the customer on the website.

By helping in choosing the right frames, possible upsells or getting all the necessary additional information about the process or the product. In addition, the home fitting room gives a very important convenience - time to make a choice.

Feed

Another approach that stands out from the standards is the product feed itself. Entering the product, in contrast to the classic approach, does not push the user into a new page.

It allows take a look at the product. Only the next click takes us to the product page which allows us to see the selected pair of glasses on the face of the model at different angles.

Sales aesthetics

Muscat.pl is a designer and innovative brand - its clients identify with extraordinary solutions and aesthetics. The first initial seconds define the impressions about site and what is its image in the prism of the customer's profile.

We had to remember that in Muscat.pl the spirit of the future has to be seen. In case of such projects, each element must be called a key element.

From process design to visual design. We could not tear them apart to ensure the best possible quality. The only way to fully enter is to actively participate in every aspect of creating the image presented on the website. Our UI designers clearly defined the criterion - consistency.

Immersion from interactivity

This procedure has two meanings - interactive and visual. Customers can see how the selected product looks at different angles. Thanks to this we have departed from the standard - flat - gallery and gave an interesting function that increases the immersion of the client in contact with the site.

Photo session

The assumptions of the mock-ups were consulted with the interface designers in the process of their design. The next step was to maintain the coherence of the website profile appearing in the line - colors - arrangement of elements - photos. The result of this approach was production and supervision of the photo shoots realized with models and resulting in specific pictures of products and vouchers.

Over exceeded results

Cooperation in consultation and active participation of both parties and clearly defined goals have produced tangible results.

Since the start of the new muscat.pl website the number of home dressing rooms has increased four times in the first month. The whole course of our joint activities and their effects has resulted in a regular service of Muscat.pl, the aim of which is to increase conversions and optimize the website.

Dawid Winter Co-founder of Muscat Eyewear

„Our customer acquisition cost went down by about 50% and our sale skyrocketed.
This was the impact of the engagement with Flying Bisons who added a great deal of value to the project on many different stages.”

Need to design new e-commerce experience?

Write to us at bison@flyingbisons.com
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