Lenskart
Lenskart
. overview
Aqualens, a Lenskart-owned brand, offers high-quality clear and colored contact lenses. Positioned as a budget-friendly yet premium offering, Aqualens pivoted in 2022 to meet the rising demand for stylish, cosmetic lenses for both prescription and non-prescription users. However, the digital experience failed to match its market ambitions.
Aqualens, a Lenskart-owned brand, offers high-quality clear and colored contact lenses. Positioned as a budget-friendly yet premium offering, Aqualens pivoted in 2022 to meet the rising demand for stylish, cosmetic lenses for both prescription and non-prescription users. However, the digital experience failed to match its market ambitions.
Challenge
Challenge
Outdated and inconsistent UI design.
Poor readability, especially problematic for contact lens wearers.
Cluttered content and poor navigation leading to difficulty in finding relevant product info.
Outdated and inconsistent UI design.
Poor readability, especially problematic for contact lens wearers.
Cluttered content and poor navigation leading to difficulty in finding relevant product info.
Opportunity
Opportunity
Create a user-first interface that supports quick, clear access to product information.
Integrate transparency and storytelling to build user trust.
Establish a visual identity that communicates affordability and premium quality simultaneously.
Create a user-first interface that supports quick, clear access to product information.
Integrate transparency and storytelling to build user trust.
Establish a visual identity that communicates affordability and premium quality simultaneously.
Timeline
Timeline
April 2023
April 2023
Responsibilities
Responsibilities
Ideation
Prototyping
Testing
Strategy
Integration
Refinement
Ideation
Prototyping
Testing
Strategy
Integration
Refinement
Disciplines
Disciplines
UI Design
User Research
Usability Testing
Interaction Design
Product Strategy
Conversion Optimization
Microcopy Design
UI Design
User Research
Usability Testing
Interaction Design
Product Strategy
Conversion Optimization
Microcopy Design
Tools
Tools
Figma
Figma
. background
. background
Our Vision
Our Vision
To create a seamless, trustworthy, and user-friendly digital experience that empowers users to confidently choose Aqualens as their everyday contact lens — focusing on comfort, affordability, and ease of decision-making.
To create a seamless, trustworthy, and user-friendly digital experience that empowers users to confidently choose Aqualens as their everyday contact lens — focusing on comfort, affordability, and ease of decision-making.
The Process
1
Research
User Research
Identifying Problems
Competitor Analysis
User Survey
2
Ideation
Visual Language
Major Improvments
3
Final Design
Design System
Final UI
4
Reflections
Post Design Outcome
Conclusion
. research
. research
User Research & Behavior Analysis
User Research & Behavior Analysis
Studied behavior patterns of lens users with a focus on ease of access and content clarity.
Interviews highlighted frustration with scattered information and inconsistent tone.
Studied behavior patterns of lens users with a focus on ease of access and content clarity.
Interviews highlighted frustration with scattered information and inconsistent tone.
Problem Discovery
Problem Discovery
Key issue:
Users couldn’t find or compare products easily.
Many abandoned sessions due to eye strain and text-heavy layouts.
Key issue:
Users couldn’t find or compare products easily.
Many abandoned sessions due to eye strain and text-heavy layouts.
Aspect
Need
Pain Point
Expectation
Desired Outcome
User’s Perspective
User’s Perspective
Clear product details, ease of use
Difficult navigation, poor readability
Transparent processes, relatable brand story
Confidence in purchase, minimal eye strain
Clear product details, ease of use
Difficult navigation, poor readability
Transparent processes, relatable brand story
Confidence in purchase, minimal eye strain
Brand’s Perspective
Brand’s Perspective
Convey trust, quality, and affordability
Low engagement and weak brand loyalty
Showcase product superiority and style
Stronger conversion and increased user time on site
Convey trust, quality, and affordability
Low engagement and weak brand loyalty
Showcase product superiority and style
Stronger conversion and increased user time on site
Solution → A website revamp that balances user needs with business goals.
Solution → A website revamp that balances user needs with business goals.
. research
Competitor Analysis
Competitor Analysis
To position Aqualens more effectively in the market, I conducted a comparative audit of direct competitors such as Bausch & Lomb, Alcon, and Freshlook. This included evaluating their website structure, product presentation, and user interaction design. The insights helped identify what Aqualens lacked—such as relatable visuals, smooth UX flow, and trust elements—and informed opportunities to bridge those gaps with thoughtful design.
To position Aqualens more effectively in the market, I conducted a comparative audit of direct competitors such as Bausch & Lomb, Alcon, and Freshlook. This included evaluating their website structure, product presentation, and user interaction design. The insights helped identify what Aqualens lacked—such as relatable visuals, smooth UX flow, and trust elements—and informed opportunities to bridge those gaps with thoughtful design.
After the redesign, Aqualens achieved a 47% increase in product discovery, a 60% boost in mobile engagement, and a 25% uplift in returning users. These results positioned Aqualens competitively not just in affordability, but in offering a visually superior and user-first digital experience.
After the redesign, Aqualens achieved a 47% increase in product discovery, a 60% boost in mobile engagement, and a 25% uplift in returning users. These results positioned Aqualens competitively not just in affordability, but in offering a visually superior and user-first digital experience.
. research
. research
User Surveys
User Surveys
To better understand user pain points and expectations, a series of targeted surveys were conducted with current and potential Aqualens users. The responses highlighted key concerns such as cluttered navigation, difficulty trusting product quality online, and challenges during checkout. These insights validated the need for a cleaner, more transparent interface and directly influenced the redesign decisions.
To better understand user pain points and expectations, a series of targeted surveys were conducted with current and potential Aqualens users. The responses highlighted key concerns such as cluttered navigation, difficulty trusting product quality online, and challenges during checkout. These insights validated the need for a cleaner, more transparent interface and directly influenced the redesign decisions.
. ideation
. ideation
Visual Language
Visual Language
Moodboard & UI Inspiration
Color Palette: Balanced bright accents (for energy) with neutrals (for clarity).
Typography: Large, clear fonts for high readability.
Imagery: High-definition photos and step-by-step guides.
Visual Storytelling:
A timeline-based "About Us" page connects emotionally with users
Microinteractions (hover, scroll) boost engagement
Icons and visual cues simplify complex data
Moodboard & UI Inspiration
Color Palette: Balanced bright accents (for energy) with neutrals (for clarity).
Typography: Large, clear fonts for high readability.
Imagery: High-definition photos and step-by-step guides.
Visual Storytelling:
A timeline-based "About Us" page connects emotionally with users
Microinteractions (hover, scroll) boost engagement
Icons and visual cues simplify complex data
. ideation
. ideation
Major Improvements & Design Decisions
Major Improvements & Design Decisions
Navigation:
Clean, minimal interface with clearly segmented categories.
Applied Hick's Law: Reduced number of choices to avoid overwhelming the user.
Navigation:
Clean, minimal interface with clearly segmented categories.
Applied Hick's Law: Reduced number of choices to avoid overwhelming the user.
Readability Focus
Large font sizes, high contrast colors, and optimized line height.
Implemented Miller's Law: Chunked content into bite-sized, digestible formats.
Readability Focus
Large font sizes, high contrast colors, and optimized line height.
Implemented Miller's Law: Chunked content into bite-sized, digestible formats.
Transparency & Brand Storytelling
Designed a timeline-based "About Us" page to show Aqualens and Lenskart's journey.
Explained the product development process using visuals and concise copy.
Used Gestalt Principles for visual grouping and continuity.
Transparency & Brand Storytelling
Designed a timeline-based "About Us" page to show Aqualens and Lenskart's journey.
Explained the product development process using visuals and concise copy.
Used Gestalt Principles for visual grouping and continuity.
Product Discovery Enhancement
Introduced visual previews and comparisons for easier decision-making.
Applied Fitts’ Law: Made CTA buttons more prominent and accessible.
Product Discovery Enhancement
Introduced visual previews and comparisons for easier decision-making.
Applied Fitts’ Law: Made CTA buttons more prominent and accessible.
Consistency & Whitespace
Unified spacing system and layout grid to guide the user visually.
Improved flow using ample whitespace, reducing cognitive load.
Consistency & Whitespace
Unified spacing system and layout grid to guide the user visually.
Improved flow using ample whitespace, reducing cognitive load.
Interactive & Engaging Elements
Quick product filters, scroll-triggered animations, and micro-interactions.
Interactive & Engaging Elements
Quick product filters, scroll-triggered animations, and micro-interactions.
. final designs
. final designs
UI for Launch
UI for Launch
. reflections
. reflections
Post-Design Outcome
Post-Design Outcome
Improved Readability: Users reported less eye strain and easier comprehension.
Stronger Trust: Transparency-focused content improved user confidence.
Brand Loyalty: Users resonated more with Aqualens' mission and story.
Increased Engagement: Aqualens experienced a 90% surge in social media engagement at launch, with followers growing by approximately 200% thereafter.
Improved Readability: Users reported less eye strain and easier comprehension.
Stronger Trust: Transparency-focused content improved user confidence.
Brand Loyalty: Users resonated more with Aqualens' mission and story.
Increased Engagement: Aqualens experienced a 90% surge in social media engagement at launch, with followers growing by approximately 200% thereafter.
. reflections
. reflections
Conclusion
Conclusion
The redesign of Aqualens created a modern, user-centered experience that reflects the brand's evolution. Through improved readability, interactive education, and compelling storytelling, Aqualens not only met user needs but reinforced its credibility as a leader in the contact lens market. This case exemplifies how thoughtful design and UX principles can transform digital presence and strengthen user trust.
The redesign of Aqualens created a modern, user-centered experience that reflects the brand's evolution. Through improved readability, interactive education, and compelling storytelling, Aqualens not only met user needs but reinforced its credibility as a leader in the contact lens market. This case exemplifies how thoughtful design and UX principles can transform digital presence and strengthen user trust.