1-Click Checkout for Returning Users
GlassesUSA is a direct-to-consumer eyewear platform offering prescription glasses, sunglasses, and contact lenses online. It combines e-commerce with tools like virtual try-on and home fitting to simplify choosing eyewear.
Overview
About GlassesUSA
GlassesUSA is a direct-to-consumer eyewear platform offering prescription glasses, sunglasses, and contact lenses online. It combines e-commerce with tools like virtual try-on and home fitting to simplify choosing eyewear.
The project
This project focuses on the retention layer of the website, designing experiences that improve how returning users re-engage and shop again.
Goal
Design a returning-customer experience that reduces friction in reordering by using saved purchase data to help users quickly purchase new frames.
Buying prescription glasses is complicated.
After finding a new frame, returning users still had to repeat the full prescription and lens-selection flow from scratch. While reordering the exact same frame was supported, purchasing a new frame offered no personalized continuation of their previous experience.
- —Returning users showed 14% lower AUV.
- —Users had to repeat a 5-step lens and prescription funnel.
- —Returning customers experienced the same flow as first-time users.
One-Click Checkout.
Designed a streamlined flow that remembers the user's previous prescription and lens selection, allowing them to purchase a new frame without repeating the entire lens setup process.
Direct users to the right flow
Users can choose whether to keep their existing lenses and prescription or start a new lens selection flow.
Dedicated checkout
Bypass the lens funnel and cart flow entirely, bringing users directly to a pre-filled checkout with their saved details and prescription information.
Simple design that drives better results
These features help users make decisions faster, reduce cart abandonment, and increase average order value by allowing them to retain previously selected coatings and add-ons from past purchases.
Results per month
