About the business
Óptica Mateos is a family business with two stores, one in Cáceres and another in Madrid. It presents itself to customers as a trusted optical shop with a loyal customer base, offering personalized and close attention. The eyewear selection is somewhat more premium compared to what their main competitors offer. In 2009, a friend of the owner suggested, on an amateur level, to create a website to provide an omnichannel experience and showcase the brands and services of Mateos Optics.
Current website
The website appears outdated and lacks substantial content, making it feel incomplete. Its information structure seems disorganized, making it difficult for users to find what they need efficiently. Additionally, unlike competitors such as Opticalia, Multiópticas, and MR Boho, who offer online purchasing options, this website doesn't provide the convenience of buying products or services online, which could put it at a disadvantage in the industry.
The process
Problem Statement
The owners know their customers very well and are aware that they lose recurrent and loyal customers when they leave the city. Even though they send orders through direct messages on Instagram, they haven't been able to dedicate time to find a solution to this problem. They understand that they could offer another sales option besides WhatsApp and Instagram as channels, but they lack the resources and knowledge among the 4 employees of the business. Their challenges included:
- Lack of real-time control of inventory in physical and online stores.
- Difficulty in maintaining the website.
- Issues encountered during migration of the entire catalog to the website.
- Heavy dependence on order management and customer service.
Industry research insights
- Omnichannel Experience: eyewear brands such as Opticalia, Multiópticas, and MR Boho offer seamless omnichannel experiences, allowing customers to transition effortlessly between online and offline channels. Integrating features like in-store pickup, virtual consultations, and online-to-offline promotions enhances convenience and accessibility for shoppers.
- Personalized Recommendations: brands like Warby Parker and Ray-Ban use customer data for personalized product suggestions, improving engagement and satisfaction.
- Virtual Try-On Technology: New brands offer virtual try-on features, allowing users to see how glasses and sunglasses look on their face before purchase, reducing hesitation and returns.
- Seamless Mobile Experience: Eyewear e-commerce leaders like Opticalia and Multiópticas prioritize mobile optimization, ensuring smooth browsing and purchase processes across devices.
Customer insights
I conducted a customer research and survey to gather insights into the online shopping experience for eyewear. A total of 50 participants were contacted through targeted email invitations and social media advertisements. The survey was conducted online and consisted of multiple-choice questions and open-ended responses.
Key Insights:
- Website Navigation Difficulty:
- 90% of respondents reported difficulty navigating the eyewear brand's website.
- Common complaints included confusing menu structures and lack of clear categorization for different eyewear types (e.g., sunglasses, glasses).
- Limited Product Information:
- 80% of participants expressed frustration with the lack of detailed product information on the website.
- Many cited insufficient descriptions, missing size guides, and inadequate imagery as barriers to making informed purchase decisions.
- Poor Mobile Experience:
- 86% of respondents highlighted issues with the website's mobile responsiveness.
- Challenges included slow loading times, unoptimized layouts, and difficulties in completing transactions on mobile devices.
- Checkout Process Friction:
- 64% of participants reported encountering problems during the checkout process.
- Issues ranged from payment errors and technical glitches to a lack of guest checkout options, leading to abandoned carts and frustration among users.
Overall, the findings underscore the importance of addressing website usability, enhancing product information, optimizing mobile responsiveness, improving virtual try-on capabilities, and streamlining the checkout process to enhance the online shopping experience for customers of this eyewear brand.
Main screens
