Bupa Optical

bupaoptical.bupa.com.au
2019

Digital Design

E-Commerce

UI/UX

Role: UI Designer

To accelerate growth and compete with established market players, Bupa Optical recognised the need to expand its digital strategy.

IE Company was brought in to enhance Bupa Optical’s digital capabilities across their Shopify platform. With the aim to increase conversion and to create a shopping experience driven by validated improvements.

What I worked on:

01. UI/Responsive Design

02. Interactive Prototypes for Customer Testing

03. UI/Web Assets: Iconography, Site Illustrations & Banners

04. Product Photography Retouching

Over four agile sprints our cross-functional team; consisting of a UX Designer, Business Analysts, Product Owner, Developers and myself as the team's UI Designer, worked collaboratively with Bupa Optical to set out to improve the overall online experience.

Customer testing pinpointed specific pain points, desires and needs. Leading to the decision to make key enhancements to the booking experience for eye and hearing tests, a revamped store locator, and dynamic badging.

Focused Header

Previously, the ‘Book an Appointment’ link was lost amongst the other menu items, sitting secondarily above the primary category links. We refreshed the header, making ‘Book an Appointment’ a prominent feature through a button style CTA to clearly attract customers and to create a clear path to book an eye test via the header.

Informative Hero

Customer feedback showed that not many customer knew what exactly happens during an eye test as well as the types of appointments. A new module was added above the fold, below the hero banner, to direct customers to a separate page with key information. An extra CTA was also added to give customers another opportunity to access the ‘Book an Appointment’ flow, due to it being hidden in the mega menu on Mobile devices.

New & Cleaner Booking Flow

Allowing customers to easily see what type of appointments were on offer as well as a better view of Optometrists and their available dates/times.

Revamped Store Locator Page

Introduced CTA to easily allow customers to book an appointment based on their location.

Revamped Store Locator Page

Introduced CTA to easily allow customers to book an appointment based on their location.

New & Cleaner Booking Flow

Allowing customers to easily see what type of appointments were on offer as well as a better view of Optometrists and their available dates/times.

Revamped Contact Lens Page

Contact Lens Pages previously on legacy site, redesigned to match existing Shopify site design. With new dynamic badges to differentiate the types of lenses on PLP. As well as updates to the UI of the PDP and prescription order to match UI updates made to the booking flow.