Overview
Since its first store opened in Bethnal Green back in 1996, Eye Emporium has been helping local communities listen up and look sharp. Fashion-forward, committed to clinical excellence, and capable of helping anyone (whether you’re 2 or 82) live life better, Eye Emporium is the independent eye care specialist that’s shaking things up – in the best way.
UX/UI Design
Shopify Development
Front-end Development
BACKGROUND
Eye Emporium had established a solid reputation on the ground, but its online presence was lagging behind. So, armed with a bold new identity (think striking colours, stand-out messaging, and – of course – a nod to the brand’s heritage) we were tasked with elevating Eye Emporium’s entire online experience. At its core, the website would be an e-commerce store built on Shopify. However, while some products (such as accessories) could be bought online, the site’s primary purpose was to encourage users to book an eye test at their local store. Once the new website was up and running, the team would then also be able to drive more footfall with ad activity.
THE CHALLENGE
DIMO had already generated lots of interest within the automotive, crypto, and IoT communities, with thousands of users and developers collaborating in their Discord and open-source initiatives. But with everything DIMO was looking to do, the business needed a way to communicate the short (and long-term) benefits beyond the early adopter crowd. This meant illustrating that, while its roots lie in the digital world, DIMO is, in fact, a real-life concept. Working closely with the DIMO team, the goal was to create a website that would speak to a range of audiences. And because DIMO’s entire ecosystem improves with each new driver (and their data), it had to be live as soon as possible.
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An all-new stock management strategy
The new brand and website were part of a bigger relaunch strategy. Although Eye Emporium had acquired multiple branches, a lot of these were still operating as if they were independent stores, and that meant inconsistent SKUs, different product lines, and a lack of clarity when it came to mindset and mission. So with the new Shopify site came a new stock management strategy – one that was more consolidated, more centralised, and tapped into a universal range of bestselling eyewear brands as a way to drive traffic.
Seamless shop and search – all via Shopify
We designed the site in a way that enables users to search for their favourite glasses in nearby locations so they can try on and buy in-person. We made sure this entire shopping experience was just as seamless in the back-end, developing an inventory management process that displays all live availability – without the need for complex product meta fields or third-party app integrations. But the real beauty of this Shopify setup is that it’s e-commerce-ready. As soon as the Eye Emporium team are ready to start selling prescription and non-prescription glasses online, they can. Just a few simple switches in the back-end and it’s good to go.
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