Enhancing user journeys and reducing drop-offs to create a seamless, scalable solution for eyewear shoppers worldwide
As Head of Design at MIRA Measure, Krisz shaped our brand's public appearance and led a marketing strategy that boosted sales. His customer-centered, analytic thinking and strong engineering background made him invaluable. He’s the kind of person you hire to tell you what to do. [ from LinkedIn ]
As the lead designer on this project, my role was to dive deep into product research and UX. The goal? To ensure every user, whether a first-timer or a seasoned online shopper, could navigate MIRA Cloud effortlessly and complete their purchase with confidence.
- The first launch of the app was cumbersome, causing the total 34% of buyers to abandon the purchase process.
- Only 66% of buyers who selected MIRA Cloud as their measuring platform completed the measurement and finalized their purchase.
- After selecting MIRA Cloud as their measuring platform, 24% of buyers forgot to complete the measurement, leading to a stalled purchase process.
- Every case required customer support intervention, overwhelming our client's capacity.
To understand the pain points, we kicked things off with some thorough user research. With a small team on my side, we surveyed our users, collected feedback, and analyzed the data to pinpoint where the journey was faltering. Additionally, I needed more information about the numbers so I asked the developers to set up trigger points throughout the entire process to analyze numerical data and understand general behaviors. It turned out, users were struggling at critical touchpoints, and we needed to make their journey smoother.
Surveying personas
We already had our client-verified buyer personas, so we knew the types of customers purchasing online. I needed to dig deeper to understand what was causing the issues, so together with the project team, we crafted specific questions and integrated them into the buying process. After the purchase was completed, we sent out a survey offering a discount that customers could use on their next purchase.
Back to the Customer Journey
Armed with insights from our research, we rolled up our sleeves and got to work. I initiated and led the focus meeting on the customer journey. I wanted to tackle it by brainstorming and sketching out ideas the old-fashioned way — pen, paper, and a whiteboard. It was good to see everybody in action. We produced a bunch of hypotheses about what, why, when, and how. The goal was to map out a journey that would not only guide users but also delight them.
The Takeaway:
- Improving user confidence for onboarding — Users were confused when they reached the app, as they didn’t recognize the connection between the webshop and MIRA Cloud.
- Enhancing post-purchase communication — After completing the purchase process, users were uncertain about what to expect next.
- User feedback integration and image review — Users expressed a desire to review their images before uploading them for processing, which we initially feared might discourage uploads.
- We reassured users by white-labeling the application, removing our logo and name, and replacing them with the webshop’s branding.
- We enhanced the experience by showing users what they ordered from the webshop and identifying which of their ordered glasses required measurement.
- To address post-purchase confusion, we designed a FAQ screen within the app that provided clear answers to common customer questions.
- Despite concerns, we implemented an image review feature in the app. To ensure its success, we also sought user input on what they should check when reviewing their images.
By addressing key pain points, we managed to boost the success rate of the customer journey from 66% to a whopping 95%. That’s a transformation we were proud of!
Further successes:
- We managed to reduce drop-off rates by 5%.
- We developed a tool that allowed professionals to measure digitally.
Final Thoughts
By the time I wrapped up the project, MIRA Cloud was a completely different experience. It was more user-friendly, efficient, and, most importantly, it solved real problems for real people.
Looking back, the MIRA Cloud project wasn’t just about building an app — it was about enhancing lives, one digital step at a time. The process taught me valuable lessons in user-centric design. My very first step into serious research, analysis and problem-solving.
Whether it was improving the customer journey, reducing drop-off rates, or making a tool that professionals love, every challenge was an opportunity to learn and grow.
