A NEW VISION FOR EYE CARE
Nearly 65% of the population relies on prescription eyewear to see the world clearly. But the process of getting great vision is anything but 20/20. Shoppers are inundated with complicated terminology, confusing promotions, long wait times, and unclear pricing. So Visionworks asked Arc’s Retail Design Group to rethink the eye care experience, and transform their retail environment into a seamless, simplified experience. I was Creative & Strategy Director, and key client contact for the program.
San Antonio, TX
Customer Journey Mapping
We did a deep dive into customer journeys, identifying pain points and moments of excitement along the way. We then developed an idea customer journey, focusing on touchpoint that make the most difference to simplify the process and exceed customer expectations.
Counter to how most eyewear brands are shopped, we made a significant shift in the way eyewear is merchandised: from merchandising by brand to frame shape. This allowed for a more easy and intuitive shopping experience, allowing shoppers to find their best fit for their face, reducing the overall selection time compared to shopping by brand.
We integrated digital tablets for in-take and check out, so shoppers can easily complete their profile forms and have an immediate understanding of insurance allowance, and simplify both in-take and checkout experience.
We introduced a central area for messaging and incorporated digital signage that displayed information about doctors, real wait times, and promotions. The digital display allowed for a more intentional use of signage throughout the store, solving an issue of cluttered messaging and visual noise in the previous design.
Frame trays give shoppers a way to select frames from around the store and try them on at a dedicated try on station.
In the exam area, we created moments for branded and education, messaging around reassurance and medical expertise.
And not to be forgotten, the associate break area was designed for refueling and custom graphics remind associates of the good work they are delivering to the world.
Pilot STOREs
We worked alongside the Visionworks marketing and construction teams, and developed the store concepts to be piloted for customer feedback. The new design was tested in two markets in Omaha and San Antonio with positive feedback from both customers and associates, and continues to be the brand standard for all new Visionworks locations across the US.
Rollout GUIDELINES
We developed a set of design guidelines inclusive of architectural drawings, fixtures, and signage to aid in rollout program, giving architects and designers a standard prototype to adapt each location.
