Project Overview
My Role
Tools
Team
Product Designer
Design team
Product manager
Backend team
My Role in the Project
Reseach
Copy writing
Low fidelity Wireframes
High fidelity Wireframes
Usability testing
Prototype
App store/ play store banners
Why Online Presence Was Paramount?
Lenskart’s success ride wasn’t just about physical retail- it leaned heavily on digital. The app and website served multiple strategic roles:
Bridging the trust gap: AI-powered try-on tools and rich visual experiences made online eyewear shopping experiential, reducing reluctance to buy without physically trying
Omnichannel convenience: Users could discover products online, test in-store, or even get eye tests at home-combining digital ease with tactile assurance
Market traction through SEO and social media: With ~61% organic traffic and hundreds of thousands of social followers, their digital channels were pivotal for acquisition & identity
Problem Statement
Why we needed to re-think home page
Angelin Wilson
Just now
A
Even though Lenskart has great features, the app’s homepage wasn’t helping users do what they came for. Important things like delivery info, who they’re shopping for, or their gold membership rewards were hard to find.
The page felt cluttered, with random offers and no personal touch. It didn’t show what the user might actually need at that moment. So, we decided to redesign it to make it clearer, more personal, and easier to use, right from the first screen.
GenZ
With the largest user segments in the 18–24 (39%)
Millennials
25–34 (36%) ranges
Who is our Target Audience?
Aged 18–35,
Angelin Wilson
Just now
A
A significant majority of users -around 62% —-are male; the rest are female
We did user testing..
Conducted a workshop, with GenZ audience
Qualitative Research
Number of Participants: 30
Location: Gurgaon
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Objective of the research
Understand user
expectations
Identify
pain points
Test
content relevance
Card-sorting
We used card sorting method to understand how users naturally group elements like the header, grid, and navigation. It helped us align the homepage layout with how most users think.
Great idea btw!
Angelin Wilson
Just now
A
How Users Navigate the Experience
With more research we came across
3 major problems
Header Accessibility & Personalization
Problem:
Users were unable to see location or delivery speed at a glance.
No clear indication of account profile or “Buying for” context.
Rewards/gold status not prominently shown—loyalty not reinforced.
Effects:
Key information like delivery details, user profile, and loyalty rewards aren't visible in the first fold.
Potential purchase abandonment.
Old design
A
Solutions:
Visible location and expected delivery time in header.
Profile avatar
Highlights: “Gold member” badge
Consolidation: location, profile, membership, cart & wishlist all in top nav- minimal clutter, high priority.
New design
Homepage Engagement for Gen Z
What we observed:
GenZ uses instagram and other video platforms to share love about what they buy and to get inspired on what to buy
What we observed:
GenZ follow their favourite Celebs on Insta and gets inspired by them, their style & their Lifestyles
What we observed:
GenZ uses stories to learn new things, understand concepts and stay updated on their favourite topics
1.
2.
3.
Totally relate!
Angelin Wilson
Just now
A
Solution
We Brought all these Stories, Reels, Celebs in the Lenskart App to inspire our audience and let them shop the latest trends, their favourite Celeb styles
Introducing REELS……
Problems
Static image banners failed to grab attention of Gen Z users.
No dynamic way to showcase product USPs or build excitement.
Launches like Harry Potter lacked visual storytelling and emotional impact.
And STORIES……
THE
Store
Goal:
How we solved:
Old design
New design
Entry points
Increase engagement with new launches and seasonal drops
Reduce bounce on the homepage
Create an emotional + visual hook through storytelling formats
Introduced a Reel-style vertical scroll interface inspired by Instagram Stories
Used motion, quick transitions, and text overlays to deliver product value quickly and visually
Made it feel like you’re “browsing a story” rather than “scrolling a product”
Created excitement around drops like Harry Potter or End of Season Sale through short-form, tappable cards
JUST DROPPED 👀
🔗 Check Out the Gen Z Guidebook
Here’s how we rethought Lenskart’s UX to match Gen Z’s speed, style, and scroll
Homepage Personalization & Relevance
Problem:
The older homepage (Image 2) lacked personalization — it showed generic content regardless of who the user was.
No clear callouts like "Recently Viewed," "In Your Cart," or personal preferences.
Static modules like “Recently Purchased” or banners didn’t reflect current intent or engagement.
Users had to manually find where they left off or what they were interested in — adding friction.
Old design
Effects:
Slower user journeys and task completion.
Low engagement and missed opportunities for re-engagement.
A disjointed experience—users felt the app wasn’t responding to their behavior or preferences.
New design
Solution:
The new homepage is hyper-personalized - with dynamic modules like:
"For Angelin" section
Tags like Recently Viewed, In Your Cart, and Buy it Again
Users can immediately pick up where they left off, reducing drop-off.
Makes the app feel tailored and helpful—building trust and delight through micro-personalization.
Putting it All Together: UX Flow Overview
Entry state:
Header instantly reflects “Delivering to [Name]”, visible Gold membership badge, rewards wallet, and compact quick-access icons (cart, wishlist, profile avatar).Dynamic content entry:
Instagram-inspired Reel-style video cards replace static banners, creating hype around new launches (e.g. Harry Potter collection) with short, swipeable product stories.Smart personalization modules:
Sections like “For Angelin” with tabs—Recently Viewed, In Your Cart, Buy Again—bring users back into their last interaction.Content blocks:
Contextual cards such as “Because You Browsed…”, “New At Lenskart”, “Picked Just for You”, and even store-created carts boost discoverability and intent-based curation.Journey starter grid:
Refreshed with intuitive icons and visual cues, helping users begin their shopping based on category, mood, or past behavior.Secondary sections:
Bestsellers, celeb-worn styles, AR try-on demos, and user stories add both inspiration and social proof.Persistent navigation:
Bottom nav bar remains clean and goal-driven—Home, Explore, 3D Try-on, Orders, and Profile—optimized for thumb reach.
This project taught me how to design smarter, not just prettier. I learned to think from the user’s context—what they need, when they need it. Most importantly, I understood how to build experiences Gen Z actually wants to engage with
Feels > features :))))))))
Angelin Wilson
Just now
A
Thank you for scrolling;)
Hope you enjoyed walking through the redesign
as much as I enjoyed creating it.
Feedback = free upgrades
for my UX brain
Rethinking Homepage:
A Smarter, Simpler Lenskart app
Redesigning the Lenskart app homepage to make it more personal, intuitive, and useful—so users find what they need, faster.