Helping people access eye care seemlessly through online booking
Refer to bottom of page for design system file
Role
UX/UI Designer
Responsibilities
Wireframing Site Mapping Userflows UI Design
Timeline
Feb. 2024 - Mar. 2024 Jan. 2025 (Homepage Iteration) Jul. 2025 (Location Expansion)
OVERVIEW
Problem
There was previously a lack of online presence and booking convenience which resulted in missed revenue and customer acquisition
City Optics was a well-established brick-and-mortar optometry practice but lacked an online presence to connect with a wider audience and streamline customer interactions. While potential customers were actively searching for optical services online, the business had no platform to showcase its offerings, enable seamless appointment bookings, or engage with users outside of store hours, limiting both visibility and accessibility.
Solution
City Optics Website: We aimed to help users find the most convenient and accessible branch relative to their location and allow them to effortlessly book an appointment online
Designed and developed a clean, user-friendly website that effectively communicated City Optics’ services and value proposition.
Implemented an intuitive online booking system to simplify the appointment process and drive customer conversions.
Designed a scalable and intuitive interface for branch locations across Sydney
Project Goals
Seamless booking
Ensure the platform has an accessible and easy booking system for customers to use
Scalable design
Build a scalable design that can be maintained and adapted by the City Optics team
42%
Monthly Revenue Increase
100+
Online Bookings Made
THE JOURNEY
The Penrith region lacked easy access to eyecare...
By interviewing users and observing queries online, I found that:
Understanding the problem
We conducted surveys, interviews, and a thorough competitor analysis to understand the problem and the key pain points and opportunities.
Surveys
Competitor Analysis
USER RESEARCH
Key Insight: Booking an eye appointment in Penrith was not beginner friendly and lacked key questions
Through a competitive analysis of optometry services in the Penrith, NSW region, I found that while several optometrists had an online presence, many of them didn't offer online bookings or had a cluttered booking flow that lacked key questions, for e.g "whats the reason for your appointment". Most competitors relied solely on in-store or phone calls appointment bookings, creating friction for potential customers who preferred browsing and purchasing online. By bridging this gap, City Optics could position itself as a modern, customer-centric brand offering booking for both optical services and online frame shopping—a unique advantage in the local market.
Empathising with the user
42 Years Old | Father Of Two
User Story
Hey! I’m Mark, a 42-year-old working professional balancing a demanding career with family life. Between meetings, school drop-offs, and weekend sports, my schedule is packed. I rely on convenience whenever possible, especially when it comes to managing my health. I know regular eye check-ups are important, but I often put them off because booking appointments feels like an extra task. When I finally make time for it, I want the process to be quick, efficient, and stress-free. I also need prescription glasses for work, but I’d rather not spend hours in-store choosing frames—I just want a smooth online experience.
User Goals
• Book eye exams quickly without having to call or visit in person. • Purchase quality optical frames online with minimal hassle. • Ensure his family has reliable eye care without disrupting their busy schedule.
User Frustrations
• Finding time to book appointments during work hours. • Limited options for purchasing glasses online from local optometrists. • The hassle of in-store visits when a digital solution could be more convenient.
WIREFRAMES
USABILITY TESTING GOALS
CONTENT & COPY TESTING
Understanding what differentiates the business
To assess the clarity of the copy by observing participants’ navigating the home page and observing what pages they interact with
Success Metrics
1. Comprehension Test Score (Y/N) 2. Unique Value Proposition
EARLY CONCEPTS & WIREFRAMES
Location selection and booking process
To evalulate the duration it takes users to convert through the Book Now CTA and observe for inefficiencies in the completing the task
Success Metrics
1. Time on task 2. Click path efficiency
Participant Criteria(s):
5 Participants
1. Cohort: Has booked an eye test over the phone in the past month 2. Segment: Adults who also manage appointments for people other than themselves, e.g children, elders etc. These participants were chosen to reflect users with first hand experience booking appointments and greater scheduling responsibilities, making them ideal for testing the clarity and efficiency of the new booking system.
Usability Test
Test #1
• Ask participant to open up the homepage design • Ask participant to Navigate to the Services • Ask participant what differentiates City Optics
Learning Goals
To test whether participants can successfully: Identify what differentiates City Optics (e.g., professionalism, in-store experience, trustworthiness, ease of booking, or local credibility, service offering etc.)
Test #2
• Ask participant to open up the homepage design • Ask participant to Navigate to the locations page • Ask participant to Point Out where the contact details are for the branches • Ask participant to Select the branch closest to them • Ask participant to Book an appointment for an eye test
Learning Goals
To test whether participants can successfully: 1. Navigate to the locations and booking section easily without assistance 2. Complete the booking flow without confusion or hesitation 3. Understand key information (e.g., appointment types, available times, confirmation)
FINDINGS FROM USER TESTING
Click path efficiency on location booking experience
Many users spent a lot of time scrolling and browsing the homepage and branch specific page afterwards before making a book
Recommendation
Integrate Book Now CTAs into the location listing cards to reduce steps in the customer journey for booking, making it more efficient and driving higher conversion
The more effective form of testimonial
Most users didn't read the testimonials on the site itself and only paid attention to the Google Reviews.
Recommendation
Now knowing that most users trust Google Reviews as a form of social proof, remove the websites testimonial section and keep the Google Reviews integration only. This also helps reduce scrolling distance on the mobile experience.
SOLUTION
The final application took a data-driven, user-centered approach, ensuring that all design decisions were backed by research, usability tests and aligned with business goals. To summarise:
I designed a clean, structured website interface and integrated Sunix software to guide users seamlessly toward booking appointments, resulting in a 42% increase in weekly revenue. To ensure alignment with business goals and user needs, I conducted usability tests with 10 participants and led two stakeholder feedback sessions to refine the designs. Additionally, I implemented an intuitive branch selection and online booking system to simplify the appointment process and drive customer conversions.
Iteration
After building the first website, the client came back almost a year later to improve the homepage using data from the past year to make informed design decisions. These changes included:
✔ Refining language for clearer communication and user understanding ✔ Layout improvements to create a more intuitive and seamless user experience ✔ Redesign of CTAs to reduce cognitive load and streamline user interactions
