Helping people access eye care more easily through online booking
Role
UX/UI Designer
Responsibilites
Wireframing Site Mapping Userflows Lean Branding
Timeline
Feb. 2024 - Mar. 2024 Jan. 2025 (Homepage Iteration)
42%
Weekly Revenue Increase
100+
Online Bookings Made
Problem
Lack of Online Presence and Booking Convenience Led to Missed Opportunities
City Optics was a well-established brick-and-mortar business but lacked an online presence to reach a wider audience and streamline customer interactions. Potential customers often searched for optical services online, but without a website, they had no way to explore offerings, book appointments, or engage with the brand outside store hours.
1
Solution
• 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. • Optimised for mobile responsiveness to ensure accessibility across all devices. Integrated a structured layout with clear calls-to-action (CTAs) to guide users toward booking an appointment effortlessly.
2
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
3
Research
Surveys
Competitor Analysis
Competitor Analysis + Gap
Limited Online Presence Among Competitors
Through a competitive analysis of optometry services in the Penrith, NSW region, I found that while several optometrists had an online presence, none offered the ability to purchase optical frames online. Most competitors relied solely on in-store visits for frame selection and 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 both optical services and online frame shopping—a unique advantage in the local market.
Empathise
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.
Sitemapping
Wireframe
Usability Testing Goals
CONTENT & COPY TESTING
Understanding the booking experience
To assess the clarity and usability of the online booking system by observing participants’ ability to navigate the booking flow, complete an appointment request without confusion, and understand key steps like selecting appointment types, times, and receiving confirmation.
Success Metrics
1. Comprehension Test Score (Y/N) 2. Number of confusions/errors
CONTENT & COPY TESTING
Understanding service offering
To evaluate whether participants can clearly identify the range of services offered, understand what makes City Optics credible, and determine if they have enough information to confidently choose City Optics over other optometrists.
Success Metrics
1. Comprehension Test Score (Y/N) 2. Readability Score
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
• Open the homepage and booking page design • Ask them to book an appointment for an eye test • Ask what they believe sets City Optics apart from other optometrists
Learning Goals
To test whether participants can successfully: 1. Navigate to the 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) 4. Identify what differentiates City Optics (e.g., professionalism, in-store experience, trustworthiness, ease of booking, or local credibility)
Test #2
• Ask the participant to imagine they’re choosing an optometrist for the first time • Ask them to browse the website to find more information about services, the business, or anything that helps them decide if they trust City Optics
Learning Goals
To test whether participants can successfully: 1. Locate information about the services offered (e.g., eye tests, contact lenses, designer frames) 2. Understand who City Optics is, including expertise, credibility, and local presence
Findings From User Testing
Ecommerce Aspect
Many users didn't reach the bottom of the page on the mobile experience and didn't know that there was an ecommerce aspect to the site.
Recommendation
Consider showcasing early on that there is an ecom aspect to the site. This is important for social trust and can help with conversion rate on both ends as well.
Social Proof
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.
Approach & Rationale
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:
Intuitive Booking Experience
Implemented an intuitive online booking system to simplify the appointment process and drive customer conversions which saw 42% growth in weekly revenue.
Stakeholder Collaboration
Led 2 feedback sessions with stakeholders to refine designs to ensure alignment with business objectives and user needs
Usability Test
Conducted usability test sessions with 5 participants, to gather valuable insights.
Clean User Interface
Integrated a structured layout and integrated Sunix software to guide users toward booking an appointment effortlessly.
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
