JINS UX Redesign
B2C · Retail · Customization
JINS is one of Japan’s leading eyewear brands, offering innovative eyewear solutions through both offline and digital experiences.
Its existing online experience reflected the Japanese preference for presenting extensive information within a single page. However, as JINS expanded globally, the experience needed to evolve beyond this market-specific approach and accommodate diverse user behaviors.
This project redesigned the JINS online shopping experience to simplify complex product customization and improve the overall purchase journey.
UX Strategy
Core Problem
Information Overload
Too much information was exposed across the product detail pages, while buttons, dropdowns, and supporting content shared similar visual emphasis. This made it difficult for users to quickly identify important information and required actions.
Complex Lens Preview
Users entered the lens preview to test different lens options, but even previewing a single lens color required multiple interactions. Additionally, lens colors, coatings, and additional options were presented simultaneously, requiring users to make too many decisions within a single interface.
Purchase Friction
Required actions such as prescription input, shipping options, and add-on products were visually indistinguishable from secondary information, making critical tasks easy to overlook. Additionally, lengthy purchase information was repeatedly displayed throughout the checkout flow, increasing scrolling fatigue and purchase abandonment.
UX Strategy
Design Direction
Prioritize Essential Information
Restructure information hierarchy to ensure users can quickly identify important content and make informed decisions.
Enable Seamless Interaction
Leverage contextual interactions and progressive disclosure to create a more intuitive experience for key features such as lens preview.
Simplify User Flow
Break down complex processes into structured steps, helping users complete actions with less confusion.
EXPERIENCE DESIGN
Product Details
Reorganized Product Details
Product details were restructured around users’ decision-making flow. Essential information was given stronger visual priority, while secondary content was visually de-emphasized to reduce information overload. Key features, such as lens customization, were positioned closer to the purchase journey, allowing users to explore options and proceed more intuitively.
EXPERIENCE DESIGN
Lens Preview
Structured Preview
The preview experience was reorganized to prioritize visual exploration. Selected lens options and pricing information were separated at the top, while the preview area was emphasized to help users focus on frame and lens combinations.
Simplified Customization Flow
Lens color selection was reduced to two interactions, while additional options such as coatings and options were revealed progressively in subsequent steps to minimize complexity. Additionally, price changes from lens option adjustments were immediately communicated through alerts positioned near the relevant actions.
Product Listing Lens Customization
A floating lens color selector was introduced to help users explore lens colors across products without leaving the listing page. The control adapts during scrolling by collapsing into a compact state, maintaining access while keeping the focus on product browsing.
Wishlist Simplification
Japanese users often rely on wishlists to compare products before making a purchase. However, separate wishlist entries were created for every frame and lens combination, making the list unnecessarily complex. The redesigned wishlist groups lens options under each frame, allowing users to test and configure lenses while keeping their saved products organized.
EXPERIENCE DESIGN
Checkout Flow
Structured Checkout Flow
Complex checkout information was divided into clear steps, allowing users to focus on one task at a time. Required actions such as prescription input, shipping options, and add-on products were prioritized through clearer visual hierarchy, while supporting information was de-emphasized to create a more guided experience.
OUTcome