B2C · Retail · Customization
JINS UX Redesign
JINS is one of Japan’s leading eyewear brands, offering innovative eyewear solutions through both offline and digital experiences.
Its website packed product details and lens options onto a single page to serve Japanese shoppers’ preference for detailed information.
As JINS expanded internationally, particularly in the US, we reorganized product information and simplified customization and checkout for a broader audience.
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 options were presented simultaneously, requiring users to make too many decisions within a single interface.
Purchase Friction
Prescription entry and shipping choices were visually indistinguishable from secondary product information, making required steps 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.
Reveal Options Step by Step
Show additional lens options as users need them, reducing the number of choices presented at once.
Simplify User Flow
Break down complex processes into structured steps, helping users complete actions with less confusion.
EXPERIENCE DESIGN
Product Details
Reorganized Product Details
We emphasized essential product details, reduced the prominence of secondary information, and placed lens customization next to the purchase CTA.
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
We reduced lens color selection from five interactions to two. Additional options, including coatings, appear only when users select the relevant CTA, reducing the number of choices shown at once. Brief notifications above the CTA highlight price changes as users adjust their options.
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, the original wishlist created separate entries for every frame-and-lens combination, making it unnecessarily complex. We simplified the experience by saving only the frame in the wishlist and moving lens selection to the purchase flow.
EXPERIENCE DESIGN
Checkout Flow
Structured Checkout Flow
We divided checkout into clear steps so users could focus on one task at a time. We also separated prescription entry, shipping choices, and optional add-ons from supporting product information.
Outcome
