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Erik Hosino
All work
E-CommerceResearchUI Design

Eyeconic.com Homepage Redesign

Eyeconic was the only online eyewear retailer where shoppers could apply VSP vision insurance benefits directly at checkout. That was a genuine advantage, but the homepage never said so. I led a redesign to make it the foundation of a clear value proposition.

Role
Lead UX Designer, Researcher
Focus
E-Commerce, Research, UI Design
Desktop and mobile mockups of the redesigned Eyeconic homepage, showing the eyewear hero, shopping actions, and vision-insurance benefits messaging.

The Problem

The existing homepage chased seasonal trends with frequently changing shopping messages and no consistent story. First-time visitors couldn't tell what made Eyeconic different from other eyewear sites. Many competitors sold comparable frames at lower list prices, while Eyeconic's connection to VSP, the nation's largest vision insurer, was nearly invisible.

Site metrics backed up the concern: bounce rates and drop-off were concentrated right at the homepage.

The pre-redesign Eyeconic homepage on desktop and mobile: a lifestyle hero reading “Use your vision benefits to save”, a brand logo strip, two promotion cards for a contacts discount and virtual try-on, an eye exam banner, a short accordion about section, and a featured product carousel.
The previous homepage was heavily focused on promotion, with little to no storytelling.

Research & Discovery

A six-person usability study and sentiment analysis surfaced three consistent findings. People couldn't explain what set Eyeconic apart. The frequently changing content felt disorienting rather than engaging. Most participants didn't know they could apply vision benefits toward a purchase.

That reframed the goal. This was an awareness problem, not a merchandising problem.

Design & Iteration

A first round of sketches went through sentiment testing to check direction. It was trending right but too vague. People wanted specifics: real savings numbers, recognizable frame brands, and reassurance about what happens if an order goes wrong.

Desktop wireframe of the proposed Eyeconic homepage: a hero reading 'The only place to use your vision benefits online', a VSP benefits value prop, an 'Easy as 1, 2, 3' process, a seasonal promo slot, and an FAQ, each annotated with its narrative role.
Research turned into a calmer narrative: the benefit up front, three clear steps, and the doubts answered before they're asked.

The High-Fidelity Direction

The high-fidelity direction put Eyeconic's insurance advantage in a year-round hero. A brand logo carousel showed the range from entry-level to luxury frames. A permanent benefits module displayed real-time discounted prices once shoppers connected a VSP plan.

Seasonal offers moved into a separate promotional slot so they no longer diluted the core message. A concise FAQ answered the questions shoppers most often arrived with.

Three mobile screens from the redesigned Eyeconic site: a dark hero reading 'Looking Out For Your Eyes' above a portrait and two shopping buttons, a pale blue screen reading 'VSP members can save up to $220' above a flat-lay of eyeglasses, sunglasses and a contacts box, and a beige seasonal screen reading 'Save 15% on contacts' above a contacts box set inside a wreath of autumn leaves.
The new homepage presented a clearer narrative. Extraneous design elements were removed, allowing the product to be the hero.
A seasonal promotional slot on the Eyeconic homepage, shown on a tablet: a navy banner reading 'All treat, no trick, save $50 on contacts' with promo code SCARY50 and a Shop Contacts button, beside two neon candy graphics labeled L and R that blink in turn.
A newly introduced promotional slot allowed seasonal messages to swap in and out seamlessly.

The Outcome

The redesigned homepage cut bounce rate by 18% and increased average engagement time from 10 to 25 seconds. It also contributed to 8% year-over-year sales growth across the site.