Vision Express

Designing the Digital Experience from the Inside — Platform, Brand, and Beyond

Industry

Optical retail

Tools used

Sketch, Adobe XD, Illustrator, Photoshop, Wrike

Overview

As a digital product designer embedded within Dare’s onsite team at Vision Express, I contributed to the end-to-end design and development of a new digital platform. Operating in a fast-paced, evolving environment, I collaborated closely with cross-functional teams and the client, from early concepting through iterative improvements driven by user data. My role combined creative problem-solving with brand stewardship, ensuring every design decision aligned with both user needs and business goals.

Collaborated closely with the marketing team to define key requirements for each new digital initiative. Leveraged user data and insights to inform ideas, create wireframes, and shape solutions that aligned with both marketing goals and user needs.

Planning

Presented design concepts and mockups to key stakeholders, incorporating feedback to refine solutions. Focused on creating a seamless visual identity across both in-store and online touchpoints.

Development

The design evolved to work with the brand’s direction and shifting business goals. By staying adaptable and closely aligned with stakeholders, I ensured that every design decision supported both user needs and strategic objectives.

Review

Summer launch

For the launch of the Sun eCommerce platform, I redesigned product pages and streamlined the checkout flow to make online shopping faster and more intuitive. By simplifying key steps in the purchase journey, we improved the overall user experience and reduced friction at checkout.

Campaigns

For the Black Friday campaign, I created a full suite of assets for both digital and print. This included designing for a wide range of media—from web and social content to in-store signage—ensuring consistency and impact across every customer touchpoint.

Boosting email impact

Ongoing CRM updates involved adapting the brand’s tone and visuals for various platforms, especially email campaigns. By enhancing the placement and clarity of key CTAs, I helped improve user engagement and create a more seamless, effective brand experience across channels.

Sun Launch: Designing for Impact and Usability

For the latest Sun product launch, I led the redesign of the homepage to create a fresh, engaging look that drove online sales of sunglasses. This involved reworking the entire page layout, reprioritising content, and refining the user flow—from initial wireframes through iterative updates informed by client and customer feedback.

Key improvements included:

  • Prioritising critical information to guide users more effectively

  • Incorporating more product-focused imagery to showcase offerings

  • Highlighting the unique selling points (USPs) of online purchasing prominently at the top

  • Reducing vertical space on mobile to enhance usability

  • Developing content-rich pages that support deeper engagement

  • Partnering with a data analyst to study user interaction and validate design decisions

These changes resulted in a streamlined, user-centred homepage that better supports conversion goals and strengthens the brand experience across devices.

Portal Updates: Streamlining the Corporate Experience

In addition to working on the main site, I contributed to the redesign of the Corporate portal, refreshing its visual identity to better align with the overall brand. Collaborating closely with the Corporate team, I helped create a more concise user flow and simplified access to information, directly addressing client feedback and usability challenges.

Key improvements included:

  • Modernising the entire visual design for a contemporary, cohesive look

  • Developing responsive versions optimised for mobile and tablet devices

  • Reducing the number of steps in the sign-up process to improve conversion

  • Clearly distinguishing user paths for employees versus company representatives

These updates enhanced usability and engagement, providing a streamlined and accessible experience for all corporate users.

Simplifying User Experience

Throughout all projects, analytical data played a central role in shaping design decisions. I translated these insights into actionable requirements, ensuring that each design reflected user behaviour and business goals. While onsite, I collaborated closely with internal teams—including copywriters and project managers—to develop lean, focused solutions tailored to each digital brief. Leveraging the latest data allowed me to create simple, user-centred designs that effectively communicate key information.

Key improvements included:

  • Partnering with copywriters to refocus and prioritise critical content

  • Designing mobile-first layouts for improved accessibility and engagement

  • Introducing new visuals, such as on the Face Shape page, to guide users intuitively

  • Implementing accordions to reduce information overload and enhance readability

  • Optimising font sizes and page structure to suit the target audience’s needs

This approach ensured a streamlined user experience grounded in real user insights.