Visionworks Website Redesign
Overview
Visionworks set out to transform its website into a more modern digital experience that better connects online shopping, eye care, appointment booking, and in-store experiences.
The broader goal was to simplify complex customer journeys while providing clearer choices, greater transparency, and better guidance throughout the experience.
My role: UX Designer
My focus: Onsite UX workshop, user flows, wireframes, and five UX design sprints
Project scope: End-to-end website redesign
Timeline: June - August, 2026
Industry: Eyewear/Optical Retailing
The project began with research and requirements gathering led by our research team, followed by experience strategy work that established the foundation for the redesign.
My involvement focused on translating those insights and strategic recommendations into the actual customer experience.
I participated in a two-day onsite UX workshop with the Visionworks team in San Antonio, where we presented and collaborated on the proposed information architecture, navigation, exam-booking experience, and shopping journey.
Following the workshop, I led the development of seven user-flow scenarios and moved into five UX design sprints covering key parts of the Visionworks experience.
Throughout the design process, I collaborated closely with content strategy and UI design to iterate on complex flows and turn the broader experience strategy into usable, responsive experiences.
Key solutions
Mapped seven end-to-end shopping flows across retail, insurance, mixed-product, and reorder journeys
Designed a new multi-person exam-booking experience while maintaining Visionworks’ existing two-step booking process
Created a more seamless contact-lens configuration flow that allows users to switch products without leaving the experience
Moved prescription verification to Step 1 of checkout so users understand the requirement before completing their purchase
Replaced the misleading “Add to Cart” CTA with “Customize & Build” to better set expectations for prescription eyewear configuration
Challenge
Visionworks' website needed to support several complex customer journeys, from finding a store and booking an eye exam to purchasing prescription glasses and contact lenses.
Many of these experiences required users to make interconnected decisions around patients, products, prescriptions, lenses, insurance, pricing, and fulfillment.
The UX challenge was not simply redesigning individual pages. We needed to create journeys that made these complicated tasks feel clear, predictable, and easy to complete.
Three areas became especially important during the design process.
1. Booking exams for more than one person
Visionworks' existing appointment experience only supported booking an exam for a single patient.
We wanted to introduce multi-person booking, allowing someone to schedule appointments for multiple people in one experience.
The challenge was adding this functionality without making the booking process significantly longer or more complicated.
Competitive experiences often required users to select an appointment and then repeatedly assign individuals one at a time, creating a loop that added unnecessary steps.
We wanted to avoid introducing that same friction while preserving Visionworks' fast, two-step booking experience.
2. Maintaining context during contact-lens configuration
Contact lenses create a unique ecommerce challenge because the selected product and prescription are closely connected.
When users need to change contact-lens products during configuration, sending them back to the product listing experience interrupts the task and forces them to move between browsing and configuration.
The opportunity was to create a more continuous experience where customers could change products without losing the context of what they were already doing.
3. Prescription verification at checkout
In the existing Visionworks checkout experience, prescription verification happened after the customer selected “Place Order.”
This created a confusing sequence. Selecting “Place Order” signals that the checkout process is complete, but users were then presented with another required prescription step before their order could actually move forward.
The challenge was to reposition verification so it felt like an expected part of checkout rather than an additional task introduced after users believed they were finished.
Solution
I redesigned key customer journeys to make exam booking, prescription configuration, and checkout clearer and more seamless.
1. Mapping seven customer journeys
Following the onsite workshop, I led the creation of a comprehensive user-flow diagram covering seven major shopping scenarios:
Retail eyeglasses
Retail contact lenses
Mixed glasses and contact-lens purchases
Insurance-based eyeglass purchases
Insurance-based contact-lens purchases
Mixed purchases using insurance
Contact-lens reordering
The flows considered multiple entry points, including the homepage, navigation, and search, as well as different outcomes such as ecommerce purchases, appointment booking, and store visits.
Mapping these journeys before moving deeply into page-level design helped expose relationships between products, prescriptions, insurance, and checkout.
Instead of treating each page as an isolated experience, we could design the site around how customers actually moved between them.
2. Designing multi-person exam booking without adding unnecessary steps
Book an Exam went through several revisions as we worked through how multi-person booking should fit into the existing experience.
I worked closely with the UI design team throughout these iterations, evaluating different ways to introduce the feature without making appointment booking feel cumbersome.
We ultimately designed an experience that supports both single-patient and multi-patient booking while maintaining the existing two-step booking process.
One of our key decisions was introducing multi-patient selection in Step 1.
When users toggle to multi-patient booking, they can select between two and four appointment time slots, which also indicates how many people they are booking for.
In Step 2: Patient Details, those appointment times are automatically assigned to Patient 1 through Patient 4, ordered from the earliest time to the latest. The user can then enter the details for each patient without having to manually match each person to an appointment time.
This avoids the repetitive loops we saw in competitor experiences and allows the additional functionality to fit naturally within an already streamlined flow.
The result is a new capability for Visionworks without turning a simple booking task into a significantly longer process.
3. Keeping users inside contact lens configuration
I designed the contact-lens configuration experience so customers could change products without leaving the configuration flow.
Rather than sending someone back to the product listing page and requiring them to find another product and re-enter configuration, like competitors do, product switching became part of the flow itself.
This was particularly important for contact lenses because the product and prescription are tied together.
Keeping these decisions together preserves the customer's context and reduces unnecessary movement between browsing and configuration.
The redesigned experience also supported multiple ways to provide a prescription:
Use a saved prescription
Enter it manually
Upload a prescription
Provide doctor information
Provide the prescription later
A progress indicator helped customers understand where they were in the process, while a review step surfaced their selections and pricing before they added the product to their cart.
4. Moving prescription verification to the beginning of checkout
I proposed moving prescription verification from after “Place Order” to Step 1 of checkout.
Instead of asking users to complete checkout and then unexpectedly introducing another requirement, the redesigned experience addresses prescription verification upfront.
The new sequence is clearer:
Step 1: Verify Prescription → Step 2: Fulfillment Method → Step 3: Payment → Step 4: Place Order
Moving verification earlier makes the requirement visible before users invest time completing the rest of checkout and establishes a clearer relationship between the prescription and the product being purchased.
Most importantly, it removes the disconnect created by asking users to take another required action after the interface has already suggested that their order is complete.
5. Add to Cart button confusion
I also reconsidered the primary CTA within the prescription eyewear shopping experience.
Customers cannot immediately add prescription glasses to their cart. They first need to configure their prescription and lens options.
Because of that, “Add to Cart” did not accurately communicate what would happen next.
We changed the CTA to:
"Customize & Build"
The new label better prepares customers for the configuration experience that follows.
Combined with clearer progress indicators, visible lens information, prescription options, and pricing review, the configuration experience provides customers with a better understanding of what they need to do before completing their purchase.
Results
The redesign created a more cohesive and connected digital experience across Visionworks' key customer journeys.
Complex tasks such as booking exams, configuring prescription products, providing prescription information, and completing checkout were redesigned to provide greater clarity, continuity, and transparency. The new experience also introduced capabilities such as multi-person exam booking while establishing UX patterns that could be used consistently across the broader website.
Performance metrics are not available at the time of writing this case study.