White-label e-commerce for eye care providers
Helping eye care providers capture online sales without building their own platform
“Creating the online bridge between Eye Care Providers and their patients.”
Note: This project predates my B2B SaaS work. Included to show white-label platform design and multi-stakeholder UX thinking. Eyelation had been placing prescription eyewear kiosks across the US for 10+ years · 600+ locations, over 100,000 pairs sold. The challenge: how do you give individual eye care providers (ECPs) the benefits of e-commerce without requiring them to build and manage their own platform?
After years of placing kiosks the CEO decided to launch what they have called their “web order” program. This works by sending existing customers an email invite to order from Eyelation by clicking a link in their email. They are automatically logged in for ordering, and can easily take a new picture, upload a new prescription or order glasses using their benefits. Patients can do this all on their phone.
My Role
UI / UX Designer
Contribution
Branding, UX Design
Client Goal
“I do not want to displace eye care providers. I want to help eye care providers capture sales from everyone of their patients.”
Assist eye care providers (ECP’s) capture sales from every one of their patients. Bridge the space between a patient’s desire for convenience, and access to the quality eye care that you provide.
- Create store: ECP provides brand and contact info
- Invite patients: Send a branded invitation email
- Make sales: New revenue channel
All orders are processed and fulfilled by Eyelation… for a small fee.
The Store Front
Branded a white label
e-commerce platform
Give the 20% of the patients in your practice who want to buy glasses online an
awesome and proven experience to do so.
Outcome
Eye care professional’s patients generally vary in age. Keeping this in mind, we decided to target and brand the platform for 25-35 year olds. Based on Eyelations conversion metrics this target would result in a higher conversion rate.
Under The Hood
Custom CMS for ECPs
Outcome
A custom CMS connected to the Magento storefront. ECPs could upload patient lists, send branded invite emails, and monitor orders · all without technical help. The goal was to make running an online eyewear store as simple as managing a contact list.
