Tesco Opticians
Contact lens website
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About the client
Tesco is the largest retailer in the UK, and rapidly expanding globally. It has been the dominant online grocery retailer for many years, and has expanded its online operations to include many other niche stores.
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The brief
Tesco's existing in-store optical supplier wanted to create an ecommerce site, integrated into the Tesco.com website, but developed separately because of the requirement to store medical details for customers.
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The solution
Buying content lenses is a tremendously complicated process in the UK. Your specification defines the exact lenses you must be supplied, and no other lenses may be substituted, however similar they may be. This specification then has to be verified by the customer's optician before payment is taken and the lenses despatched.
We chose to model the user experience as much as possible on conventional ecommerce sites, with a basket and checkout system to ensure usability wasn't sacrificed, and the complexities of the process are largely hidden from the consumer – a fact that was validated by usability testing.
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Results
The website has proven very successful, with thousands of customers buying low-cost lenses. Tesco Opticians have now asked us to develop the site to include optical accessories, a project that is being launched in two phases. The existing live site has a redesigned home page, with the rest of the site redesign soon to follow.