A Digital Flagship
Built for the World
Eyewear / DTC Retail | Website Development & Digital Branding
A ground-up website rebuild and an evolved brand identity system gave Lensworth & Co. the digital foundation to launch confidently into international markets.
Enterprise
Eyewear / DTC Retail
Redesign website and digital brand identity for international market expansion
The Business Problem & Big Picture
Business Problem
Lensworth & Co. had disrupted the eyewear industry with their direct-to-consumer model, but their digital presence had not kept pace with their ambitions. The existing website was built on an aging infrastructure that struggled with load times, and the design felt inconsistent across different product pages. As the brand prepared to enter international markets, these shortcomings became impossible to ignore.
The brand identity also needed evolution. What worked for a scrappy DTC startup did not translate to a globally recognized lifestyle brand. Typography, color systems, iconography, and visual language needed to be refined and codified into a system that could scale across markets, cultures, and platforms without losing the essence of what made Lensworth & Co. feel human.
The Big Picture
Lensworth & Co. envisioned a digital flagship that would serve as the cornerstone of their international expansion. The website needed to be fast, beautiful, and conversion-optimized, while the brand system needed to flex across dozens of markets without fracturing. This was about building a foundation for the next decade of growth.
Progressive UX was onboarded to handle both the website redesign and the digital branding overhaul. We worked closely with Lensworth & Co.'s creative and product teams to build a new e-commerce experience, integrate their virtual try-on technology, and develop a comprehensive brand system that would guide every digital touchpoint going forward.
Getting to Know the Platform
Name: Lensworth & Co. Digital Storefront
E-commerce platform with virtual try-on, prescription management, and brand storytelling
Target Audience
- Fashion-conscious consumers seeking affordable, stylish eyewear online
- First-time glasses buyers looking for a guided, low-pressure shopping experience
- International customers discovering Lensworth & Co. as the brand enters new markets
- Existing customers managing prescriptions, reorders, and home try-on kits
Core Features
- Virtual try-on powered by facial mapping and AR technology
- Prescription upload and verification workflow
- Home try-on program with integrated ordering and tracking
- Personalized style quiz with curated frame recommendations
- Localized storefronts with currency, language, and regional inventory support
- Brand storytelling hub featuring their social impact and sustainability initiatives
Our Approach
We approached this as two parallel workstreams, website development and brand identity, that converged into a single unified digital experience.
Brand Audit & Evolution
We conducted a thorough audit of Lensworth & Co.'s existing brand assets, identifying inconsistencies and areas where the identity could be strengthened. We developed an evolved visual system that honored the brand's roots while elevating it for a global audience.
Design System Creation
We built a modular design system with reusable components, a refined color palette, updated typography, and a comprehensive icon library. This system ensured consistency across every page, market, and device.
UX Research & Information Architecture
We restructured the site's information architecture based on user research, heatmap analysis, and conversion funnel data. Navigation was simplified, product discovery was enhanced, and the path to purchase was shortened significantly.
Headless Commerce Development
We rebuilt the website on a headless commerce architecture that decoupled the frontend from the backend, enabling faster page loads, greater design flexibility, and easier localization for international markets.
Virtual Try-On Integration
We integrated Lensworth & Co.'s AR-powered virtual try-on directly into the product browsing experience, allowing users to see how frames look on their face without leaving the product page.
Localization & Market Readiness
We built a localization framework supporting multiple languages, currencies, and regional compliance requirements. Each market received a tailored storefront that felt local while maintaining global brand consistency.
Challenges & Solutions
Building a globally scalable digital experience for a beloved brand required navigating both technical and creative complexity.
Legacy Migration
Moving from the existing monolithic platform to a headless architecture required careful data migration, URL mapping, and redirect strategies to protect SEO equity built over the years.
Brand Consistency at Scale
Maintaining a cohesive brand feel across multiple markets with different cultural expectations, languages, and design conventions was a constant balancing act between flexibility and control.
AR Performance
The virtual try-on feature relied on real-time facial mapping, which demanded significant browser resources. Ensuring smooth performance across devices and connection speeds was a major technical challenge.
Conversion Optimization
The redesign needed to improve the experience without disrupting existing conversion patterns. We implemented phased rollouts and continuous monitoring to catch and correct any dips early.
Evolved Brand Identity System
A comprehensive digital brand guide featuring refined typography, an expanded color palette, a custom icon library, motion principles, and photography guidelines that ensured consistency across every market and platform.
Headless Commerce Platform
A modern, API-driven architecture that delivered sub-2-second page loads, seamless CMS management, and the flexibility to launch localized storefronts without duplicating infrastructure.
Immersive Product Experience
Product pages featuring integrated virtual try-on, 360-degree frame views, detailed material information, and customer reviews, creating a shopping experience that rivals in-store visits.
Intelligent Style Discovery
A personalized style quiz and AI-driven recommendation engine that guides users to their perfect frames based on face shape, style preferences, and prescription needs.
Global Storefront Framework
A localization system supporting 8 languages and 12 currencies at launch, with region-specific inventory, shipping options, and compliance features baked into the platform
The Results
Progressive UX delivered a digital experience and brand system that positioned Lensworth & Co. for their most ambitious growth phase yet.
64%
Improvement in site-wide page load speed, with average load times dropping below 1.8 seconds
37%
Increase in online conversion rate within the first quarter post-launch
81%
Of product page visitors engaged with the virtual try-on feature, up from 34% on the old site
4
International markets launched within the first six months using the new localization framework
52%
Reduction in design production time for marketing teams, thanks to the modular design system
28%
Uplift in average order value driven by personalized recommendations and improved cross-sell placements