Global eyewear e-commerce website


2012-2013, with Ekohe & 960Dots

I managed the re-branding for this leading eyewear e-commerce website, starting with an eye-opening UX workshop involving all executive members of the company.

I redesigned the whole experience, from their logo to each webpage including especially the whole buying funnel, to enhance their perceived value and optimize their conversion rate.


  • 3x faster page load
  • 20% increase time on site
  • conversion rate increase

I analyzed traffic, buying funnel, customer demographics to determine underperforming pages and define user personas and scenarios.

I designed wireframes for all pages, especially the whole buying funnel, especially using e-commerce best practices from research company

With the help of art director, we redesigned their visual identity, and defined style guidelines for their webdesigners.

Next project: Porsche China

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