Context
Returning eyewear customers bring previous prescriptions, measurements and frame preferences. Ben & Frank’s website treated them much like first-time visitors.
Problem
- Purchase flows rarely used returning-customer context.
- Analytics showed room to improve conversion but did not explain the specific obstacles.
- Teams optimized individual pages without examining the complete return purchase.
Approach
I mapped the journey from a customer’s return to a completed purchase. Analytics and qualitative feedback helped locate friction. I prioritized changes by their potential commercial impact.
Product, engineering and marketing used the journey map to coordinate their work.
Decisions
- Prioritize friction with measurable consequences for purchases.
- Keep the experience consistent across Mexico, Chile and Colombia while accounting for local return behavior.
- Maintain the journey map as a reference for subsequent decisions.
Impact
Repeat-customer conversion increased by 30%. Product and marketing used the journey map and prioritization criteria for later funnel improvements.
Work together
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