Design
An e-commerce framework that turned a premium sub-brand into repeat business.
( 00-01 )
ABOUT THE PROJECT
We built the UX framework and interface for John Jacobs, Lenskart’s premium eyewear sub-brand, working inside their existing commerce and CMS infrastructure.
The work centred on the two moments that decide whether a premium sub-brand reads as premium: the product page and the checkout. Traffic grew 80% following the relaunch, to 148,000+ monthly active visitors returning month after month.
( 00-02 )
CHALLENGES
Two constraints shaped everything that followed, one about perception and one about what we were allowed to touch.
A premium sub-brand launched on a mass-market foundation. John Jacobs needed to read as a different tier entirely, not a new label on Lenskart’s existing shopping experience. The demographic buying premium eyewear expected something different at every step, and that expectation peaked at checkout. A premium purchase either feels considered there or it feels cheap, and there’s no recovering once it feels cheap.
No room to rebuild. The framework had to sit inside Lenskart’s existing CMS and commerce infrastructure. We weren’t starting from zero, we were designing a premium experience on top of systems built for volume, not restraint.
( 00-03 )
THE PROCESS
We treated the product page and checkout as the two moments that decide whether John Jacobs feels premium or feels borrowed.
PRODUCT PAGE
The product page carries the weight of the brand.
Editorial imagery and campaign visuals sit directly in the shopping flow instead of living on a separate brand page nobody visits. Colour and size selection stay minimal so the eye goes to the product, not the interface.
CHECKOUT
Checkout got the most scrutiny.
Delivery estimates, pincode entry, and warranty terms are laid out with the same restraint as the product page, so the moment someone commits to a purchase feels like a continuation of the browsing experience instead of a drop into a generic cart flow.
SOCIAL PROOF
Reviews and social proof show up later in the journey, after the product has already made its case. They reinforce the decision instead of trying to make it.
Every piece of this had to work inside Lenskart’s existing CMS. Nothing here required new infrastructure, only a different set of decisions about hierarchy, pacing, and restraint.
OUTCOME
Measurable impact on traffic and retention.
Traffic grew 80% following the relaunch.
148,000+ monthly active visitors, with users returning month after month rather than buying once and leaving.
( 00-03 )
DISCOVER MORE
