WEB REDESIGN
WEB REDESIGN
UX CASE STUDY
UX CASE STUDY
CLIENT
CLIENT
Gillian Caplan
Gillian Caplan
Gillian Caplan
Redesigning an independent eyewear brand to improve usability, clarity, and product discovery
Redesigning an independent eyewear brand to improve usability, clarity, and product discovery
PROJECT OVERVIEW
PROJECT OVERVIEW
Reducing purchase friction through clearer product ranges and information hierarchy.
Reducing purchase friction through clearer product ranges and information hierarchy.
Gillian Caplan is an independent eyewear brand offering both Handmade and Ready‑to‑Wear frames, alongside a strong commitment to ethical production through its partnership with Ethical Vision. While the brand had a loyal audience, the existing website created friction from homepage to checkout, making it difficult for users to confidently browse, compare, and purchase frames.
Gillian Caplan is an independent eyewear brand offering both Handmade and Ready‑to‑Wear frames, alongside a strong commitment to ethical production through its partnership with Ethical Vision. While the brand had a loyal audience, the existing website created friction from homepage to checkout, making it difficult for users to confidently browse, compare, and purchase frames.
The Problem: The Gillian Caplan website currently makes it difficult for users to distinguish between Handmade and Ready-to-Wear frames, causing confusion during shopping. Additionally, the connection to the brand’s Ethical Vision charity is not consistently communicated, reducing potential emotional engagement. Product pages also lack key information, such as guidance for face types and clear signposting, making it harder for users to find frames that suit them and increasing decision friction from homepage to checkout.
The Problem: The Gillian Caplan website currently makes it difficult for users to distinguish between Handmade and Ready-to-Wear frames, causing confusion during shopping. Additionally, the connection to the brand’s Ethical Vision charity is not consistently communicated, reducing potential emotional engagement. Product pages also lack key information, such as guidance for face types and clear signposting, making it harder for users to find frames that suit them and increasing decision friction from homepage to checkout.
SOLUTION
SOLUTION
A refined e‑commerce experience that clearly separates Handmade and Ready‑to‑Wear ranges, improves product categorisation and information consistency, and reinforces the brand's ethical story — reducing friction and enabling smoother progression from homepage to checkout.
A refined e‑commerce experience that clearly separates Handmade and Ready‑to‑Wear ranges, improves product categorisation and information consistency, and reinforces the brand's ethical story — reducing friction and enabling smoother progression from homepage to checkout.
Role
Web / Product Designer
Role
Web / Product Designer
Platform
Website
Platform
Website
Project Type
Client
Project Type
Client
Focus
Redesign
Focus
Redesign
Full Case Study In Progress
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