Fashion, Retail and ecommerce

EssilorLuxottica + UserTesting

How the world’s largest eyewear manufacturer tested their Virtual Mirror tool, so shoppers trying on Ray-Bans or Oakleys find the perfect fit
Industry: Fashion, Retail and ecommerce
Company Size: Enterprise
Role: Designer, Marketer, Researcher
Customer Type: B2C

About EssilorLuxottica

EssilorLuxottica SA is a French-Italian vertically integrated multinational corporation, the largest designer, manufacturer, and retailer of eyewear in the world. The group creates ophthalmic lenses, optical equipment, prescription glasses, and sunglasses, including household names like Oakley and Ray-Ban.

EssilorLuxottica achieved

400%
Increase in testing since beginning work with UserTesting
Development of the Virtual Mirror Tool for desktop and mobile
Relaunch of the Leonardo online training portal

Challenge

EssilorLuxottica is the largest designer, manufacturer, and retailer of eyewear in the world. The company owns iconic global brands like Oakley, Ray-Ban, and LensCrafters, and creates licensed eyewear for dozens of other household brands. 

When it came to researching consumer behaviors for product development and marketing projects, the organization had e-commerce managers recruit participants for interviews in their respective countries. EssilorLuxottica needed access to a more diverse pool of existing and potential customers, to assess perceptions of their digital experiences before taking them live.

Solution

EssilorLuxottica’s UX Research Team began testing perceptions in major geographic locations, including the US, UK, EU, and Australia. 

The organization focused its lens on projects for the brands with the greatest revenue potential, including Ray-Ban, Oakley, Costa Del Mar, LensCrafters, Sunglass Hut, ContactsDirect, and Glasses.com. 

According to Rianne van de Rijt, UX Designer & Researcher, “We use insights from UserTesting contributors to triangulate data. So we look at analytics, we look at A/B tests, and together with qualitative insights from UserTesting we form a bigger picture that shows us how to optimize the digital experiences for our customers.”

Results

In their brief time with UserTesting, EssilorLuxottica has already increased the amount of testing they run by 400%. They gather feedback, then use videos with insights from customers and potential customers to optimize their major website functions, like home pages, drop-down menus, and cart funnels. 

One key UX project involved EssilorLuxottica’s Virtual Mirror Tool. This feature enables visitors to try on glasses using the camera on their computer or smartphone. EssilorLuxottica sought perspectives from UserTesting contributors to assess the usability of the tooland to ensure customers would love it! 

Contributors helped decide on the oval shape in which customers see their faces onscreen and the level of instructions that help customers try on their glasses virtually. By testing four key scenarios, the company got a clear view of what customers like before releasing the feature. 

EssilorLuxottica also tests the company’s revamped online learning portal, Leonardo, where users have conducted more than a million hours of training. According to their website, “Employees, clients, store managers, staff, and anyone from across the vision care industry can learn from a single source featuring expert-curated content.” Insights from UserTesting help ensure that Leonardo visitors will enjoy the experience of learning about eyewear and eyecare.

Rianne van de Rijt
UX Designer & Researcher, EssilorLuxottica
“With the help of UserTesting, we aim to have an online experience for purchasing eyewear as comfortable and personalized as the in-store experience.”
Daniele Catalano
UX Designer & Researcher, EssilorLuxottica
“Human insight helps us create a better customer experience by truly understanding what’s behind the data we have.”