2021

Healthcare / Optical B2B SaaS

Client

Brighten Optix

Role

User Research, UX Design

Transforming the Lens Ordering Experience

The Vision: A Unified Platform for a Better Experience

Imagine needing specialized contact lenses but facing a complicated, outdated ordering process that leaves you frustrated. That’s the challenge Brighten Optix set out to solve. Previously, the company managed three separate platforms—one for domestic orders, one for overseas customers, and another for its professional lens simulator.

Our mission? To merge these platforms into one seamless system where members worldwide can customize, manage, and order lenses with ease. By integrating everything into a single platform, we aimed to create a paperless, efficient, and user-friendly experience.

The Challenge: Merging Systems & Simplifying Complexity

While merging websites might sound straightforward, it was far from simple. The lens simulator is a highly professional tool, requiring specialized knowledge for proper use. We had to combine the different workflows of domestic and overseas users while ensuring the new system was intuitive enough for all members.

To get it right, we conducted in-depth interviews with Brighten Optix employees and members, observing their day-to-day operations and challenges. Through this process, we uncovered several major pain points.

The current workflow of eye care :

Understanding the Pain Points

👩‍💻 Employees:

Overwhelming Workload – Merging orders from different platforms was time-consuming.
Inconsistent Information – Domestic and overseas websites had outdated or unequal product details.

🛍️ Members:

Frustrating User Experience – The website was not user-friendly, leading many to avoid using it altogether.
Complicated Ordering Process – Users struggled with different platforms and confusing lens parameters.
Lack of Support – Many users needed professional guidance but found no help on the platform.

With these challenges in mind, we established three main goals for the redesign:

✅ Unify all platforms into one seamless system

✅ Reduce incorrect orders by improving lens parameter selection

✅ Make the ordering process transparent, simple, and stress-free

The Existing Problems: Where We Started

Before we designed the new platform, we studied the current system and user behavior.

🔍 Domestic Platform Issues:

Unclear product categories made it hard for users to find the right lenses.
Different models of the same product were scattered across various sections.

🔍 Overseas Platform Issues:

No online ordering function—users had to place orders manually via forms.
No integration with the lens design tool, forcing users to switch platforms.

🔍 Lens Simulator Issues:

No guidance or tutorials, leaving users confused about how to use it.
Employees had to manually assist with troubleshooting, adding to their workload.

Competitor Research: Learning from the Best

To build a best-in-class experience, we analyzed industry leaders like VSP, For Eyes, and Apple. We focused on:

Merging multiple languages/regions into a single website for a seamless global experience.
Implementing smart input limitsto prevent errors in lens parameter selection.
Creating clear product categories so users could find what they needed instantly.
Building an intuitive workflow for custom lens design, offering both manual entry and AI-guided simulation.

Key Features of the New Platform

Unified Order Process
Merged Domestic & Overseas Websites – One platform for all users, no matter their region.
Language Selection – Users can choose their preferred language for a personalized experience.
Clear Product Categories – Structured navigation helps users quickly find the lenses they need
AI-Powered Lens Design Simulator – Users can enter their parameters manually or use the AI tool for guided customization.
Input Limits for Accuracy – Prevents incorrect lens orders by restricting values to a safe range.
Built-in Consultation Feature – Users can upload trial videos for professional review, reducing errors.

The Ordering Process: Step-by-Step

Method 1: Standard Lens Ordering

Choose a Product – Users browse through organized categories to find the right lens.
Customize Parameters – They can enter values manually or use the AI simulator for guidance.
Confirm Details – The system validates input ranges to prevent errors.
Order & Checkout – Users place their order with confidence, knowing their lens parameters are correct.

View flow chart 👉

Method 2: AI-Powered Lens Design

Select a Patient Profile – Users filter through patient lists, prioritizing those needing custom lenses.
Analyze Cornea Data – The system automatically imports corneal topography for precise measurements.
Design Lenses with AI – The left side displays lens parameters, while the right shows real-time visual adjustments.
Confirm & Order – Users finalize their design and add it to the cart.

View flow chart 👉

Before vs. After: The Transformation

🚀 From Frustration to Simplicity – The old system was disorganized and difficult to navigate, but the new design is clear, intuitive, and efficient.

🚀 From Errors to Accuracy – Users no longer struggle with incorrect parameters, thanks to smart input validation and consultation features.

🚀 From Manual to Automated – Employees spend less time merging orders and troubleshooting, freeing them to focus on higher-value tasks.

Looking Ahead: Future Enhancements

While we made huge improvements, we have more plans to refine the platform even further:

✅ Rating & Review System – Allowing users to see product feedback before ordering.

✅ Live Order Tracking – Currently, we provide estimated delivery times, but future updates will include real-time tracking.

✅ Expanded AI Features – The lens simulator will offer more automated recommendations based on user preferences.

Final Thoughts: A New Era for Brighten Optix

The redesigned Brighten Optix platform isn’t just a website update—it’s a complete transformation of how members order and customize lenses. By merging three platforms into one, improving usability, and reducing errors, we’ve built a future-ready system that will support growth for years to come.This project was more than just a UX redesign—it was about making the lens ordering experience easier, faster, and smarter for both members and employees. And this is just the beginning.