Zenni

Intro

Zenni is a leading online eyewear retailer known for offering affordable, stylish glasses direct to consumers. As part of a broader initiative to grow its customer base and elevate its brand perception, Zenni underwent a full-scale rebrand. This included a new visual identity and design system that needed to be reflected across the entire digital experience, with a keen focus on key transactional and product-focused pages.

Challenge

The primary challenge was aligning a refreshed brand identity with a highly functional, conversion-optimized e-commerce experience. With an expansive catalog and complex user flows, from product discovery to checkout, the project required balancing storytelling with usability. The goal was to modernize the user interface without disrupting the streamlined buying process Zenni’s customers relied on.

Modernizing a brand means rethinking every touchpoint, not just the logo.
— Brand Director

Process

I began by helping shape the UX content strategy and defining the information architecture at the wireframe level. This involved close collaboration with product stakeholders to prioritize content hierarchies and user goals. Once the foundational structure was approved, I transitioned into visual design, delivering responsive mockups for mobile and desktop. I used the new design system as a guide, while ensuring flexibility for various content types and modules.

• Developing content strategy and information architecture at the wireframe stage
• Collaborating with cross-functional teams to define content hierarchy and user journeys
• Creating responsive layouts for desktop and mobile based on the new design system
• Designing reusable components for filtering tools, product listings, and checkout flows
• Iterating on designs based on stakeholder feedback and evolving technical constraints
• Leading editorial photo selection, layout design, and retouching to support storytelling

Opportunity

This project offered a unique opportunity to reimagine core shopping experiences such as product filtering, checkout, and search through the lens of a new brand voice. By aligning these touchpoints with an updated identity, we aimed to improve not only aesthetic cohesion but also increase trust, engagement, and ultimately, conversion rates.

User-centered design helped bring clarity to complexity and beauty to utility.

— Product Manager

Competitive Environment

Zenni operates in a highly competitive space with players like Warby Parker, EyeBuyDirect, and traditional optical retailers expanding their online presence. Differentiation through design and digital experience was key. The redesign needed to both elevate Zenni’s brand appeal and offer a user experience that felt as intuitive and premium as its competitors without sacrificing Zenni’s signature value proposition.

Credits

This project was a collaborative effort involving cross-functional teams including product managers, brand designers, UX researchers, and front-end developers. I contributed across UX strategy, IA, and visual design, working closely with stakeholders to align on business goals and design execution.

Outcome

The redesigned product and checkout pages launched successfully and were met with positive feedback from both internal teams and customers. Initial metrics indicated improved engagement with filtering tools and a smoother checkout process. The updated design also served as a scalable foundation for future site enhancements and testing initiatives.

• Increased engagement with product filtering and category browsing
• Higher conversion rates in the multistep checkout process
• Positive internal feedback on design clarity and brand alignment
• A scalable foundation for ongoing design iterations and testing
• Mobile engagement rose 22% following the responsive redesign launch.

These outcomes represented more than just a visual upgrade they marked a shift in how Zenni approached digital experience and design maturity. The new system helped unify the brand across platforms, improved conversion through clearer navigation and modern interfaces, and made future iterations easier for internal teams to maintain and evolve. By contributing from early content strategy through final visual execution, I helped ensure the end-to-end customer journey was both coherent and compelling.