Business Goal:
Befitting’s business goal is centered around revolutionizing the eyewear shopping experience by providing a seamless, personalized, and customer-centric platform that integrates vision insurance, offers tailored recommendations, and ensures convenience for users.
Key elements of their business goal include:
Simplifying the Purchase Process: Making it easy for customers to shop for eyewear online by directly integrating vision insurance into the checkout process. This eliminates confusion and helps customers maximize their vision insurance benefits.
Enhancing Customer Satisfaction: Providing an exceptional shopping experience through personalized frame recommendations powered by AI (Virtual Stylist)
Offering a Wide Selection of Quality Products: Maintaining a diverse and premium inventory of eyewear from popular brands
Expanding Market Reach: Leveraging partnerships, such as its acquisition by Fielmann, to grow its presence in the eyewear market both nationally and internationally
In summary, Befitting’s overarching business goal is to become a leader in the online eyewear industry by combining technology, convenience, and exceptional customer service to meet the needs of modern consumers.
UX/UI Lead Designer
Onsite & Offsite Marketing
Brand Style Guide
As a UI Lead Designer at Befitting, focusing on a mobile-first content-creation experience, involved designing and optimizing the user interface to prioritize mobile devices, ensuring seamless usability and accessibility for on-the-go users. By focusing on this approach, I enabled Befitting to deliver a seamless, user-friendly content creation experience that empowered users to interact with and personalize their eyewear journeys effortlessly on any device.
I was responsible for the Seamless Integration of Vision Insurance
Befitting’s key differentiator is its ability to integrate vision insurance into the shopping experience. However, ensuring that this integration is intuitive and error-free can be challenging, especially with the complexity of insurance policies and benefits.
Solution: Design an easy-to-navigate UI that explains benefits clearly, offers step-by-step guidance, and provides real-time calculations of insurance coverage to reduce confusion and friction.
Befitting has 2 target audiences, which are:
1. Individuals with Vision Insurance – People who already have vision insurance and are looking for a seamless way to use their benefits online.
2. People without Vision Insurance – People who do not have vision insurance
Why They’re Targeted: Befitting integrates vision insurance into the shopping process, making it easy for users to see and apply their benefits in real time.
Pain Points Addressed: Complexity in understanding and using vision insurance benefits
I was responsible for updating the style guide which included the following elements:
Color Palette: A consistent set of colors reflecting the brand’s personality— clean and professional tones such as blues, whites, and grays to emphasize trust, healthcare, and clarity. Accent colors include warmer tones like oranges for highlights and calls-to-action.
Typography: Readable and modern font choices for accessibility and professionalism.
Logo Usage: Guidelines on how to properly use the logo, including spacing, resizing, and acceptable variations
Website Banners and Promotions:
- Highlight sales, discounts, or new product arrivals through banners or pop-ups
Social Media Marketing:
- Designed campaigns or ads on platforms like Facebook, Instagram, LinkedIn..etc.
Email Marketing:
- Designed newsletters, promotional offers, or abandoned cart reminders to your email list
Onsite Content Marketing:
- Designed Media that was hosted on publish blogs, product guides, or tutorials to educate and retain visitors
