User behavior analysis uncovered several issues that were negatively impacting the customer experience and conversion rates:

Cluttered category pages making it hard to find the right products;

Product cards missing key information, leading to abandoned shopping carts;

A complicated process for matching prescription parameters to frames;

Overwhelming presentation of lens options with long, unfiltered lists;

Outdated interface that didn't meet modern user expectations;

Slow mobile performance
(only 32% on performance scores);