All points of customer contact, even the smallest, are thoughtfully humanized, simplified, and done better than competitors.

All hands at Clearly think ‘customer first’, which will define everything we make, say, and do in customer interactions.

Authentic and demonstrated dedication to customers’ health and general well-being.

The leanest customer experience in the industry.

Actively engaging with customers through user testing and customer interviews to validate assumptions.

Question 1. When considering contact lens purchase, do customers think in terms of the number of boxes or are they thinking about the length of their supply?

Assumption: Customers think in terms of supply duration, not boxes per eye. The full cognitive burden of calculation is on the customer, which is a friction point that could be negatively impacting our Add to Cart rate.

Question 2. If cost is what gets new customers in the door, what keeps them coming back?

Assumption: Cost will not keep customers coming back. Providing excellent customer service and lean, thoughtful UX (holistically across all touch points and channels) will keep us relevant and allow us to build a strong rapport with customers.

Question 3. How can we train our customers to stick to a recommended wear schedule?

Assumption: With eye health being central to UX, and a subscription model that’s transparent about how it calculates, customers will trust and understand that our recommendations are done in their best interest.

Method: 1 on 1 interview @ Robson storefront

Participants: 11 contact lens users

Number of questions: 6

Process: Document their answers and feedback and find patterns/ Summarize and highlight key insights based on initial goal.

Learnings:

All participants would sacrifice cost for convenience (and also for loyalty)

Majority rely on their optometrists for the right brand/type (first place of purchase). The reasons for coming back to optometrists is convenience. Doctors know customer’s prescription and most of the times, have it readily available to purchase right on the spot. Some doctors send reminder emails for refills or regular eye checkup.

All customers know what brand of contact lenses they wear - most recognized by the box rather than the name.

Drivers for shopping online for contact lenses is cost & convenience

Majority do not have a wear schedule; they extend their wear schedules even though it is a “daily disposable contacts”.

Summary: Even though people are sensitive to prices, they are willing to come to the same optometrist / eye care practitioner for convenience. People know their brand of contact lenses, therefore they will locate their product and buy - making the shopping process short and simpler. People are not as conscious about their eye health as they are extending their recommended wear schedule.

3 epics of customer journey with subsequent products to support each epic

The experience is focused on mobile by leveraging mobile and its SMS capabilities to regularly communicate with customers.

1. Comes across a social ad with a promotion.
2. Goes to Clearly contact lens site.
3. Can locate either by searching for product name or by scanning the barcode.
4. Locates the product with all its prescription information prefilled.
5. Checkout or subscribe to the product.
6. If select subscribe, asked to fill out wear frequency/week and how often they want to be delivered.
7. Checks overview page. Option to add the appropriate solution to their purchase.
8. Checks out with a delivery date.
9. Gets SMS notification with updates on the status of the shipment.
10. Gets SMS notification 2 weeks prior to the refill date. Can choose to continue with the order or hold until later.