01America’s Best Eyewear


UX Design





The Challenge

America’s Best Contacts & Eyeglasses is a discount provider of eye examinations, eyeglasses and contact lenses, with over 700 retail locations in the United States as of 2019. The task was to create a new “discount” online experience that could compete with other leading “premium” brands in the space.

The Opportunity

Within a few weeks, the digital experience was completely reimagined, offering a successful re-implementation of four sites across their portfolio utilizing the same templates across different platforms.

Direct Responsibilities

Competitive Analysis

Secondary Research

Audience Definition


UI Design Support

Color Theory Analysis

Design System Integration

Stakeholder Presentations

Success Criteria

Deliver a successful re-implementation of four sites

Develop flexible CMS components to suit future marketing/communication needs

Clean up central elements to flow better into the site structure

Re-imagine navigation to be clearer for the first-time user

Enhance visual clues to sort, filter and drill down into relevant models

Guiding Principles

Customer First

Reduce friction at all points of the customer journey. Clear hierarchies, intuitive navigation, robust filter options, and swift, simple check-out.

Mobile First

Start with mobile experiences and execute with responsive design, ensuring mobile optimization and desktop experience align in visual and user effectiveness.

Forward Thinking

Create component systems that can be easily leveraged for future initiatives. Provide enough tools to never again experience ‘blank page’ syndrome.

How might we improve the entire shopping experience and bring a fresher, more modern look to the brand?

We kept our focus on simplicity. Large blocks balanced with whitespace makes for easy scan-ability and scalability.


Creative Director – Joe Erfle

Visual Design – Jonathan Black

UX Design – Sean Kelly

(that’s about as much as I can show you hehe - reach out to me for a more in-depth overview)

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