My Role & Responsibilities
As a strategist, I focus on conducting both user and product research to inform our decisions and improve our offerings.
Background & Objective
Warby Parker aims to increase its brand recognition and capture a larger portion of the market of individuals who continue to buy prescription eyeglasses from brick-and-mortar retail outlets.
Target Audience
Did you know that a significant majority of people who need prescription glasses or contacts buy them from the same traditional retail store where they get their eye exams? This information is based on regulatory filings from Warby Parker, which suggest that around 66% of glasses purchases and 71% of contacts purchases occur in the same location.
Demographic
Individuals between the ages of 30 and 65.
Psychographic /Behavior background
Who hasn’t gotten used to online shopping for eyeglasses/accessories/contact lenses
Persona
45 years old and who would like to wear “fashionable” sun/glasses to make them look younger
live in New York City
User journey
If you need an eye exam, you can easily get a prescription and choose to buy eyeglasses online or in-person. If you're interested in a fashionable appearance, consider your lifestyle when selecting a design. It's important to note that customers may lack motivation to purchase directly if the location of the eye exam and eyeglass purchase are not the same. However, there are opportunities for online eye exams/quizzes and the option to mail/send your prescription to companies like Warby Parker, especially in light of the COVID-19 pandemic.
Challenge
A significant concern is the reliability of online eye exams in comparison to those conducted by in-store optometrists. Therefore, it is crucial to address this issue in communication.
References
Warby Parker’s Growth Story Faces A Familiar Hurdle: The Eye Exam
Warby Parker opens at $54.05 per share in public debut on NYSE, soaring more than 30% above the reference price
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