Designing RayBan & Meta smartwear for trust and clarity
Intro
Overview
With Ray-Ban Stories glasses you can instantly capture any moment, so your privacy and the privacy of those around you is more important than ever. With concerns regarding privacy arguably at an all-time high a solution had to be created to address and take away any concerns potential users might have.
Role & Responsibilities
In my role as senior product designer I was faced with the challenge to gain the trust of the potential buyer and provide clarity around any privacy concern they might have.
details
Initial research
Initial research interviews revealed that over 42% of potential visitors would be deciding on whether they'd purchase the product on our page. Therefore, it was essential to avoid any bias or framing and keep the information on this complicated topic as clear as possible for the visitors.
Using the Von Restorff effect I brought emphasis to sections with important information. This visual hierarchy would be a deciding factor in the success of the project.
Together with Meta's legal team and a senior copy writer we worked on creating the most transparent and comprehensive copy for the site.
Ideation & Iteration
Visually we had to match Facebook's brand. This meant we had to go back to the custom iconography to get it approved. After the third design round the six icons were Facebook's icon library.
Through continuous user testing and user interviews I discovered the structure of the site needed further polishing to ensure the clearest page structure. Therefore, we pivoted several times on the design slightly.
Since we were on top of the privacy topic, we were asked to provide guidance to the mobile app team. This resulted in a brief UX and usability audit of the mobile app through a privacy lens.Recommendations were presented to the team and other stakeholders.
Conclusion
Conclusion
The project deliverables consisted of the final page design for desktop and mobile, a final presentation in front of stakeholders, and a detailed design handoff. The design handoff included all necessary documentation on the design, including guidance on break points, micro-interactions, and a UI kit.
We knew that typically visitors would be fairly far into the sales funnel when they'd visit the site. With that in mind a high click-through rate (CTR) was anticipated. However, the expectations were exceeded with a 14.8% of the visitors going on to RayBan's online store and purchase an item.
Key Takeaways
In the first month after the launch of RayBan Stories in the US the site attracted over 200k unique visitors.Above all, we recorded a 14.8% CTR to RayBan's online store that resulted in a purchase.
GAllery
