Smith Optics & Suncloud
A Clear View Ahead: Optimizing UX/UI to Ensure Customers Find the Perfect Fit
Smith pioneered the anti-fog ski goggle in the 1960s and continues to innovate today with technologically advanced, high-performance eyewear, helmets, apparel and accessories. When Smith recognized that its commerce sites needed to look and perform as cutting-edge as its products, the Smith digital team selected ehouse as its creative and UX partner to accelerate its digital roadmap.
The Challenge
After migrating Smith Optics and Suncloud to Shopify Plus, the Smith digital team looked to ehouse to help the brand navigate its next phase: modernizing the front-end experience, differentiating its brands online, and making it easier for customers to navigate choices like lens tint and prescriptions. The brand also prioritized better use of customer reviews and cross-selling to increase engagement and AOV, and needed a partner who could execute at speed.
The Solution
In partnership with the Smith digital team, ehouse ran a phased, iterative sprint process that included discovery, strategy development, and collaborative design workshops. Together, the teams prioritized initiatives against Smith’s roadmap for the highest business impact.
Creative strategy: ehouse led collaborative strategy and design workshops to develop digital style guides for Smith Optics and Suncloud based on each brand’s identity. ehouse then did a redesign of both sites, applying differentiated colors, fonts, and styling.
Search optimization: Smith and ehouse redesigned the site’s navigation structure, and customized smart product discovery app Boost to power product listing page (PLP) filtering at the variant level, including by activity, technology, collection, fit, price, and popularity.
Optimized PDP: ehouse redesigned the Smith Optics Buy Box to simplify customizable features selections for products, particularly for eyewear and goggles. A new tabbed experience makes it easy for customers to explore different lens tints by weather conditions. ehouse also designed components to clearly display a media gallery, prescription lens options, fit details, and proprietary technology information. To increase AOV, ehouse added a dynamic “Complete your setup” carousel to cross-sell compatible products.
Prescription personalization: To streamline the shopping experience for repeat customers, ehouse built the saved-prescription account experience defined by the Smith team to enable customers to securely save their prescription information for future purchases.
Automated multilingual translation: ehouse upgraded Shopify’s native translation tool to Weglot, an AI-powered solution for faster, accurate translation into multiple languages.
The Result
After launch, Smith saw an immediate lift in conversions. Within four months, revenue grew 23% and orders grew 28% year over year, bringing Smith to 1% growth year to date.
- +41% Q2 CVR YOY
- +23% September revenue YOY
- +28% September orders YOY
Services & Tech
Strategic Consultation
Solution Engineering
UX/UI Consultation
UX/UI Design
Shopify Plus
Boost
Reviews.io
“
“We came to ehouse with a clear roadmap and needed a partner who could move at our pace. Their strategic guidance has helped us sharpen and prioritize that roadmap at every stage. They’ve produced the best work we’ve seen from an agency partner. As an extension of our team, they’ve turned our priorities for Smith and Suncloud into experiences our customers feel, helping us accelerate the business while building the foundation for long-term growth.”
Anna Rischitelli, Director of Digital Commerce Platforms & Experience, Safilo Group Brands
Let’s talk.
Have an idea for a project? Fill out this form and we’ll get back to you shortly.