Visionist / Barrel — CPG Commerce Agency

Seamless Product Customization for a Luxury Eyewear Curator

Visionist is a curated luxury eyewear platform designed to change the way you see the world—and the way the world sees you. Barrel worked with the Visionist team to launch the brand on Shopify Plus, creating a brand from scratch that captures the experience of shopping for luxury eyewear online. We designed an unparalleled digital shopping experience to connect customers with trained Visionists to get expert style, fit, and prescription recommendations.

Visit Website

Our Partners

Apps & integrations on this project.

A New Face for Visionist

After an in-depth strategy phase, including customer and stakeholder interviews, we created a full brand identity system for Visionist, from the name, logo, messaging, and custom content (illustrations, photography, and iconography). This was a catalyst for the website design project, aimed at raising the bar in how customer shop for eyewear online.

12%↑

returning customer rate since launch

$850↑

AOV since launch

An Opticitian-led Experience with a HIPPA Compliant Lens Flow

We helped Visionist unify the in-person and online experience to connect customers directly with Opticians for guidance and appointments. Their HIPPA compliant custom lens flow seamlessly connects the patient's prescription with their new glasses.

Connecting Customers to the Perfect Glasses

We created a comprehensive product finder to guide customers in finding the perfect pair of glasses from Visionist's extensive range of products. The product finder combines their personal preferences, face shape, and eye requirements to identify the right match.

A Digital Ecosystem for an Expanding Marketplace

To support Visionist's expansion, we created a robust ecosystem of templates and modules to make it easier for their team to create future pages to announce their latest collections and new services.

Brand-Focused Collection Landing Pages

We designed a dedicated collection landing page for the eyewear marketplace to showcase the different brands Visionist sells. This page educates customers about the brand, promotes product discovery within the collection, and connects them with a near by retail location to see the products in-store.

Optimizing the Abandoned Cart & Checkout Flow

We created an ecosystem of emails for Visionist that tell the brand story through the welcome flow, encourage conversion through the abandoned cart flow, and highlight their range of optical services. We developed a personalized email flow tailored to customers who finished the product finder quiz, aiming to promote the specific product and related collection to them.