Founded in 2003, Zenni Optical gained recognition for providing quality and affordable online glasses. To tackle rising competition, Zenni partnered with Salt Branding to enhance the brand.
I worked on the website redesign as part of a larger rebrand. The goals were to express a fun and engaging brand personality, strengthen emotional connections with both new and loyal customers, and craft a more dynamic and memorable shopping experience.
We researched and adjusted user flows, site architecture, and built wireframes from the ground up. I created the flows and mapped out new features, including virtual try-ons, personal profiles, and a learning center, with the aim of fostering a sense of community among customers. The visual design concepts were then crafted using the new colorful brand colors and elements.
Zenni was able to shift its focus from being just an affordable brand to one that also prioritizes individual style and creative expression. This shift allowed Zenni to scale and build successful partnerships. The redesign of Zenni's website also won the Transform award for the "Best Rebrand of a Digital Property."
