End-to-end e-commerce solution for iconic eyewear brands.

My role : Product designer, Research and Customer experience strategy for responsive web

The Opportunity

At my agency, I had the opportunity to design a comprehensive end-to-end e-commerce experience for FGX International, a global leader in non-prescription eyewear under the EssilorLuxottica umbrella. Renowned for its premier brand, Foster Grant, with over 90 years of heritage, FGX International brings stylish, affordable eyewear to consumers worldwide. Our work spanned their iconic brands, including Gargoyles Eyewear, Dioptics, and Panama Jack, creating a cohesive, engaging online experience that honors each brand’s quality and legacy.

A key aspect of this project was implementing a scalable backend e-commerce platform to support FGX’s evolving digital marketing strategies. We began by deploying a Magento solution for readingglasses.com, complete with inventory management, email, and social marketing capabilities. This laid the foundation for multiple rebranding initiatives over the next two years, positioning FGX for sustained growth and engagement in the digital space.

Design Challenge

Create continuity across brands using similar page templates while honoring each brand's unique voice and tone. The templates offered an elegant, efficient solution, enabling seamless updates across domains while establishing a strong foundational user experience.

The Vision

I began with a lean UX approach, carefully balancing business goals with the expanded capabilities of the e-commerce platform. The design vision focused on creating a flexible, scalable user experience that would not only meet immediate business needs but also grow alongside the brand. New functionalities were strategically layered in, allowing the marketing and brand voice to evolve over time. This iterative approach enabled us to refine the user journey, enhancing engagement and supporting long-term brand loyalty while adapting to emerging trends and user expectations.

Foster Grant, FGX International's flagship brand, required an experience that skillfully blended contemporary trends with a deep respect for its rich legacy. The design vision focused on honoring Foster Grant’s 90-year heritage while seamlessly integrating modern e-commerce features and design trends. This approach created a dynamic experience that appealed to both long-time customers and new audiences, reinforcing the brand's timeless appeal while positioning it as a leader in stylish, accessible eyewear.

I implemented an efficient e-commerce foundation across additional brands, expanding the customer journey to support each brand's unique positioning. The design vision focused on creating a cohesive yet flexible platform that could be adapted to highlight individual brand identities, values, and target audiences. By customizing the journey for each brand, we enhanced the overall user experience, creating a seamless flow that respected both the shared structure and distinct appeal of each brand, ultimately fostering stronger customer connections and loyalty.

Ongoing Support

Alongside maintaining and enhancing FGX International's new e-commerce platform, I contributed to ongoing initiatives for marketing campaigns, product rollouts, microsites, and social media. The design vision aimed to create a cohesive brand experience across digital touchpoints, ensuring each campaign and product launch aligned seamlessly with the platform’s aesthetic and functional standards. By integrating these efforts, we strengthened brand consistency, increased engagement, and supported FGX’s evolving digital marketing strategy.