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Rajat says 👋

Reduce Eye Test Wait Time at Stores

Led designs of iPad, mobile & TV apps for customers & staff that reduced eye test wait time by 38% in 1600+ Lenskart stores.

12 mins read · Updated on 8 May 2025

About Project

Problems at Store

Customers waited an average of 34 mins at stores from walking-in to receiving their prescriptions. They don’t know this wait time upfront which added to frustration.
Customer's problems
Struggled to handle multiple customers during rush hours (like weekend evenings), especially eye tests. No way to track or share wait times with individual customers.
Store staff's problems

Impact Results

Refer details below

2.7% 💖

Store sales conversion increased

38% 💖

Eye test wait time reduced

0.25 💖

Eye test rating increased

Users

Customers

Who are at stores to purchase eyeglasses

Optometrists

Who are medically certified to do the eye tests

Sales Associates

Who are attending the customers to do sales

Who are Optometrists?

An optometrist is an eye care professional who is medically certified to examine vision conditions in human beings.

Currently there are almost 2,000 optometrists enrolled with Lenskart.

An optometrist in a Lenskart store's clinic

Timelines

April 2023

Project Started

August 2023

Released v1.0

New User Flow

After v1.0 release

Impact

Data measured in 3 weeks of Q2 2023

2.7% 💖

Sales conversion increased

38% 💖

Eye test wait time reduced (north-star)

0.25 💖

Eye test rating increased

Look closely at the numbers inside the dotted line
Eye test wait time reducing from 34 mins to 21 mins
  • Time taken in an eye test on an average came down from 34 mins (Apr 2023) to 21 mins (Nov 2023).
    Currently it's 8.16 mins.
  • 72.34% of eye tests happen in under 10 mins all across Lenskart stores.
  • Sales conversion at stores went from 31.2% to 33.9% in 3 weeks of Q2 2023.
How did token system & prescription automation lead to increased sales conversion?

78% customers walk-in to buy new eyeglasses & only 12% come just for an eye test. Since glasses are prescription-based, they have a medical need too.

After this flow, store operations became smoother & less chaotic.

👉 Faster & accurate eye tests mean customers spend less time inside clinic & more time shopping.
👉 Staff now have more time to sell & it's easier to convince customers to buy when there's a change in their eye power.

Customer's Benefit
Quick & accurate prescriptions let customers prioritise selecting eyeframes that fulfil their medical needs.
Business' Benefit
Customers checking their eye power results in new or repeat purchases, thereby boosting business growth.
Store ATV: ₹2040

Why to Design?

Major Insights from Research

Refer research below

User Call-outs from Interviews

“Pata nahi kitna time aur lagega”
Translation: “I don't know how much time it will take.”

Customer who came for eye test at store

Research

UX Audit of Old Flows & Apps

I carried out the usability heuristic evaluation of then user flows and interfaces, primarily 2 flows:

  • Checking-in of customers to Lenskart store when they walk-in to store.
  • List of customers who are in the store for their eye tests.
Principles used in UX audit
  1. Match between the System and the Real World,
  2. Recognition rather than Recall &
  3. Consistency and Standards
Pain points

Benchmarking

1. At Lenskart Stores

I conducted visits to several Lenskart stores at various times of the day. Engaged with customers and store staff through candid conversations and impromptu interviews to gather insights on their needs and challenges.

We also analysed staff behaviour during peak and non-peak hours, identifying pain points supported by CCTV footage analysis using Tango AI for deeper insights.

From store visits
Checked store's CCTV footages
Observations
Positive takeaways
  • Customers prefer a quick check-in with minimal questions.
  • Staff was already comfortable using the check-in and optometrist apps on iPad.
Things to avoid
  • Asking for a phone number shouldn’t feel like a marketing tactic — keep it purpose-driven.
  • Avoid changing staff's existing flow — don’t introduce anything that disrupts their current SOPs.

2. Other Brands' Stores, Offices & Airport

To understand how customer flow operates at stores, I visited places like McDonald's, KFC, airports and government offices.

This helped me observe how different environments handle queues, waiting times and service efficiency.

Customer Kiosk at McDonald's
Tokens system at KFC
Flight status at Airport
Observations:
Positive takeaways
  • Queue system should be in place to serve walk-ins on a first-come, first-served basis.
  • Customers want live updates in-store to avoid frustration while waiting.
  • iPad touch targets must be large & clearly visible, since staff often operate them from a distance on tables — not handheld like phones.
  • Airport-style displays show status updates clearly & efficiently — this approach works well.
Things to avoid
  • Avoid manual AR slip uploads and eye power entry — it wastes a lot of time & burdens optometrists.
  • Don't assume the phone number belongs to the person getting eyes tested. Example, parents give their own phone number for kid's eye test.

Collating Insights & Affinity Mapping

Grouping insights on whiteboard
Created feature matrix with product manager

Updating Design System

Added Variants for Tablet (iPad) and TV Interfaces

This ensured adaptability & consistency.

  • Title XL in Typography.
  • xl variant for Button.
  • lg variant for Checkbox & Radio button.
  • Modal popup.

Wireframe Explorations

1. Purpose of Visit Screen

Identified main elements:
  1. All purposes should be visible in one glance without any nesting,
  2. Customers mostly select 'eye test' and 'shopping' as their purpose of visit, moving them to higher priority as compared to other purposes &
  3. UI design should be eye-catchy.

Screen Divisions
Depicting interative elements on screen
Final Mockup
Snapshot from Store

2. Token Screen

Inspirations
Got the idea of depicting token slip
Identified main elements:
  1. Token number with approximate waiting time (in minutes),
  2. Customer details and their purpose of visit,
  3. Date and time of token generation (current time) &
  4. Area for showing offers, customer incentives etc.
Final Mockup (GIF)
Snapshot from Store
Token generated at store

3. Customer's List for Eye Test

Identified main elements:
  1. Customer queue should be sorted by token number,
  2. Next customer for eye test should be clearly visible,
  3. Show upcoming customers as much as possible with minimal scrolling &
  4. Optometrist should see as much customer info as possible

Final Mockup

4. Automatic Prescription Retrieval

Identified main elements:
  1. Manual work of printing AR slips, uploading images and entering prescriptions was inefficient — we aimed to eliminate it,
  2. First, we introduced Wi-Fi adapters and a desktop app to sync AR prescriptions directly to the system,
  3. Version 2.0 let optometrists view all synced prescriptions and manually select the correct one — but this was still time-consuming and
  4. Final solution: Use a unique 4-digit code to map a customer’s token to their AR prescription, showing only the right one instantly.
Final Mockup

Important Decisions

Get Customer's Visit Purpose Before Mobile Number

Comparison between the two flows - Clear intent builds trust
  • Asking for a phone number upfront without context makes it feel like a marketing tactic.
  • Insight: Customers need to know why number is being asked and what comes next — like selecting their purpose of visit.
  • Asking the visit purpose before the phone number made customers more comfortable & conversations smoother — customers saw their visit purpose recorded first.

Customer Profile Selection

Multiple profiles linked to one phone number
  • Customer profiles were not saved earlier — staff re-entered all info on every visit.
  • Insight: Often, one person (e.g. parent) gave their phone number for someone else’s eye test (e.g. child).
  • Hence, concept of customer profiling - primary & secondary - was suggested by me.

Prescription Syncing Desktop App

Patent pending

Software to sync prescriptions from machines to Lenskart database via Wi-Fi adapters
  • AR machines are now connected via Wi-Fi adapters - they relay info to a fixed IP address.
  • To sync prescription data with Lenskart's database, we needed an app to listen to the IP.
  • I designed a Windows desktop app (developed in-house) that receives & relays prescriptions wirelessly & securely.
About Adapters:
  • These Wi-Fi adapters securely transfer recorded prescriptions to a fixed IP address.
  • Patent is pending for these adapters.
Wi-Fi adapters connected with eye test machines

You're awesome!

Thanks for reading 💖

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