All work
VILLA EYEWEAR
(CASE STUDY) VILLA EYEWEAR · 2024
Designer eyewear, presented like the objects they are.
Redesigned Villa Eyewear’s storefront alongside the lead agency — a designer-led PDP, brand-story collection pages, and lens / colour variant treatment that puts the frame, not the form, at the centre.
Responsive · live homepage at 1440 / 820 / 414
(01) PROBLEM
Eyewear PDPs lose to lens complexity. Frames lose to category templates.
Fine eyewear is sold by designer, story, and silhouette — not by SKU and add-to-cart. The previous storefront read like a generic shop, with frames flattened into grid templates and lens / colour variants buried below the fold.
(02) APPROACH
Designer-first browsing, frame-first PDP, lens logic on rails.
- Designer story pages — full-bleed editorial collection landings (Eschenbach, J.F. Rey, etc.) with mood photography and silhouette filtering.
- Custom PDP variant selector — colour swatches, lens upgrade tier, prescription path.
- Editorial collection grids — taller frames, ambient photography, no price-shouting on hover.
- Curated brand routing — every collection is a designer story, not just a product feed.
- Plus-grade performance — image pipeline, lazy loading, async scripts.
(KEY PAGES)
Other pieces of the build, page by page.
(03) RESULT
Shipped on time. Editable daily.
- CVR
- + 28%
- LCP
- − 48%
- Repeat
- 1.6×
Frame-first browsing replaced category templates. Designer pages now read like editorial features. Variant logic handles colour + lens without exposing complexity to the customer.
(04) SCOPE
Stack
- Shopify
- Custom Liquid theme
- Custom variant logic
- Klaviyo
Deliverables
- Designer story landing pages
- Custom PDP with colour / lens variant logic
- Editorial collection layouts
- Brand-routed merchandising
- Custom Liquid theme
- Performance pass