Giving consumers the confidence to shop for eyeglasses online.

Clearly became one of the fastest-growing online eyewear retailers in the world by giving consumers an affordable and convenient way to buy contact lenses. Now, to tackle the challenges of shopping for glasses online, it’s using human-centered design to rethink the optical-shopping experience.

Seeing an opportunity.

Starting with a site that sold contact lenses in 1999, Clearly (known as Coastal in the U.S.) weathered the dot-com bust and expanded during the online retail boom. It started selling eyeglasses in 2008, and even established a factory when it couldn’t find a manufacturer able to meet its demands. But with only 4% of consumers buying eyewear online, the company recognized that people needed a more confidence-building shopping experience.


Clearly began working with Huge in 2015 to create a new, personalized digital experience that’s designed to instill customer confidence and simplify the decision-making process. The new ( includes MyFit, a proprietary tool that solves the problem of fit—a key pain point in shopping for glasses—by allowing users to see only frames that will fit their face based on information from their existing frames. This type of customized experience is crucial to attract people who may be reluctant to purchase glasses online for the first time and to ensure consumers return.

Foundation for the future.

And as the needs of eyewear customers change, Clearly will be able to easily adapt the online experience thanks to the implementation of a modern and full-featured Content Management System (Adobe Experience Manager) integrated with its existing eCommerce platform. is an exciting first step toward a digital vision that will change the way people buy eyewear and promises to transform the eyeglass industry.

More Work.

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