Virtual try-on, a full online eye exam, and express Rx renewal, designed end to end for both customers and the doctors reviewing their exams. In year one: 60 partner doctors, 42 states, and roughly 84,000 prescriptions issued.
Luna operated as a sister brand under 1-800 Contacts, and I joined early to help design its suite of eye care products from the ground up.
Not every customer needs the same thing from online eye care, so we designed for three distinct products under one experience: Virtual Try-On, for shopping and previewing glasses through a webcam before buying; a full Online Eye Exam, for getting a brand-new prescription; and Express Renewal, for customers who just need an already-fine prescription renewed without a full new exam.
Each product needed its own flow, but they still had to feel like one coherent brand and one continuum of care, rather than three separate tools glued together.
Every exam a customer completed had to be reviewed and signed off by a partnered, licensed doctor before a prescription could be issued. That meant designing a second, entirely separate interface: a doctor portal for reviewing exam cases, adjusting or extending Rx length, and managing case load, built for speed and clinical clarity, not consumer polish.
Balancing a friendly, low-friction consumer flow against a fast, information-dense clinical review tool (for the same underlying exam data) was the core design challenge of the whole system.
The try-on experience uses a customer's webcam to render glasses on their face in real time, letting them shop with actual confidence instead of guessing from a product photo, closing a real trust gap for a category people are usually reluctant to buy sight-unseen. As we expanded into selling glasses directly (not just contacts), this became one of the most valuable pieces of the whole product.
By the end of year one, we were working with roughly 60 partner doctors across 42 states, and had issued around 84,000 prescriptions. A meaningful share of those customers also bought contacts through us, with a smaller but growing share buying glasses as we built out that side of the business.
Taken together, the three products generated $6M in annual revenue by letting customers go from "I need new glasses" to a filled prescription and an order, entirely online, without a single trip to a doctor's office.