Flutter Eyewear - Launching an Oprah-favorite fashion brand | Case Study in eCommerce

Flutter Eyewear

Launching an Oprah-favorite fashion brand

Flutter Eyewear sells the “Manolo Blahniks of reading glasses” through an elegant online shopping experience that yields the perfect pair.

Flutter EyeWear ECommerce

With product, creative and a brand strategy in place, Flutter Eyewear needed a robust ecommerce site that would bring their startup to life in a custom online store. To sell fashionable reading glasses, a critical component was a way for women to virtually try on glasses that is as fun as shopping.

Marker Seven created a shopping experience as rewarding as visiting a brick-and-mortar store, bringing the Flutter brand to life through a series of easy-to-use tools that help women find the right styles for their personality, get expert recommendations and try on and compare multiple styles.

Marker Seven Services

Insight & Planning
Digital planning
Problem definition
Focus Groups

Experience & User Interface
Technical design
Multi device responsive design
Information Architecture
Interface design
Experience design
Content design

Digital Products
Custom Applications
Web-based publishing platform
E-Commerce Platform
Measurement
Product Performance Measurement and Analysis
User testing and usability

OUR WORK

What Glasses Should I Buy?

To counter the depressing experience of trying on unattractive reading glasses at a drugstore kiosk, Flutter wanted to help women choose a pair that would flatter their face. Marker Seven built a tool to help users determine their face shape and find the style of glasses for that shape. From there, we implemented a third-party application to provide a virtual dressing room. Each frame was photographed from all angles so customers could upload pictures and get a 360-degree view of what they look like with the glasses on. The site also offers a “paper dolls” feature for customers to print and cut out a 3D version of the glasses to try on at home.

Bringing an ECommerce Brand to Life

The Flutter founders knew their audience well. From the talk show circuit to the red carpet, they were building a brand known for bringing high fashion to the dreaded experience of buying reading glasses. Like many startups, the website is the first place where customers experience the brand. As a solely ecommerce brand, we had the responsibility of bringing the Flutter brand to life. We made sure that we were aligned with the client’s vision, understood their market and were delivering a design that felt spot on. The visual expression, though, is just a wrapper for the shopping experience. We brought big league ecommerce knowledge and interaction expertise to the table to make sure that Flutter customers had the experience the brand promised.

The Logistics of Online Sales

Implementing a Magento ecommerce platform required us to talk Flutter through all the logistics of online sales. Product organization and segmentation, taxation requirements, estimated shipping and integration with the shipping process, reporting and an integration with QuickBooks for back-end office management, all had to be addressed. Our experience enabled us to discern what could be used off-the-shelf from Magento and what would need to be custom built. We identified day-to-day challenges the Flutter team might experience in running an online direct-to-consumer sales site and provided direction on online promotions and digital marketing to funnel traffic to the site.

A Full Suite of Capabilities

Working for a startup pretty much means being part of the startup. As the communications, design, digital strategy and ecommerce department of Flutter, we had to jump in and execute with a level of commitment on par with the founders. Absorbing and understanding the company’s goals meant that we often helped address and advise on issues beyond the normal scope of work. As an extension of the client team, this kind of working foundation earns the kind of trust that makes for strong long-term relationships.