Native Eyewear

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A reimagined e-commerce website for performance & lifestyle eyewear brand Nativeā„¢ Eyewear. Myself and fellow designer Garrett Wieronski were tasked with the creative vision for the website at Motive while working closely with White Lion for development.

Role Design, UX

Native Eyewear Homepage

The Objectives

There were a number of key objectives which were identified early on as crucial to the success of the website. These consisted of ensuring the website was accessible via any device, a clear path to checkout was available, and that performance of the website was optimized for all users.

Our Solution

We met the key objectives by adopting a mobile-first strategy and carefully plan the users experience within a responsive format by prototyping and iterating over potential bottlenecks. We then leveraged these prototypes to guide us during the design phase while also maintaining a live style guide, which ensured that design components were consistent and that thorough documentation could be provided to the development team.

Native Eyewear prototype


Interactive prototypes were crucial not only in our own understanding of how the content was interlinked and how the content would respond in a fluid environment, but key for the development team in understanding the site architecture and flow.

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Interactive Style Guide

We created an interactive style guide for our partner development team to ensure that design elements were consistently applied and to help aid in the development process.

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Native Style Guide
Native Eyewear products page
Native Eyewear responsive

The Results

The efforts of the team to adopt a mobile-first strategy paid off: the new site was transformative for the brand and for online sales, which resulted in over a 100% increase within a few months.

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