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The Challenge

Specsavers launched a digital transformation programme to ensure they continue to exceed the expectations of their customers and retain their status as the leading opticians in the 10 markets in which they operate.

To do this they needed to develop a vision of the future and a digital strategy that they could use to secure buy-in from partners and stakeholders across the world and secure investment for their development roadmap.

What We Did

Using existing data, supplemented by extensive research, we developed a range of customer personas, identified the principle customer need-states, then mapped the key customer journeys for each of these.

We then completed research to identify the moments of happiness, satisfaction and concern customers experienced across these journeys, pinpointing the steps that needed to be improved and proposing solutions for each of them.

We used this to develop a vision for the future for each journey and created video animations, narrated in the voice of each persona to bring this vision to life in an engaging way.


Based on the work we delivered, Specsavers were able to secure buy-in from partners around the world and complete and prioritise the development roadmap for the digital products and services that were required.

We then played the role of UX/UI lead across several agile teams, which led to the creation of a range of innovative products, such as online appointment booking, frame finder and virtual try-on functionality.

"Biglight has added value to Specsavers by applying their experience to our customers’ wide range of needs."James Witford - Head of Digital Marketing, Specsavers
Biglight Limited,
15 Leighton Place,
Kentish Town,
London, NW5 2QL
+44 (0)20 7989 2800
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