A Gentle Lion

Bolon Eyewear: Global Website Revamp & Launch of E-commerce

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by

Jade Pang
in

Global Revamp & Launch of Digital Flagship for a Fashion-Forward Eyewear Brand

Client Overview

Bolon Eyewear is a leading fashion eyewear brand with a strong presence in Asia and Europe. Known for its wide range of stylish designs, Bolon positions itself as a brand that balances high level of craftsmanship and high quality materials with accessible price points, while empowering consumers to express their personal style without compromise on comfort.

Project Overview

The project was a comprehensive revamp of Bolon’s website and the launch of its first global e-commerce platform.

The vision was to transform Bolon’s digital presence from a brand showcase into a fully functional, mobile-optimised online store that could support multiple markets, with localised content tailored to specific countries.

The Challenge

While Bolon enjoyed strong offline retail presence, its online experience was limited and inconsistent across regions. The existing website did not reflect the brand’s global aspirations, nor did it deliver the seamless e-commerce functionality modern fashion consumers expect.

The challenge was to:

  • Build a scalable e-commerce platform optimised for mobile shopping and multi-market localisation.
  • Translate Bolon’s brand storytelling into a digital-first experience.
  • Balance fashion-led lifestyle positioning with clear, conversion-driven UX.
My Scope
  • Global e-commerce website design and launch
  • End-to-end UX and UI design
  • Mobile-optimised shopping experience
  • Localised content and pricing integration for key markets
  • Brand storytelling: lifestyle fashion, individuality, and craftsmanship
  • Curation of brand and product visuals, lifestyle photos and visual design
  • UX optimisation for mega menu, product pages, and recommendations
Design Approach

The design approach was twofold: brand storytelling and conversion-driven e-commerce.

  1. Brand Narrative
    We shaped the digital identity around Bolon’s core promise: fashionable eyewear for every lifestyle. The website integrated editorial-style storytelling to highlight individuality, versatility, and high craftsmanship, while framing eyewear as both a fashion accessory and an everyday essential.

2. UX & UI Design
I designed the end-to-end e-commerce journey with a strong focus on usability:

  • Mega menu navigation for easy browsing across collections, styles, and categories.
  • Product detail pages featuring high-resolution imagery, 360° product views, comprehensive descriptions, colour selections, transparent pricing, and clear CTAs.
  • Smart product recommendations based on browsing behaviour, encouraging discovery and cross-selling.
  • Mobile-optimised layouts, ensuring a seamless experience on smartphones, the primary shopping channel for many users.

3. Localisation
Content and pricing were tailored to local markets in South-east Asia, China and Europe, ensuring relevance across languages, currencies, and regional campaigns while maintaining a unified global brand presence.

Localised content played a key role in strengthening Bolon’s global presence. By tailoring campaigns for each market, the website was able to feature brand ambassadors that resonated with local audiences, for example, Hailey Baldwin in US, Europe and China, and Davika Hoorne in Thailand.

Ambassador for markets in USA, Europe and China.
Ambassador for the Thailand market.

This approach not only built stronger cultural relevance but also deepened emotional connection with customers, ensuring the brand felt aspirational yet authentic in every market.

Deliverables
  • Responsive global e-commerce website
  • Full UX and UI design system
  • Mobile-optimised shopping experience
  • Localised content and pricing setup
  • Curation of product photos, lifestyle brand visuals and content integration
  • Storytelling modules for fashion-forward eyewear styles and craftsmanship
About Bolon and its ambassadors
Narrative on high quality materials and high level of craftsmanship
Easy access to search bar on persistent nav bar.
High quality photos, comprehensive descriptions, transparent pricing and clear call to actions. Product recommendations at the bottom of the page to cross-sell and encourage further browsing.
Mobile-optimised shopping
High-fidelity website prototyping
Outcome

The launch of Bolon’s global e-commerce website marked a pivotal shift in its digital business. The platform delivered:

  • Strong sales growth across China and European markets post-launch.
  • Improved customer engagement with longer browsing sessions and higher conversion rates.
  • A cohesive global brand presence that balances lifestyle storytelling with accessibility.
  • A scalable foundation for Bolon’s continued digital expansion.
Business Impact

Strong sales growth across China and European markets post-launch.

The Sunglasses & Readers division contributed strongly to the regional performance, thanks mainly to a robust performance of Bolon™, which has seen its expansion into optical frames prove extremely successful.

The Sunglasses & Readers division posted revenue of Euro 200 million, up by 1.7%. Strong gains at Bolon™ in China and in the European businesses.

– Essilor Luxottica Press Release

What I Learned
  • Fashion e-commerce is about balance. Storytelling inspires, but usability converts. Both need equal weight.
  • Mobile-optimised is non-negotiable. Ensuring that designs adapt seamlessly to small screens made the shopping experience far more intuitive and enjoyable.
  • Localisation drives trust and brand loyalty. Local currencies, content, and campaigns were crucial in building credibility and relevance across regions.
  • Details in product pages matter. From photography to CTA placement, micro-decisions shaped the customer’s confidence to purchase.
  • Global e-commerce requires flexibility. A design system that could scale across markets was essential for long-term success.

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