MyLook Magic Mirror

SapientNitroUS

Disrupting

Production / Professional

Team

Gwen Coleman-project manager, Peter Cundall- vp program management, Pete Tschudy – creative director, Vivek Agrawal – Director Technology, Scott Cleversey – Account Executive, Michael Christy – Sr. Interactive Developer, Joe Carpenito – Interactive Developer L2, Sean McInerney – manager mobile solutions, Andy Macey – Vice President Business Consulting, John Grassis – Manager Interactive development, Kait Strovink – Associate Creative Director, Lynn Bossange – Copy Writer, Josh Bean – Sr. Art Director, Erik Lund – Designer L1, Meredith Lambert – Information Architect L1, Todd Kozan – Director Interactive Program Management, Fredrik Elvehede – Manager Program Management, Michael Gill – Sr. Manager Program Management, James Liu – Contractor, Joseph Howard – Manager Mobile Solutions

Overview

As anyone who wears glasses can tell you, shopping for a new pair can be a frustrating experience. Glasses are one of the few purchases that define how you look. But when you try them on in store, you can’t truly see how you look through the plastic lenses of the store frames.

LensCrafters, an eyewear retailer, wanted to help their customers feel more confident in their choice of frames—resulting in fewer returns and a happier customer. And we recognized an opportunity to reimagine what a mirror could do to aid in choice.

Audience

The idea for myLook came from insights unearthed during field research. We observed customers struggling to assess how they looked in store frames without being able to see properly. Furthermore, many walked in without a friend or partner – the people they rely on to help make important style decisions. The store mirror was one tool all customers used, no matter what age, demographic, or style preference. We felt it could be reimagined to help solve these problems. With myLook, we established a set process for evaluating store frames while helping customers see their new look like never before.

Impact

Since it launched, myLook has helped thousands find their look with confidence—leading to fewer returns. Customers no longer have to squint into mirrors to see themselves through non-prescription store lenses. And store associates have a more personal way of breaking the ice with customers.

Already, myLook is evolving. We’re preparing to roll out at least 50 more mirrors in the coming months. Over the next two years, myLook 2.0 will be rolled out to hundreds of stores coast to coast. The design phase for this enhanced version is currently underway, and includes design alignment with more store types as well as close integration with LensCrafters’ omni-channel goals. Transforming the way people shop for glasses, and what an in-store mirror can do to aid in choice.

Craft

From design to execution, myLook is custom-built. It blends facial recognition technology, sonar detection, product bar code scanning, multi-stage lighting, and nine simultaneous cameras to capture a customer’s look from every angle.

As a customer approaches myLook, sonar detects their presence while facial recognition software analyzes their height and activates three of the device’s nine synchronous cameras. This ensures their photos are captured from the best possible angle. And to ensure they look their best, multi-stage lighting is used—so they’ll like what they see.

We wanted myLook to feel like a permanent part of the store—not a temporary kiosk. So we worked with the store design team to fit the myLook mirror into the existing store environment.

Knowing that myLook would be a new experience for every customer, we made sure it was intuitive and easy to understand. The interface is big and bold, and relies on simple language, animations, sound, and color cues, making easy for everyone to use—including the visually impaired.

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