How would you measure the success of Warby Parker's Home Try-On program?

Introduction

Measuring the success of Warby Parker's Home Try-On program requires a comprehensive approach that considers multiple stakeholders and metrics. This innovative program allows customers to select and try on multiple frames at home before making a purchase, fundamentally changing the eyewear buying experience. To effectively evaluate its success, we'll examine key metrics across user engagement, conversion, and business impact.

Step 1

Product Context

Warby Parker's Home Try-On program is a cornerstone of their direct-to-consumer eyewear business model. It allows customers to select up to five frames to try on at home for five days, free of charge. This program addresses a key pain point in online eyewear shopping: the inability to try on glasses before purchasing.

Key stakeholders include:

1. Customers: Seeking convenience and confidence in their eyewear purchase
2. Warby Parker: Aiming to increase sales and customer satisfaction
3. Logistics partners: Responsible for efficient shipping and returns
4. Investors: Looking for growth and profitability

User flow:

1. Frame selection: Users browse and choose up to five frames on the website
2. Home try-on: Frames are shipped to the customer for a five-day trial period
3. Decision and purchase: Customer decides which frame(s) to keep and completes the purchase
4. Return: Unused frames are returned using a prepaid shipping label

This program fits into Warby Parker's broader strategy of disrupting the traditional eyewear industry by offering a convenient, low-risk purchasing experience. It differentiates them from competitors who typically rely on in-store try-ons or virtual try-on technology.

In terms of the product lifecycle, the Home Try-On program is in the growth stage. It has proven its concept but still has room for expansion and optimization.

Physical Product Considerations:

• Distribution channels: Direct shipping to customers' homes
• Inventory management: Balancing frame availability for try-ons and purchases
• Retail integration: Coordinating with physical stores for seamless omnichannel experience