FittingBox
Adapting a complex product for emerging markets
Mobile B2B app & B2C variations
Context
FittingBox set out to expand into emerging markets, where measurement reliability is critical and product expectations differ significantly from mature markets. The platform offers a wide range of advanced features, including:
3D frame digitization
AR virtual try-on
Pupillary distance measurement
However, in many emerging markets, opticians operate with different workflows, constraints, and levels of technical maturity. The core value of the product was not its full feature set, but its ability to deliver reliable measurements quickly and simply.
Context
Mobile B2B app and B2C variations
Mobile B2B app & B2C variations
FittingBox set out to expand into emerging markets, where measurement reliability is critical and product expectations differ significantly from mature markets. The platform offers a wide range of advanced features, including:
3D frame digitization
AR virtual try-on
Pupillary distance measurement
However, in many emerging markets, opticians operate with different workflows, constraints, and levels of technical maturity. A one-size-fits-all product approach was no longer viable.
FittingBox set out to expand into emerging markets, where measurement reliability is critical and product expectations differ significantly from mature markets. The platform offers a wide range of advanced features, including:
3D frame digitization
AR virtual try-on
Pupillary distance measurement
However, in many emerging markets, opticians operate with different workflows, constraints, and levels of technical maturity. The core value of the product was not its full feature set, but its ability to deliver reliable measurements quickly and simply.
My role
Lead Product Designer
Lead Product Designer
I led the translation of emerging R&D needs into actionable product concepts. My responsibilities included:
Mapping the existing product ecosystem and identifying gaps for emerging markets
Defining a coherent product scope tailored to
I led the translation of emerging R&D needs into actionable product concepts. My responsibilities included:
Mapping the existing product ecosystem and identifying gaps for emerging markets
Defining a coherent product scope tailored to different market priorities
Working closely with Product and Engineering to ensure feasibility and adoption
Supporting and mentoring junior designers to increase team autonomy and delivery quality.
different market priorities
Working closely with Product and Engineering to ensure feasibility and adoption
Supporting and mentoring junior designers to increase team autonomy and delivery quality
I operated in a context where product, design, and R&D had to align quickly under shifting priorities and limited time.
I operated in a context where product, design, and R&D had to align quickly under shifting priorities and limited time.
I operated in a context where product, design, and R&D had to align quickly under shifting priorities and limited time.
Objectives
Unlock access to a new, previously under-addressed client segment.
Objectives
Unlock access to a new, previously under-addressed client segment.
Objectives
Unlock access to a new, previously under-addressed client segment.
Achievements
Segmentation of an actuel MVP that focuses on measurement
Achievements
Segmentation of an actuel MVP that focuses on measurement
Achievements
Segmentation of an actuel MVP that focuses on measurement
Impact
Define a scalable foundation for adapting the product to different markets, aligning product capabilities with real user needs.
Impact
Define a scalable foundation for adapting the product to different markets, aligning product capabilities with real user needs.
Use Case
Making pupillary distance measurement the core of the experience
Making pupillary distance measurement the core of the experience
Making pupillary distance measurement the core of the experience
In emerging markets, measurement reliability directly impacts opticians’ trust and end-user adoption.
In emerging markets, measurement reliability directly impacts opticians’ trust and end-user adoption.
Challenge
This was high-stakes product work under technical, organizational, and market constraints. I had to define a viable product direction quickly, despite unstable technical inputs and evolving recommendations from R&D.
Problem
The product was designed for mature markets with advanced features, but failed to meet the needs of emerging markets like India, where users prioritized measurement accuracy over editorial features and operated with lower resources.
In emerging markets, the core value of the product was not its full feature set, but its ability to deliver reliable measurements quickly and simply.
The product was designed for mature markets with advanced features, but failed to meet the needs of emerging markets like India, where users prioritized measurement accuracy over editorial features and operated with lower resources.
In emerging markets, the core value of the product was not its full feature set, but its ability to deliver reliable measurements quickly and simply.
The product was designed for mature markets with advanced features, but failed to meet the needs of emerging markets like India, where users prioritized measurement accuracy over editorial features and operated with lower resources.
In emerging markets, the core value of the product was not its full feature set, but its ability to deliver reliable measurements quickly and simply.
Approach
I proposed separating the product into distinct use cases, focusing on a measurement-first MVP tailored to emerging markets instead of adapting the full existing experience.
I analyzed the product to distinguish measurement-critical features from secondary ones, restructuring the experience to prioritize speed, clarity, and reliability.
I proposed separating the product into distinct use cases, focusing on a measurement-first MVP tailored to emerging markets instead of adapting the full existing experience.
I analyzed the product to distinguish measurement-critical features from secondary ones, restructuring the experience to prioritize speed, clarity, and reliability.
Execution
Over 4 days, I:
Identified core value with sales
Decided to focus on what matters the most for those users
Made a lighter, measurement focused version that alignes with tech capabilites at the time.
Structure documentation for non-design stakeholders and give them a structure to discuss over.
Over 4 days, I:
Identified core value with sales
Decided to focus on what matters the most for those users
Made a lighter, measurement focused version that alignes with tech capabilites at the time.
Structure documentation for non-design stakeholders and give them a structure to discuss over.
Results
The design system was adopted by the team before my departure, becoming the foundation for ongoing product development without dedicated design support. Product and engineering teams were able to use the system autonomously, validating its clarity and usability.
The design system was adopted by the team before my departure, becoming the foundation for ongoing product development without dedicated design support. Product and engineering teams were able to use the system autonomously, validating its clarity and usability.
Make measurement easy
Clear, guided instructions at the right moment in the flow.
Build confidence
Accurate, reliable measurements that professionals can trust.
Enable adjustments
Simplified retouching at the user's fingertips, for a better user control.
Want to
Know more ?
Previous works
Complex products, real constraints,
measurable impact.
Previous works
Complex products, real constraints,
measurable impact.
Previous works
Complex products, real constraints,
measurable impact.
I’d like to get to know you.
Got a project in mind?
Let’s talk.
Email:
angela.seraille@gmail.com
I’d like to get to know you.
Got a project in mind?
Let’s talk.
Email:
angela.seraille@gmail.com