Two of A Kind
Industry
Location
Project Scope
Project Duration
Based in Singapore, Two Of A Kind is an eye care brand that focuses on making eye health uncomplicated, personal, and fun. They sell contact lenses and provide bulk orders of disposable contact lenses on a subscription basis.
Having selected WooCommerce as the platform of their choice, our client Darryn Tan, the founder and CEO reached out to us as he needed help in customizing the subscription of products based on the needs of the customer.
"This project was a great balance of technical problem-solving and UX thinking. Building dynamic subscriptions with multiple power combinations and automated pricing was challenging but very satisfying once everything clicked. The new selection flow, updated product pages, and trial-redeem feature came together smoothly, and the Mailchimp integration tied it all up nicely. Overall, the improvements made the site faster, clearer, and much easier for customers to use—which is always the goal."
Arunesh Parab
CTO, WisdmLabs
The Challenge
Building an online store isn’t just about selling products—it’s about delivering a seamless and personalized shopping experience. Our client, Darryn Tan, approached us with a vision to refine their eyecare subscription platform to make it more intuitive and user-friendly.
In summary, the client’s main challenge was to transform their existing WooCommerce store into a more efficient, personalized subscription-based platform while maintaining smooth functionality and a great user experience.
We implemented a multi-step approach to streamline product subscriptions, automate price calculations, and enhance the overall shopping experience for eyecare customers. Each step was designed to simplify backend management while ensuring a smooth, personalized buying journey.
1
Custom Product Selection Page: Built an intuitive a-la-carte subscription selection interface that dynamically generated sleeve products based on user input.
2
Streamlined Checkout: Configured the flow to redirect users straight to checkout while disabling guest purchases, ensuring order accuracy and a secure transaction process.
3
Custom Design Implementation: Redesigned both the product archive and single product pages for mobile and desktop to improve usability and engagement.
4
Website Audit & Cleanup: Performed a full website audit—removing unnecessary plugins, checking speed, and updating all essential plugins for optimal performance.
Result
✅ Improved User Experience: Shoppers now enjoy a smoother, more intuitive journey from product selection to checkout.
✅ Higher Customer Satisfaction: The simplified subscription process and personalized options enhanced convenience and trust.
✅ Stronger Brand Perception: The modern design and seamless functionality reinforced the brand’s image as a premium, customer-focused eyecare provider.
✅ Operational Efficiency: The new setup reduced administrative effort, making it easier for the team to manage products, pricing, and campaigns.
Impact
The improvements made to Two Of A Kind’s subscription system and website experience led to measurable gains across multiple areas of performance and customer engagement.
Increase in Subscription Sign-Ups
Reduction in Checkout Drop-Offs
Faster Page Load Times
Growth in Returning Customers
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