How a Singapore-based Eyecare Brand Turned a Complicated Lens Catalog of 27 Values Per Eye Into One Simple Subscription
Customers pick their lenses, & the store works out the price automatically.
It started with a founder who wanted eye care to feel fun.
Two Of A Kind, a Singapore eye care brand.
Two Of A Kind focuses on making eye health uncomplicated, personal, and fun. The brand sells contact lenses and supplies bulk orders of disposable lenses on a subscription basis, with WooCommerce as its platform of choice. Darryn Tan, the founder and CEO, reached out to customize product subscriptions around what each customer actually needs.
But the build is best described by the one who led it.
Dynamic subscriptions, automated pricing, and a site that got faster.
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.
A lens prescription is two numbers, one per eye.
Each eye needs its own lens strength. The price had to follow both in Darryn’s catalog
With 27 power values for each eye plus a subscription frequency, pricing turned complicated fast. Darryn approached us with a vision to refine the eyecare subscription platform into something intuitive and user-friendly, without disrupting the live store.
- Pick their powers
- See the right price
- Try before committing
- Clean product migration
- Automated pricing
- Pages built to convert
The real question
Two eyes, 27 power values each, and a choice of frequency add up to a catalog no one should price by hand. The question was how the store could do that work itself, on every product page, for every customer, instantly.
All in all, it came down to these 3 non-negotiables.
Subscription pricing had to adjust automatically to the attributes each customer selected.
Every existing product had to migrate into the new bundled model without losing data or disrupting the live store.
Product pages needed a fresh, user-focused design to improve clarity, engagement, and conversions.
Rebuilding it meant automating everything between choosing and paying.
Eight moves, and picking lenses stopped feeling like paperwork.
01 · The Subscription Engine
Powers in, price out, instantly.
Each product carries three key attributes, Left Eye Power (27 values), Right Eye Power (27 values), and Subscription Frequency, enabling precise customization per customer. An intuitive a-la-carte selection page generates sleeve products dynamically from user input, and a custom script calculates the price for every power combination automatically.
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Attribute-based products 27 values per eye plus frequency, structured cleanly.
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A-la-carte selection Sleeve products generated from what the customer picks.
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Scripted pricing Every combination priced by code, never by hand.
02 · Checkout, Trial & Design
From selection straight to purchase.
The purchase flow now redirects users straight to checkout with guest purchases disabled, keeping orders accurate and transactions secure. A Redeem Trial feature lets customers try products through home delivery or in-store pickup, and both the product archive and single product pages were redesigned for mobile and desktop.
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Streamlined checkout Straight from selection to payment, accounts required.
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Redeem Trial Try at home or pick up in store before committing.
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Redesigned pages Archive and product pages rebuilt for both screens.
03 · Growth & Cleanup
Marketing wired in, clutter cleared out.
Mailchimp now connects to the site, automating email campaigns and customer engagement workflows. A full website audit rounded out the work: unnecessary plugins removed, speed checked, and all essential plugins updated, so the rebuilt store runs on a cleaner, faster foundation.
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Mailchimp automation Campaigns and engagement flows run themselves.
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Plugin cleanup The unnecessary removed, the essential updated.
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Speed verified Performance checked as part of the handover.
From complicated combinations to a subscription that sells itself.
Sign-ups, up since launch
Checkout drop-offs, down
Faster on every page
More customers returning
With the engine running, here's how buying lenses changed.
From doing the math to just picking the lenses.
every combo, a complication
Pricing that could not follow selected attributes
Legacy products outside the new bundle model
Product pages that undersold the brand
picked, priced, purchased
Prices that update as powers are picked
Catalog migrated to bundles, store never paused
Redesigned pages on mobile and desktop
Do you have too many product variations for customers to work through?
Turn each choice into the right product & price automatically, so subscribers pick what suits them & your store does the math.
- See how subscriptions switch platforms
- Learn what protects renewals in a move
- Explore the calm after subscription chaos
Tech Partners Driving Business Outcomes
For 14+ years, we’ve partnered with ambitious businesses across industries that are investing seriously in growth and need websites built for what comes next.
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