Thailand’s largest online contact lens retailer, TA-TO.com, founded in 2001, offers name-brand contact lenses at discount prices with free delivery across Thailand. With over 3,000,000 boxes delivered, TA-TO.com ensures customers receive safe and authentic products sourced directly from manufacturers. Fred was tasked to lead the UI/UX process starting from ideation to the designing the e-commerce site based on their brand whilst tackling the challenges of their unique product range and high subscription rates, the new site launched in May 2023. Online sales surged from 47.6% to 87% of revenue, transforming the business from phone orders to online sales dominance. Google Shopping Reviews also improved, with 90% of reviews rating the business 5 stars, showcasing the positive impact of the new site on customer experience.