A Single Foundation Codebase, Infinitely Flexible
Strategy
UX/UI Design
Development
Shopify Plus
Managed Services
System Integrations
Ongoing Success
Shopko
Fielmann Group AG (FIE.DE), one of Europe’s leading eyewear retailers, partnered with Black & Black Creative to deliver a future-ready ecommerce experience for the North American market. The goal: launch SVS Vision and Shopko Optical — Fielmann brands — on Shopify Plus with an experience that reflects the brand’s values of quality, accessibility, and innovation.
The result was a robust and scalable Shopify architecture, tailored to eyewear’s unique omnichannel needs. From complex lens selection flows to eye exam scheduling integrations, the new storefront blends elevated UX with backend flexibility—laying the groundwork for Fielmann’s continued global expansion.
What followed was a tightly orchestrated rollout at record speed (less than 4 months) — two storefronts, two sets of complex lens selection flows, two eye exam scheduling system integrations and a single codebase designed for efficiency, modularity, and scale.
At the heart of this project was the ambition to create a scalable foundation: one codebase powering eight distinct regional experiences.
Through our custom-built Shopify architecture, we implemented toggle-based modularity using Shopify’s theme customizer. This allowed site-specific features, apps, and content to be activated on a market-by-market basis—without disrupting the core code. The result? A maintainable ecosystem that flexes features and functionality effortlessly to meet the unique needs of each site, without sacrificing brand integrity.
Solving for Complex Lens Selection Flows
Eyewear is never one-size-fits-all—and Fielmann’s digital experience needed to reflect that. One of the most technically nuanced aspects of the project was designing a lens selection journey that could match the complexity of in-store consultations.
Working closely with the Fielmann team, we architected a configurable and intuitive lens path that dynamically adjusted based on prescription type, lens features, coatings, and user preferences. Every touchpoint— from lens upgrades to pricing logic—was built to guide users through a clear, frictionless process while accommodating intricate business rules behind the scenes.
The result: a best-in-class digital lens experience that mirrors Fielmann’s optical expertise online, empowering customers to make informed decisions with confidence.
Precision Navigation: Advanced Filtering & Predictive Search
With thousands of products available across collections, the Fielmann team emphasized the need for a robust and user-centric filtering and search experience—something their previous ecommerce platforms lacked. Together, we set out to design a navigation system that empowered users to easily refine and discover exactly what they were looking for, no matter the complexity of the catalog.
Through extensive UX workshops and iterative wireframing, we crafted an advanced filtering system tailored specifically for Fielmann’s product hierarchy. Beyond standard text-based filters, we introduced visually-driven options—like frame shapes and colors represented through images—to support faster, more intuitive browsing. Each filter interaction was thoughtfully designed to minimize cognitive load and maximize usability across devices.
In parallel, we built a high-performance search experience leveraging Shopify’s predictive search capabilities. We transformed the default search bar into a powerful discovery tool: on initial interaction, it offers curated products and collections controlled directly by the Fielmann team. As users begin typing, the predictive engine dynamically returns relevant product and category suggestions in real time—making search not just a fallback option, but a primary pathway to conversion.
Together, these systems ensure that users can navigate Fielmann’s extensive catalog with ease, while brand and merchandising teams maintain full control over how content is prioritized and presented.
Eye Exam Scheduler: Seamless Booking Powered by Smart Integration
For the Shopko site, Fielmann required an integrated scheduling tool that could enable customers to easily book eye exams at their nearest location. More than just a calendar widget, this feature needed to sync with multiple systems and provide real-time availability.
We developed a hybrid solution that combined a third-party Shopify store locator app with custom development, seamlessly integrating with Fielmann’s internal scheduling partner. The front-end experience was styled to match the Shopko brand, while the back-end logic ensured data integrity, HIPAA compliance, and centralized appointment tracking.
This powerful integration brought in-store services online, allowing customers to easily transition between digital and physical touchpoints—all while maintaining operational control for Fielmann’s teams.
Tailored Templates & Dynamic Merchandising Solutions
The Fielmann team came to us with a clear set of advanced merchandising requirements—features that were not supported on their legacy ecommerce platforms. They needed the ability to create differentiated experiences across product types, introduce dynamic content within collection pages, and gain granular control over variant presentation.
To meet these needs, we engineered multiple purpose-built templates at both the product and collection level. For product detail pages, we designed two distinct layouts: one curated for frames, with a heavy focus on lens compatibility and upsells, and another streamlined specifically for contact lens sales. Each template was optimized for the unique shopping journey those products required.
On the collection level, we built flexible templates that empowered merchandisers to either combine or break out color variants as needed—a key capability for eyewear assortments. Additionally, we developed dynamic content blocks that could be placed anywhere within the product grid. These blocks offered separate controls for desktop and mobile, and could pull in content from external recommendation engines—whether personalized product suggestions or editorial storytelling.
Using Shopify’s latest development best practices and metafields, we ensured every customization was modular, maintainable, and fully manageable by the Fielmann content teams. The result was a highly flexible merchandising engine that gave Fielmann the power to craft curated, localized, and high-converting shopping experiences—all without compromising site performance or scalability.
Enhancing the Vision
The Fielmann team approached the project with a clearly defined set of requirements and structured user flows—especially around lens selection, store location, and appointment booking. But our role extended well beyond translating specifications into code.
Leveraging B&B’s deep expertise in ecommerce UX, we collaborated closely with Fielmann’s stakeholders to identify key opportunities for enhancement. From streamlining navigation and optimizing accessibility to refining mobile interactions and visual hierarchy, we modernized the experience while staying aligned with the precision and care that defines the Fielmann brand.
Smart Integrations for Seamless Eyewear Journeys
To bring Fielmann’s eyewear experience online, we implemented a carefully orchestrated set of integrations that balanced performance, privacy, and personalization. These included tools for virtual try-on experiences, appointment scheduling, prescription capture, product wishlisting, and an advanced store locator—all tailored to meet strict regulatory standards, including HIPAA compliance.
A custom middleware layer ensured smooth communication between Shopify and Fielmann’s backend systems, enabling real-time data flow across customer touchpoints. Go-live-critical features were prioritized, while additional functionality was introduced in phased post-launch sprints to maintain a stable, high-performing site experience.
Outcomes & Impact
Codebase Efficiency | 1 shared codebase powering multiple regional storefronts with scalable architecture
Launch Velocity | Delivered in a phased rollout, aligned with internal milestones and regional readiness
Market Flexibility | Modular CMS with toggle-based sections empowered different teams to tailor content and UX for each site
Market Flexibility | Modular CMS with toggle-based sections empowered different teams to tailor content and UX for each site
Eye Exam Scheduler Integration | Embedded appointment booking through secure third-party and internal tools, fully integrated with store systems
Store Locator Integration | Seamless integration of store finder with geolocation and filtering capabilities
Data Continuity | Integrated backend systems to preserve prescription and appointment data without disruption
Post-Launch Enhancement | Global sprints introduced incremental enhancements post-launch
Cross-Functional Collaboration | Close partnership across different business teams, IT, legal and compliance to ensure alignment and success
Conclusion: Shaping the Future of Eyewear Commerce
Fielmann’s vision extended beyond a simple replatform—it demanded a digitally elevated experience that matched the precision and trust of its legacy. By merging their structured requirements with Black & Black’s strategic and UX expertise, we launched a scalable, future-ready ecommerce foundation tailored for one of Europe’s most iconic eyewear leaders.
From complex lens configuration flows to seamless appointment booking and localized content delivery, every element was purpose-built to support Fielmann’s omnichannel growth and operational excellence. Through tight collaboration, modular design, and smart integrations, we helped deliver a modernized digital presence that reflects both the brand’s heritage and its ambition.
Fielmann is now equipped not only for today’s customer expectations—but also for tomorrow’s vision.