Lenskart Uses Stories with Language Toggle to Personalize the Buying Journey

Context

Lenskart is India’s leading eyewear brand, and buying glasses online can feel intimidating for first-time users — selecting the right frame shape, finding the correct size, and understanding lens options all add complexity. To simplify this, Lenskart uses a “How to Buy Your Glasses” section on its homepage featuring stories-style content cards. Each card covers a specific topic like “How to select right frame,” “How to find frame size,” and “What is Gold Membership?”

What makes this implementation stand out is the in-story language toggle — users can switch between languages while viewing a story, making the content accessible to a diverse, multilingual user base. The cards auto-highlight on scroll, drawing attention to each topic as users browse the homepage.

Why This Works

• Educational stories reduce purchase anxiety: Buying eyewear online involves decisions most users aren’t confident making without guidance. By embedding bite-sized educational stories directly on the homepage, Lenskart addresses hesitation at the point of discovery — before users even start browsing products.

• Language toggle drives inclusivity and reach: India’s app users span dozens of languages. Allowing users to switch languages within the story itself — without leaving the experience — removes a major barrier for non-English-speaking users and expands the addressable audience for product education.

• Auto-scroll highlighting captures passive attention: The card-level auto-highlight on scroll ensures that even users who don’t actively tap on the stories section still notice and engage with the educational content, increasing the chances of a guided buying journey.

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