Checking in with an #EBGameChanger: Optical pro and 2024 #EBGameChanger honoree Danielle Crull, ABOM, shares how her new space aims to make vision care an unforgettable experience.

With its new space, A Child’s Eyes, See Moore St. of Mechanicsburg, PA, gained more than 2,000 square feet; it also found a hyper-focused sense of purpose.

“After 23 years of helping kiddos and families in glasses, I know how life-changing and impactful this moment is,” says business owner Danielle Crull, ABOM. “Creativity was at the heart of every decision we made.” Creativity and a palpable sense of passion—as Crull did all designing herself, down to devising and building the eye-catching and engaging optical displays.

“These aren’t just whimsical concepts,” she says. “They’re intentionally built to support how children experience the world.”

Of course, not all eyecare businesses cater so heavily to children, but Crull’s meticulous nature and successful strategic planning serve as an inspiration to ECPs looking to “make vision care an experience, not a transaction.” 

Structure + Surprise

For Crull, the biggest challenge with the new space was blending form and function, or “making a space that was whimsical yet practical for optical work.”

Although priority for fittings, eyewear displays, and overall patient flow was crucial, Crull wanted to keep the immersive storybook vibe intact.

The solution? 

Breaking down each section of the space by “story” or “neighborhood.”

“By building the office like a mini town, with an ice cream shop, market, library, [and] garden, we created structure and surprise,” says Crull.

Doughnut Forget Emotions

Crull shares that to appeal to children, you need to think like one. Ask yourself: “What do they want to touch, explore, see? Think beyond the exam room and the eye chart,” she advises.

To find success on this front, make eyewear displays interactive and fun—and easily accessible (not behind glass).

“Kids will often say, ‘I want the pink doughnut glasses!’ but they’re pointing to the doughnut decoration on top of the display,” Crull says. “Doughnuts they understand. Glasses? They’re still learning. That’s why your space should meet them where they are visually and emotionally.”

Older Appeal

Crull also wanted to make sure that older children and adults didn’t feel like an afterthought. The “Overlook Gardens” space was designed to evoke a peaceful, more sophisticated feel.

“For teens specifically, we designed charging spaces and have a dedicated selfie area,” she shares. “We encourage FaceTime calls and videos. It’s not about making them feel like kids, it’s about celebrating their independence in a way that still feels fun.”