Service Vision & Ecom Site (8 months)
Breaking into omnichannel for prescription glasses
ZEISS is known as an exceptional lens manufacturer, but they needed help reaching consumers beyond their physical optician network.
To stay competitive in the eyewear industry, they wanted to expand from a traditional brick-and-mortar retail supplier into the omnichannel space. The question was how to convince consumers to buy high-end prescription glasses online.
To stay competitive in the eyewear industry, they wanted to expand from a traditional brick-and-mortar retail supplier into the omnichannel space. The question was how to convince consumers to buy high-end prescription glasses online.
To stay competitive in the eyewear industry, they wanted to expand from a traditional brick-and-mortar retail supplier into the omnichannel space. The question was how to convince consumers to buy high-end prescription glasses online.
Using an iterative research methodology, we designed and validated a series of omnichannel experience offerings to increase consumer confidence around online purchasing. This included a detailed service blueprint and implementation roadmap. We also supported the launch of their first two e-com marketplaces in India and Brazil.
Using an iterative research methodology, we designed and validated a series of omnichannel experience offerings to increase consumer confidence around online purchasing. This included a detailed service blueprint and implementation roadmap. We also supported the launch of their first two e-com marketplaces in India and Brazil.
Using an iterative research methodology, we designed and validated a series of omnichannel experience offerings to increase consumer confidence around online purchasing. This included a detailed service blueprint and implementation roadmap. We also supported the launch of their first two e-com marketplaces in India and Brazil.
Outcomes
10
Service offerings on the roadmap
To differentiate ZEISS and encourage more consumers to buy prescription glasses online
2
Live online stores
Selling prescription glasses in Bangalore and São Paolo, with a dozen more planned to open within the next year.
18+
Retail partners onboarded
Onto the new online store in Bangalore, where the company is selling glasses in partnership with local opticians.
Team & Approach
Research Lead
Service Design Lead
UX Lead
2 Designers
2 Strategists
Product Owner
Dev Team
As the research lead (phase 1) & UX lead (phase 2), I was responsible for:
- Setting up an effective cross-methodology DR approach
- Planning 3 consecutive rounds of qualitative interviews
- Facilitating synthesis to ensure insights fed directly into new service & UX concepts
- Overseeing a quantitative survey of 900 consumers to prioritise concepts
- Planning & facilitating multiple ideation workshops with senior stakeholders
- Guiding ecom site architecture and core user flows
From multi-prong research to shop launch
We took an interative approach, conducting three rounds of interviews with Indian and US consumers to understand their motivations and challenges when it comes to buying prescription glasses.
Based on the initial insights, we developed a collection of omnichannel service concepts to encourage online purchasing. The concepts started as low-fidelity stimuli that we gradually refined with each round of consumer feedback.
We took an interative approach, conducting three rounds of interviews with Indian and US consumers to understand their motivations and challenges when it comes to buying prescription glasses.
Based on the initial insights, we developed a collection of omnichannel service concepts to encourage online purchasing. The concepts started as low-fidelity stimuli that we gradually refined with each round of consumer feedback.
A survey of 450 Indian and 450 US consumers helped us decide which offering concepts to move forward with. The data confirmed what stops consumers from buying prescription glasses online today, and revealed which concepts appealed the most to target consumers in both markets.
Omnichannel service vision & roadmap
Once these service offering concepts were ranked and refined, we mapped how they could be integrated across the consumer journey. We then worked with the ZEISS Vision team to create an implementation roadmap, starting with an online shop and gradually building up more services.
Once these service offering concepts were ranked and refined, we mapped how they could be integrated across the consumer journey. We then worked with the ZEISS Vision team to create an implementation roadmap, starting with an online shop and gradually building up more services.
Designing the first online shop
Following the research and concept phase, we helped ZEISS design their first e-commerce marketplace, where they're now selling prescription glasses in India and Brazil. We worked as an embedded design team next to ZEISS's in-house PO and development team.
One of the key UX and business challenges was how to bring local opticians onto the marketplace and convince them of the value of selling online through ZEISS.
Following the research and concept phase, we helped ZEISS design their first e-commerce marketplace, where they're now selling prescription glasses in India and Brazil. We worked as an embedded design team next to ZEISS's in-house PO and development team.
One of the key UX and business challenges was how to bring local opticians onto the marketplace and convince them of the value of selling online through ZEISS.
In order to give consumers confidence that they were ordering the right glasses, we explored how to leverage data and gamification to give personalized suggestions on which frames and lenses to consider.
"What really made a difference was you as a frog team. We very much appreciated your dedication, love for the details, and the care that you have always shown."
Head of Omnichannel Sales, ZEISS
