Carl Zeiss – Step by step to the perfect visual experience
Client

Carl Zeiss manufactures spectacle lenses for optometrists and consumers who demand the highest standards. At the heart of their work is the highly accurate eye measurement of individual customers. Measuring should be quick and simple to ensure the optometrist can focus on advising the customer.

The interaction and user interface designed by Intuity for the Carl Zeiss Vision iTerminal aims to ensure both easy operation by the optometrists as well as a positive user experience during the spectacle purchasing process. The quality of the consultation depends largely on how the optometrist relays optometric values and their meaning to the customer. In other words, to explain which measurements are taken and what the individual information entails. So how can awareness about quality, and the difference a premium pair of spectacles makes, be raised without overstretching the usual timeframe of a sales dialogue?

The customer should be actively involved in the process by providing them with a positive sales experience and vital technical facts. After all, if consultant and customer understand each other, the consumer’s needs and wishes can be answered in the best possible way.

The i.Terminal captures an exact image of the face and the chosen spectacle frame. During this process, biometric data is collected including, for example, the distance between the crown of the cornea and the lens. The information can then be employed for the highly accurate lens fitting simply by using a touch-screen. The user interface of the i.Terminal application actively integrates the customer into the fitting process, allowing them to experience the Zeiss brand ‘in action’.

Our aim was to create a gateway between specialist and layman: the user-interface is designed to support communication between customer and optometrist. Users are led through the application step by step, whilst each setting is visualised displaying changes immediately and showing complex data in an accessible manner. Qualitative user interviews conducted with optometrists formed the basis of our solution. Naturally, our team was instructed in the operation of these development systems to ensure they could manage and evaluate these competently. The research gained enabled us to identify relevant user requirements which formed part of an innovation theory for the new i.Terminal. We then joined forces with the Carl Zeiss team to take the project further. This covered everything from information architecture and interaction design through to software developers’ support for final implementation.

For eye chart and phoropter control and for the operation of VISUPLAN 500 from ZEISS, we have promoted user experience with 12 principles. Read more: “How to get it lean and more successful?”

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