Focusing
ZEISS ecomm

“We really wanted to capture an authentic slice of today’s world of scientific research,” Spain said. “So that meant talking to a wide range of demographics including male and female scientists and as many different races and ethnicities in the field as possible, because the scientific community is hugely diverse.”

The Goods team soon discovered that, as different as these scientists and their work was from each other, there was one thing they all had in common: the shared thrill of experiencing “breakthrough moments,” often via the microscope. That discovery became the crux of the team’s ultimate creative solution.

We generated vision prototypes for new capabilities that ensure researchers can effortlessly find the solutions they need. This included an enhanced website's navigation, site architecture that allowed researchers to self-identify with their use-case, and AI Capabilities that surfaced the content that researchers needed most.

We designed prototypes that offered simpler access to support and contact channels, along with features that utilized artificial intelligence to improve scalability.

Assuming consent for cookies, every interaction a researcher made on the platform was meticulously tracked, allowing for a highly tailored user experience. This data-driven approach meant that each click, search, and page view contributed to building a detailed profile of the researcher’s preferences, behaviors, and needs. By leveraging this information, the platform dynamically personalized their journey, offering content, recommendations, and solutions that were most relevant to their research focus and previous interactions.

For example, if a researcher consistently explored microscopy products, the system would prioritize showcasing related content, such as advanced lenses or relevant articles, during future visits. Additionally, by capturing interaction patterns, the platform could anticipate needs and provide proactive recommendations, streamlining the path to discovery. This personalized approach not only improved the user experience but also increased the likelihood of users finding the solutions they needed quickly and efficiently, leading to more meaningful engagement with the ZEISS brand and products.

Ultimately, this dynamic personalization enabled by cookie consent ensured that each researcher’s experience was uniquely optimized based on their behavior, maximizing relevance and minimizing friction in their journey.

For the Carl AI Assistant branding project, we crafted a brand identity that honors ZEISS’s rich heritage by naming the assistant after the company’s founder, Carl Zeiss. Our goal was to blend innovation with legacy, ensuring the digital assistant reflects both ZEISS’s pioneering spirit and Carl Zeiss’s legacy of precision and trust.

Through comprehensive user research and collaboration with the ZEISS team, we developed a modern yet approachable brand that embodies clarity, intelligence, and reliability. The branding emphasizes Carl as a knowledgeable and trustworthy guide, helping users navigate complex information with ease, while staying true to ZEISS’s core values of excellence and precision. The final deliverables included a complete branding package—logo, visual elements, tone of voice, and user interface guidelines—ensuring a consistent and intuitive experience across all digital platforms.

We asked ourselves, how might we design a system around ZEISS artificial intelligence that is easily identifiable, iconic to ZEISS' brand, and drives continued user engagement?

The team explored dozens of concepts for AI Design System.

We crafted digital experiences designed to transform ZEISS customers into advocates and ambassadors within the research community. By developing platforms that fostered collaboration, we empowered researchers to connect, share insights, and engage with each other’s work, thereby creating a strong, self-sustaining network centered around ZEISS products and services.

These interactive and community-driven experiences not only enhanced customer loyalty but also kept users engaged with ZEISS on a deeper level, making them more likely to recommend the brand to peers. By tapping into the power of customer influence, we effectively turned ZEISS’s most dedicated users into a valuable extension of its salesforce, driving organic growth and strengthening the company’s position within the research and scientific markets.

When it comes to Precision, Quality, and Value, ZEISS has them in spades. And now, Accessibility has entered the chat. This direction leans into all the incredible things that our microscopes can empower, but with a greater sense of urgency. Researchers can NOW get results (WOW) at a never-before-offered price with just a few clicks.

Release 1 for Project Eagle went live on July 3rd with the initial media push beginning on July 10th. As a fast-follow to the initial media launch of the "Wow Available" campaign, ZEISS would like to enhance existing campaign assets, expand media channels and launch messaging around key features.

The multi-year digital transformation partnership between Goods and ZEISS is driving significant progress toward the company’s ambitious goal of doubling year-over-year growth. By implementing an AI-powered e-commerce platform, ZEISS is enhancing customer experiences and streamlining product discovery for the research microscopy community. The initiative is enabled through a robust acquisition & a campaign and innovative service models, which are expanding ZEISS’s market reach and customer engagement. This transformation positions ZEISS as a leader in the digital space, empowering researchers and scientists with tools that foster collaboration and growth.