ZEISS Vision is a B2B company that sells lenses to opticians, the goal of this concept is to increase ZEISS' income by increasing sales of ZEISS lenses.

Our concept hinges on three facts we learned during research:

1. Consumers trust their opticians in the choice of lenses
2. Consumers really care about frames & shop around
3. Consumers almost always try on frames in real life for final selection & eye-measurement

Consumers are interested in finding their perfect pair of frames and will take whatever lenses the opticians recommend.
This user journey often has multiple pain points and consumers spend time shopping around for a while because of these pains. Once consumers find the desired frame, they will usually choose the brand of the optical lens the optician recommends. Consumers don't care about lenses. Educating consumers on the benefits of high-quality lenses is possible but yields low conversion, as lens choice is overridden by the optician's recommendation.