Case Study:

tooz Technologies

Germany

Project Overview

tooz technologies, a spin-off of ZEISS,  is a B2B engineering and licensing company. tooz develop optical systems and solutions for smart glasses with and without prescription as a turnkey solution. These projects with tooz were completed as an in-house role, which spanned projects such as Web Design and Development, Social Media Management and reporting, Content Creation, App Design, UX/UI Design and App Functionality Development. Additionally, in preparation to join the B2B market a Brand Identity was developed and implemented.

Roles and Responsibilities

Project Management

Research and Analysis

Content Strategy

Content Creation

Brand Strategy

Brand Identity

Graphic Design

SEO and Analytics

Web Design and Development

UX/ UI Design

iOS/ Android App Design

Project Goals

creative direction

Establish a robust creative direction that would unify the brand’s visual and conceptual identity across all marketing channels. This involved developing a cohesive aesthetic, tone and messaging strategy that would resonate with the target audience and distinguish the brand in a competitive market.

Web design

Lead the design and build of two mobile-friendly websites which reflects the brand’s identity and values. The content was funnelled into two main streams; B2B and B2C. 

App Design

Includes use case exploration, user reasearch, design trend investigation and complete app documentation and requirements. These projects also included testings, revisions and cooperating with the app developers on a daily basis.

UX/UI Design

Focused on re-designing the tooz “My Smart Glasses” app for a better UX/ UI experience, the app streamlined how the content and customisations are displayed to the user, enabling a shorter learning curve. 

Social media

Gradual introduction of the brand to the public via LinkedIn and Instagram, which included content creation and channel/ community management. 

Challenges and Learnings

visual creation of marketing funnels (B2B & B2C)

Colour co-ordinating the divided marketing funnels (consumer-focused and B2B) was imperative to staying true to the identity of the brand. Customers were able to visually recognize the brand and subsequently discern which platform met their needs.

responsive design

Seamless website performance across various devices and screen sizes was paramount to the success of the website development. Additional testing and optimisation was required to deliver a consistent user experience.

aligning visions and expectations

Establishing clear communication channels and setting up regular feedback workshops helped in aligning the team and stakeholders, minimizing conflicts and ensuring everyone was on the same page.

consistency across platforms

Ensuring brand consistency across all marketing channels and materials involved developing comprehensive brand guidelines and training team members how to apply and use them.

iterative design process

Using an iterative design process, with regular feedback loops, allowed for continuous improvement and refinement of the app design and real-life application and functionality.

user centric approach

Gaining a deep understanding of the diverse needs, preferences, and behaviors of the target audience. Including user research, regular feedback and testing.