See Clearly For Life

See Clearly For Life - Zeiss

Campaign site - uiux

The proposal I had the privilege of collaborating with the renowned optics leader Zeiss on their "See Clearly for Life" branding campaign. Zeiss's goal for this campaign was to celebrate their legacy of innovation in vision care while also highlighting the personal journeys of their long-time clients.

For this project, I designed a comprehensive campaign page that wove together Zeiss's brand history with the life stories of their clients. Through thoughtful UX and UI choices, I aimed to create an immersive digital experience that would allow users to appreciate both Zeiss's technical expertise and the profound impact their products have had on people's lives.

The campaign page featured a timeline documenting Zeiss's key milestones, accompanied by testimonials and imagery that brought the clients' personal stories to life. I also incorporated interactive elements that encouraged users to explore Zeiss's innovative technologies and how they have evolved over the company's century-long history.

The final design was very well-received by Zeiss, who felt it successfully captured the essence of their "See Clearly for Life" brand message. The engaging, user-centric experience I created helped strengthen Zeiss's connection with both existing and potential customers.

Challenge
How might we design a campaign site that fully embodies the 'See Clearly for Life' brand messaging and visuals, while also strategically guiding users through an engaging experience that drives them towards key acquisition goals?

Solution

✅ A Seamless Journey from Awareness to Acquisition: Designing the 'See Clearly for Life' Campaign Site

To address the key objectives of the 'See Clearly for Life' campaign site, I designed a clear and intuitive user interface that guides visitors seamlessly through the brand's story and value proposition, ultimately driving them towards key conversion actions.

The information architecture of the site was structured to take users on a thoughtful journey, beginning with an immersive introduction to the 'See Clearly for Life' brand message and ethos. This was achieved through large-scale imagery, emotive storytelling, and strategic placement of the campaign's core themes.

As users scroll down the page, they are then presented with a visually engaging timeline that chronicles Zeiss's rich history of innovation in the vision care industry. Interactive elements and parallax scrolling effects bring this brand legacy to life in a dynamic, user-friendly manner.

Moving further down the page, I organized the site's content into clearly delineated sections highlighting Zeiss's diverse product offerings, from their market-leading optics technologies to their comprehensive medical vision solutions. Each product category features detailed information, high-quality visuals, and prominent calls-to-action to facilitate user exploration and conversion.

Finally, the campaign site culminates in a prominent search and booking module, allowing users to seamlessly transition from awareness and engagement to the crucial acquisition stage. This streamlined user flow, combined with strategically placed CTAs throughout the experience, helps guide visitors towards completing key conversion goals like scheduling an eye exam or purchasing Zeiss products.

OOH @ Central MTR station

Scan & Browse the campaign site

Overall, the intuitive information hierarchy, visually compelling design, and strategic conversion optimization work in tandem to create a truly immersive 'See Clearly for Life' campaign site that resonates with users and drives them towards valuable business outcomes for Zeiss.