This was a group effort:
McKinsey Digital Shapers Challenge 2020.


McKinsey Assessment + Workshops
Handover of Concept & Design Freeze
Final Pitch & Judging, we won the Winning Team Award, and I received the Best Experience Designer Award


To increase sales of ZEISS lenses we researeched Consumer behavior and prototyped a multi modal omni-channel customer experience and sales funnel.
Read full concept (1 min)
Sellings Glasses online
ZEISS & McKinsey

Our Pitch Deck

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Three Prototypes


"Georg's precise and well articulated vision made him a key figure during the development process. [...]
Georg's skills and attitude have been instrumental to the success of the project."
Full recomendation on LinkedIn

Eric Nehrbass
Head of Disruptive Digital Solutions at ZEISS Vision Care

"With his outstanding communication style, Georg was able to lead the team successfully from the concept phase via different prototypes to the final web application."
Full recomendation on LinkedIn

Virginia Herbst
McKinsey & Company Senior Consultant

Workshops & Mentoring

Full Concept

20 second read

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.
If ZEISS offers a product that solves consumer pain points and guides consumers predominantly to ZEISS partners, then ZEISS lens sales are increased as ZEISS partner opticians will only recommend ZEISS lenses.

The SaaS platform offers a virtual room with a wider than in-store frame selection, search filters, and a virtual try-on. Friends can also suggest frames and try them on "your face" or swipe/tinder through many frames quickly.

Consumers learn about on social media like Instagram via virtual try-on face-filters or get onboarded in brick & mortar stores of ZEISS opticians, where the opticians populate the consumer's digital try-on room with the frames they already like in-store.