Problem
Rodenstock, a leading manufacturer of premium eyewear, faced the challenge of enhancing the sales experience for their high-end glasses. Opticians, responsible for selling these glasses, were using outdated pen-and-paper consultations that did not engage or inspire modern customers. Rodenstock needed to create a premium, technology-driven experience that would reflect the quality of their eyewear and help opticians effectively sell premium products.
Background
Rodenstock, known for its precision and innovation in optics, realized that the traditional sales model was failing to meet the expectations of today’s customers. The pen-and-paper method used by opticians did not provide the modern, immersive experience required to match the premium nature of Rodenstock’s products.
In 2010, Rodenstock embarked on a journey to create a more interactive consultation process. The idea was to combine their award-winning hardware, which measures customers’ optical parameters, with a touch-sensitive software that could guide customers through the eyewear selection process. This would offer a high-end, personalized experience and allow opticians to better showcase the value of premium eyewear.
Stakeholders
The key stakeholders in this initiative were:
- Rodenstock: The client, seeking to transform the sales experience and drive sales of their premium eyewear.
- Opticians: The primary users of the software, needing a tool that would enable them to provide a more engaging consultation experience.
- Customers: The end users, expecting a premium, personalized, and modern purchasing experience for their high-quality eyewear.
The core problem was that the traditional consultation method was not aligning with Rodenstock’s brand image, and a technology-driven solution was required to provide a more inspiring customer journey.
2013 to 2017: Development and Innovation by “Moss and Lichens”
In 2013, Rodenstock partnered with Moss and Lichens, a consultancy that took over the active development, architecture, and support of the software. When “Moss and Lichens” took charge of the project, they became the driving force behind the evolution of the software. They oversaw the entire architecture and development, working closely with Rodenstock to deliver new features and ensure that the software aligned with the company’s vision.
Key contributions by “Moss and Lichens” during this period:
- Architecture and Development: “Moss and Lichens” led the redesign and expansion of the software, ensuring it was robust, scalable, and user-friendly. The software enabled opticians to provide tailored eyewear recommendations based on precise measurements taken with Rodenstock’s hardware.
- Innovations Showcased at OPTI Messe: During this period, “Moss and Lichens” developed cutting-edge features that were showcased at OPTI Messe, an important exhibition for the optical industry. These features were instrumental in demonstrating Rodenstock’s leadership in merging technology with the eyewear sales process, giving the company a competitive edge.
- User Experience (UX) and Engagement: “Moss and Lichens” placed a strong focus on user research and UX design, ensuring that the software was intuitive for opticians and engaging for customers. This enhanced the overall sales experience, making it easier for opticians to communicate the value of premium glasses.
2018-2019: Transition to Support and Maintenance
By 2018, Rodenstock began transitioning their development efforts from a desktop platform, built using Microsoft Windows Presentation Foundation (WPF), to a modern web-based platform using React. During this time, “Moss and Lichens” shifted their role to focus on maintaining and supporting the existing WPF-based solution while Rodenstock prepared for the next technological leap.
Key responsibilities in this phase:
- Ongoing Support and Maintenance: “Moss and Lichens” ensured the software remained stable and functional during the transition, addressing any issues or bugs that arose. This allowed opticians to continue using the system without disruption, even as the company moved toward a new platform.
- Knowledge Transfer: As Rodenstock’s internal team began working on the React-based solution, “Moss and Lichens” provided critical knowledge transfer, helping the team understand the architecture and functionality of the WPF-based software to ensure a smooth transition.
- Continuity and Stability: Despite the impending shift to web technologies, “Moss and Lichens” maintained the existing system to ensure that the premium customer experience Rodenstock had built remained intact throughout the transition.
Outcomes
The involvement of “Moss and Lichens” was pivotal to the success of Rodenstock’s premium eyewear consultation solution. From 2013 to 2019, their development and innovation transformed the traditional pen-and-paper consultation into a modern, touch-sensitive experience that aligned with the premium nature of Rodenstock’s products.
- Enhanced Sales and Customer Engagement: The interactive consultation software developed by “Moss and Lichens” allowed opticians to provide a more engaging experience, helping customers better understand the value of premium glasses, ultimately leading to increased sales.
- Industry Recognition: The innovations developed by “Moss and Lichens” were prominently showcased at the OPTI Messe, positioning Rodenstock as a leader in technological integration within the optical industry.
- Long-Term Stability: The software continued to serve opticians effectively for nearly a decade, supported by “Moss and Lichens,” until Rodenstock began transitioning to a modern web-based platform in 2019.
Future Considerations
As Rodenstock transitioned from the WPF-based platform to a React-based web application in 2019, the groundwork laid by “Moss and Lichens” ensured a smooth handover. The new web platform promises to provide even greater flexibility and innovation in the future, enabling Rodenstock to stay ahead of evolving customer expectations and technological trends.