Luxottica is one of the world’s leading eyewear brands, but that didn’t make it immune to competition from cheap online alternatives. Faced with declining market share, they needed to grow foot traffic, sales, and brand loyalty. But first they needed to understand what a “uniquely Luxottica retail experience” was…and what it could be.

Challenge

Ziba worked with Luxottica’s brand team to clarify their unique brand promise, which informed a complete new retail experience strategy. Physical stores became ‘service centers’, and a dizzying 18-stage customer journey was simplified to just three service touchpoints. We took cues from theater and educational theory, to guide customers through the streamlined experience. Then we prototyped and refined it at full scale, until it was intuitive and satisfying in a way no online retailer could match. Environmental and communication design—from story and imagery to digital touchpoints—reinforced the brand’s superior quality, value, and fashion. 

Solution

The pilot OPSM ‘service center’ launched in central Sydney in 2015, and within a year had shown sales growth of 6.8%—despite growing competition from online upstarts. The concept has gone on to inform redesigns in nearly 80 stores throughout Australia.

Impact

The line between eyecare and eyewear was getting in the way of a great customer experience. So we decided to get rid of it. 

The retail store, reimagined as an elevated service experience.

What kind of in-store experience does it take to fight online upstarts?

At that time digital commerce was really nascent, especially in Australia. We predicted the impact e-comm would have on retail and while our retailers were focused on an assortment arms war we reimagined the role of the store as a 'service center'. We reimagined the OPSM store from the ground up to amplifying engagement, unleashing expertise of team members and celebrating an elevated service experience. As covid accelerates adoption of e-commerce, the role of the store will need to be reconsidered in its entirety. And who knows, when the dust settles and people venture outside again, maybe that role will be the service center!

Daimler Trucks North America (DTNA) is the leading commercial truck manufacturer in the US, and they never stop improving. As DTNA’s vehicles become smarter and more autonomous, they also produce torrents of data, that could be leveraged to improve efficiency and expand offerings.

In the space of just a few months, Ziba designed, prototyped, and launched a user-centered digital platform for optimizing and displaying data in real time. Using this platform, called Detroit Connect, DTNA customers can monitor vehicle location, movement, and status, helping them improve vehicle safety, performance, and uptime, and reduce fuel and operating expenses. 

Detroit Connect is now installed on over 30,000 vehicles, operated by 35 of the largest freight hauling companies in North America. With detailed readouts, analytics, and leaderboards, it’s transforming the way professional drivers and fleet managers do their jobs.

Streaming vehicle data can revolutionize your business. But first, it needs to make sense to humans.

Ziba is helping Daimler articulate and understand the needs of our customers, and acting as an extension of the telematics group, translating ideas into products.

A digital platform gives customers the visibility they need to optimize performance. 

Trucks can talk. But what are they saying?

The arrival of the iPod and iTunes was challenging the whole idea of radio. So Sirius, the world’s largest, most innovative satellite radio company, had to reinvent the radio experience for a more discerning market. More than just a better interface, they needed to get to the true promise of radio—the unique qualities that made it appealing, even in an era of instant media gratification.

Ziba and Sirius teamed up for what would become a years-long partnership. Sirius had world-beating technology and the drive to innovate, and Ziba had a customer-led methodology that uncovered new opportunities and led to products that met them. The S50 “Stiletto” satellite radio was a great example: the interface satisfied listeners’ thirst for discovery and immediacy, while an embedded satellite antenna and WiFi connection ensured access nearly anywhere.

In the third quarter of 2005, shortly after the release of the Stiletto, Sirius saw its subscriptions jump by 90% year-over-year. Better still, revenues grew by 250%, positioning the company for a merger with XM.

There’s still some controversy around who invented radio. But there’s no doubt that Sirius reinvented it. 

A smarter media player lets customers access live content, anywhere.

How do you reinvent radio for the iPod era?

Featured Project Work

Recognized as a pioneerin customer insights and design research methods, Customer Experience is a foundational cornerstone of Ziba’s practice.

Ziba has developed curriculums and activation programs in collaboration with CX industry leaders curating meaningful customer experiences into transformative CX initiatives. Please inquire at newbiz@ziba.com

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Featured Project Work

OPSM Luxottica

Daimler Trucks North America

SiriusXM