Customer insights as a game changer

Alcon is the global leader in eye care, who is the largest eye care device company in the world, with complementary businesses in Surgical and Vision Care. 

A client was going through a digital transformation and wanted to leverage online customer experience of inventory management. 

My task was to re-design the Surgical & Vision Care platforms for inventory management, which entailed functional and visual optimisations, alongside with designing new functionalities. 

Because of the project short deadlines there were no space for user tests, still the project concept has solid roots in the user insights shared by client. Knowledge about users resulted in designs which addresses crucial user problems and have capacity to manage various cases depending on the customer segment type, as large number of solutions fit both platforms. 

In the case studies I present two selected parts of the eco-system that I designed:  

• process for scanning and billing of contact lenses used in surgical operations,

• new delivery tracking functionality.

Selected works are presented in the context of client insights, as this helped establish the direction of the project.

The client asked us to design new functionalities in the system. As a briefing, I received two tickets with enigmatic-sounding names with requirements for developers. 

I asked the client if Alcon had conducted customer research. Fortunately, it turned out that they had. And that was a game-changer.

Based on the information from the client, we developed a Customer Journey. This task helped us understand the context of use, the emotions that accompanied it, and how often a given problem was reported by customers. 

Additionally, it was a great tool for conducting an in-depth interview with the client about their expectations. 

After collecting the necessary information, I could start designing.