Customer experience: Dresden Vision

BRAND LAUNCH

Sara co-launched and established a radical new approach to eyewear.

A founding member of eyewear & optometry brand Dresden, Sara grew the brand and operations from scratch with a truly customer-centred approach. Over 5 years, in her role as one of the business’ four principals, Sara was integral to growing the business to operating 15 retail stores and e-commerce in Australia, NZ and Canada.

Sara demonstrated that when design thinking and creativity are central to a business’ strategy, it can profoundly and positively shape every aspect of operations, service delivery, the customer’s experience and the brand’s expression.

Store design: Toronto, Canada

+ Sara brought a radically different eyewear shopping experience to life—a new-to-market, simple & modular frame & lens system.

+ A distinctive, humble and welcoming store aesthetic and customer service experience.

+ Clearly displayed prices, abundant racks of colourful, durable frames, visible on-the-spot lab.

+ Eco-friendly materials and messaging throughout store.

Prominently displayed prices designed to alleviate customer ‘Can I afford these glasses?’ anxiety.

Retail store creative direction. Collaboration with Seven Metres Square interiors.

Service design: Customers are welcomed to be closer to the making process with lens cutting lab in full view.

Interactive product display offers customers the opportunity to mix and match frame colours.