Canon Europe has undergone a transformation programme, putting the customer experience at the heart of everything they do. In the light of this new approach, we were engaged to take and apply the learnings from their transformation research into the online customer journeys of lens buyers.

Lenses can be highly specialist and complex for Canon’s customers and creating a seamless journey from need to purchase requires a clear understanding of purpose and a level of technical understanding.


Our creative team approached every lens page as a unique experience and selected the appropriate imagery and content for the customer, providing information applicable to their decision-making process and needs. A carefully considered user journey naturally channeled customers to the right product and a point of purchase.


As a result, we were asked to support the Canon team in their European Head office. The team spent six-weeks working to apply the same updates as part of their website enhancement project. In total, we successfully launched 68 web pages, designed for both desktop and mobile use.