ZEISS Tumor Workflow

Workflow Steps

The ZEISS Tumor Workflow is an innovative visual toolkit for patient care which presents entire workflows. It’s presented as a versatile design language comprising of animated icons to demonstrate the workflow’s four chronological steps from evaluation to treatment.

Key visual

The steps

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The Tumor Workflow builds on our previous ZEISS Workflows multi-media framework with a new look and extended steps. It can be applied to physical and digital formats – including 3D, print, spatial, animated and 2D models and now interactive product presentations.

Icon language

At the core of the workflow’s storytelling is the animated icon language which signifies the steps involved in a workflow, as well as the physical devices (and their actions) used.

See = Digital magnification

Remove = Eroding surface

Check = Scanning lines

Treat = Radiation

Applications

This uniform language streamlines a system that is translated across all use cases and applied to physical and digital media, including:

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Web Design

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Print

Film
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Spatial Implementation
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project: ZEISS WORKFLOWS
client: ZEISS Meditec AG

creative direction: Lois Kainhuber
3D Design Key visuals: Nino Matthey, Jan Weber,
Motion design: Nino matthey,
Spatial Design:

ZEISS Workflows

Introducing a hybrid visual toolkit that sells
entire workflows, not just devices.

ZEISS Meditec's goal was to find imaginative ways to enhance their portfolio for patient care in physical and digital formats.

Our ZEISS workflows template can be applied to all mediums – including 3D, print, spatial, animated and 2D models.

The modular design elevates each workflow and highlights every step in its process, from evaluation to treatment, along with the matrix of corresponding surgical devices required for each procedure.

Concept

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A ‘workflow’ is an umbrella term for a set of consecutive clinical steps. We envision it as a folder that contains an index of all the steps required to carry out a medical process and aid the user’s experience.

In addition, each procedure’s corresponding devices – such as the Robotic Visualisation Systems required in neurosurgery, and ophthalmic microscopes used for retina, cataract, glaucoma and corneal surgeries among others – must be clearly mapped to each workflow.
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The bespoke icon language used throughout the individual steps form consistent signposts for each visitor. An individual workflow is assigned a name and corresponding bold key visual to form an overarching visual identity that is coherent and distinctive for all procedures.

Elements

ICONS

At the core of the workflow’s storytelling is the animated icon language which signifies the steps involved in a workflow, as well as the physical devices (and their actions) used.

See = Digital magnification

…and are animated to convey how the setups are an integral part of one workflow.
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KEY VISUALS

The enveloping workflows concept relies on a potent visual motif to resonate through the entire process, yet target each purpose and application. In parallel, it must also distinguish the workflows from the individual steps.