Umami View
About the
project
Imagine if fish couldn’t swim. That would be more than a little weird. What would they even do? Sink? Just flop around at the bottom of the water?
It’s the same kind of weird to imagine an optician who can’t see. That’s the kind of story you could make a movie out of.
But Umami View didn’t want a movie. They only wanted a 90-second video that explained how their software could help optician businesses to organise their data in a more efficient manner. So, naturally, they asked us for help.
The key message Umami View wanted to convey to their potential clients was the simplicity and efficiency of their software compared to traditional optician business practices.
We decided the most effective way to convey this in a video would be a before and after approach. Audiences would be shown two scenarios, one of the difficulties present before the use of Umami View and one of Umami View’s solutions.
Now, if you’ve ever worked in customer service you’ll know that nothing is quite as stressful as having to make a customer wait an unnecessarily long time. So, this is exactly the situation we depicted to convey the inefficiency of traditional optician practices.
Opening visuals display an optician dragging items from one window to another whilst his desk is covered in random bits of paper. The messy workspace, paired with waiting customers illustrates the disorganisation and stressfulness of standard optician business practices.
Juxtaposing the uncomfortable opening scenes, the video then displays the Umami View user interface. The streamlined and high contrast screen shows the organisation the software can bring to opticians.
Audiences are also met with split-screen images of the customer in the store and reclining on her couch at home. We are pretty sure sitting on the couch with a hot drink is about as relaxed as you can get. So the association of these two images perfectly displays Umami View’s ability to provide a stress-free client experience.
Umami View loved the way this video showed the stark difference between customer interactions before and after the implementation of their software solution. We’d like to think we helped open the eyes of opticians everywhere. Kind of like the optician’s optician.
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Imagine a fish that couldn’t swim. Weird, right? Now imagine an optician who struggles with organisation and efficiency. Not exactly the image of clarity and precision you’d expect.
That’s where Umami View comes in. They developed a software solution designed to streamline data management for optician businesses, replacing the cluttered, time consuming traditional practices with something simple, efficient, and stress free.
But they didn’t need a feature length film to tell their story. They needed a 90 second explainer video - one that clearly illustrated the problem their software solves and how it transforms optician businesses.
Umami View’s key message was simple:
- Traditional optician workflows are inefficient.
- Umami View simplifies and optimises the process.
- This means a better experience for both opticians and customers.
To drive this home, we decided on a before-and-after approach, using strong visual contrasts to highlight the transformation.
Anyone who’s worked in customer service knows the frustration of making a client wait unnecessarily. That’s the pain point we wanted to emphasise.
We opened with an optician struggling with a cluttered, chaotic workspace - dragging files between windows, surrounded by stacks of paper, while frustrated customers waited impatiently. The stress and inefficiency were clear.
Then, we introduced Umami View. The moment the optician switches to their sleek, organised system, everything changes. The UI is clean, high-contrast, and easy to navigate. Processes are smooth. Customers are served quickly.
To further illustrate the impact, we used a split-screen effect:
- On one side, a customer is stuck waiting.
- On the other, she’s comfortably reclining at home with a coffee, having already completed her optician appointment hassle-free.
Because let’s face it - nothing says stress-free like chilling on the couch with a hot drink.
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We crafted a modern, professional aesthetic that reflected the efficiency of the Umami View software. The before scenes used muted colours, cluttered compositions, and slower movements to reflect frustration. The after scenes introduced a clean, high-contrast interface, smooth transitions, and open, airy spaces to represent ease of use.
Typography, colour choices, and UI motion design all played a role in reinforcing the sense of order and clarity that Umami View brings to optician businesses.
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Once the initial animation and storytelling framework were in place, we tested the video internally and gathered feedback from the Umami View team.
Through iterations and refinements, we:
- Fine-tuned the pacing to ensure clarity and engagement.
- Optimised the transitions between before-and-after visuals.
- Simplified UI animations to keep the focus on the ease of use.
After adjustments, the video struck the perfect balance between storytelling, information, and visual appeal.
Umami View loved the final video, and it perfectly captured the stark difference between inefficient optician workflows and the streamlined experience their software offers.
The video became a core marketing asset for their business, helping to educate potential clients and drive interest in their software solution.
We like to think we helped open the eyes of opticians everywhere... kind of like an optician for opticians.
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