From print to digital to hybrid

For several years, the popular «Lighting Handbook for the Practitioner» has been published as a reference work. Now Zumtobel is moving towards mar-keting communication with a digital focus. With this case study, we show how to digitalize this handbook, for practitioners to get even more from the existing content which links to other Zumtobel channels such as the CRM system, onboarding programs, websites, etc.

In a first step, we analyzed the content of the printed handbook and redefined the structure before transferring it to the digital world. We categorized the content according to three levels: Information (CRM database) Explana-tion/Learning (interactivity) and Emotional (uplifting). For the UX design, we bring the Zumtobel brand into the digital age and, with the help of a com-pletely individual Cinema 4D concept, show how technology can lay the foun-dation for long-term design. As the user group of the lighting handbook rang-es from marketing staff to craftsmen, we developed a printed folder with a RFID (Radio Frequency ID) chip. By holding a cell phone near the folder, ac-cess to the platform is gained and information search via the CRM is possible. The folder is especially practical for the construction site as a place to store pre-printed technical information. This is not only indispensable for tradesmen but also keeps print costs to a minimum and protects the environment.