Coboworx

A digital direct sales platform with a rental model creates recurring revenue.

Scalable business model:

Introduction of rental and subscription models for collaborative robots (cobots) with recurring revenue.

Digital direct sales:

Development of an intuitive online configurator that supports the traditional sales process.

Customer centricity:
Reducing complexity and building trust through transparent cost breakdowns.

Consistent brand experience:
A scalable design system for efficient development and recognisability across all touchpoints.

Coboworx set out to make robotics easier to adopt for small and medium-sized businesses. Instead of high investment and complex planning, the company offers robots on a rental model — quick to deploy, predictable and flexible. To make this offering tangible digitally, a new sales channel was built: online, direct and user-centred. The goal was to remove barriers and make booking a robot as easy as taking out a software subscription.

View of the coboworx home page in desktop and smartphone format. A robot is partly visible in the background.

Rental and subscription models as growth drivers

Instead of classic product sales, coboworx relies on a servitised business model with rental and subscription offers. Customers benefit from low entry costs, predictable monthly rates and all-round service — an attractive proposition for cost-conscious SMEs.

For coboworx, this creates a predictable, recurring revenue model with high scalability. The business model turns robotics from a capital-intensive purchase into a flexible service product.

Renting a cobot: screen view in desktop and smartphone format. The desktop view shows the start of the configuration with a choice of three categories, "Basic", "Pro" and "Pro Plus", with three bullet points on the quality of the service. The smartphone view shows the finished configuration with a "Get a quote" button.

The online configurator as digital direct sales

At the heart of the digital solution is an intuitive online configurator that makes complex automation understandable. In a few steps, users can put together individual robot solutions — transparently, visually guided and without sales pressure. That not only reduces the need for explanation, it replaces the traditional field sales force with a scalable, digital customer journey.

The tool was developed in close collaboration with the target group — iteratively, user-centred and focused on ease of use. The result speaks for itself: the number of qualified leads has tripled.

A consistent look for scalable digital products

To reinforce coboworx's modern positioning visually as well, the brand style guide was translated into a digital design system. We reworked the existing corporate identity and built core UI components following the atomic design principle.

The result: a consistent, scalable system that enables coherent user experiences and efficient development not only for the online configurator, but for future digital products too.

Detail of the "coboworx" design system showing typefaces, type sizes, colour palette, grids, icons and button states

Success factors of collaboration

The path to digital direct sales at coboworx was shaped by close co-creation, a clear user focus and a structured approach — based on our design and consulting standard DIaaS® (Design Innovation as a Service).

User Research

Qualitative interviews with representatives of the target groups to identify key pain points and needs along the customer journey.

Digital product conception

Design of a user-centred online configurator for configuring and booking automation solutions with ease.

UX and UI design

Development of a clearly structured, intuitive user interface focused on comprehensibility and conversion optimisation.

Development of a design system

Reworking of the corporate identity and translation of the brand style guide into a scalable digital design system following the atomic design principle.