---
title: Case study | Guiding Biolin Scientific's customers to relevance
description: With the Instrumentor, an interactive instrument selector, we helped Biolin Scientific with their complex products through content, design, and development
image: https://zooma.agency/hubfs/Optimised%20Images/Image/Wide/Biolin-instrumentor-3.jpg
---

# Guiding Biolin Scientific's customers to relevance

Through close collaboration, we helped Biolin Scientific with a configurator that demystifies their complex product range and drives business online.

## Gothenburg, Sweden

Head office

## 158 MSEK

Annual turnover (2023)

## 53

Number of employees (2023)

## 2018

Started working with Zooma

Biolin Scientific designs and develops state of the art surface science instruments and equipment, used by scientists at major companies and universities around the world. Specialising in tensiometers, QCM-D instruments and sensors and other laboratory equipment, the company has distributors in more than 70 countries.

[ Visit biolinscientific.com ](https://www.biolinscientific.com/)

![doug-and-anders-at-the-office](https://zooma.agency/hs-fs/hubfs/Optimised%20Images/Text%20Text,Media/doug-and-anders-at-the-office.jpg?width=800&name=doug-and-anders-at-the-office.jpg)

The complexity of Biolin Scientific's instruments makes it challenging for potential customers to make the right choice. The company needed an online tool to help users find their ideal instrument and begin the journey towards becoming a paying customer.

![Qarin-and-anna](https://zooma.agency/hs-fs/hubfs/Optimised%20Images/Text%20Text,Media/Qarin-and-anna.jpg?width=800&name=Qarin-and-anna.jpg)

We worked with product owners and experts to prototype the configurator's logic, which was then refined and iterated into a final structure in a series of workshops. After rounds of design, development and testing, the InstruMentor was launched — less than five months after the start of the project.

![Kang-at-the-office](https://zooma.agency/hs-fs/hubfs/Optimised%20Images/Text%20Text,Media/Kang-at-the-office.jpg?width=800&name=Kang-at-the-office.jpg)

Today, the InstruMentor provides a user-friendly way for Biolin Scientific’s audience to identify the most relevant piece of equipment, and has lead to an increased conversion rate of unknown visitors to paying customers online.

![biolin-instrumentor-intro](https://zooma.agency/hs-fs/hubfs/Optimised%20Images/Image/Grid/biolin-instrumentor-intro.jpg?width=1300&name=biolin-instrumentor-intro.jpg)

![biolin-instrumentor-recommendations](https://zooma.agency/hs-fs/hubfs/Optimised%20Images/Image/Grid/biolin-instrumentor-recommendations.jpg?width=1300&name=biolin-instrumentor-recommendations.jpg)

![biolin-instrumentor-product-page](https://zooma.agency/hs-fs/hubfs/Optimised%20Images/Image/Grid/biolin-instrumentor-product-page.jpg?width=1300&name=biolin-instrumentor-product-page.jpg)

Even if you're not in the market for laboratory equipment, you can still try out the logic and design behind the InstruMentor on Biolin Scientific's site.

[ Try the InstruMentor on biolinscientific.com ](https://www.biolinscientific.com/try-instrumentor)

 

If you also deal with complex products in niche applications, we can help uncover their key details and guide your existing and prospective customers in the right direction. Just book a meeting with CEO Anders Björklund to discuss how a collaboration with Zooma could work.