Challenge
Printer shopping overwhelmed the audience driven by specs, jargon, and too many choices.
Outcome
A guided experience helping shoppers find the right printer quickly and confidently.
IMPACT
2×
confidence selecting the right printer1 week
saved through rapid prototyping#1
concept securing the HP businessTHE QUESTION
How do you help people find the right printer without friction?
the shift
Shifted from product specs to who people are. Created a visual system built around lifestyle archetypes, not features and tech jargon.
This positioned HP as inviting, human and helpful.
WHAT WE DID
Leveraged research matching customers with the right printer based on interests and attributes.
The experience includes reviews from relatable archetypes so they can see themselves in the stories.
Gave shoppers who wanted more validation access to authentic demonstrations and real use cases.
the GUIDED experience
Simple prompts guide you through finding the right printer. As each question narrows the selection based on your needs.
By the end, you see your perfect match and understand why it works for you.
WHY it MATTERED
Customers related to the work through the design. The system scaled seamlessly across every touchpoint. Sharing prototypes with stakeholders secured buy-in on the design direction.
The work won Arc the HP business.
Let’s build what’s next — together
Client — HP
Role — Design Director
Services — Concept Development · Experience Design · Visual Storytelling · Art Direction