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
The insight was simple: stop leading with specs and start leading with people. Lifestyle imagery became the signal executives had been looking for.
Instead of navigating features and tech jargon, shoppers could see themselves in the work.
Positioning the work as inviting, human and helpful.
WHAT WE DID
Leveraged research matching customers with the right printer based on interests and attributes.
Shoppers who wanted more could dig into reviews and real-world demos from people like them.
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
Narrative-driven lifestyle imagery made the work instantly relatable, and it scaled from screen to store without losing anything along the way.
Sharing prototypes early gave stakeholders a chance to weigh in, which got everyone to better faster.
Let’s build what’s next — together
Client — HP
Role — Design Director
Services — Concept Development · Experience Design · Visual Storytelling · Art Direction