Challenge
Printer shopping was confusing and overwhelming driven by specs product names and unclear starting points
Outcome
A guided e-commerce experience that helped people find the right printer quickly and confidently
IMPACT
2×
confidence selecting the right printer1 week
saved through rapid prototyping#1
concept securing the HP businessHow do you help people find the right printer without friction?
WHAT WE NEEDED TO SOLVE
Most people didn’t know where to begin
Product names and specs created confusion
The experience lacked emotion and personality
Nothing felt visually distinct or designed for them
DESIGN RECOMMENDATIONS
Out-of-home posters introduced the Hello Perfect idea
Lifestyle imagery created immediate human connection
Bold HP color established instant recognition
Out-of-home posters linked directly to a guided buying experience
DESIGNING A SYSTEM
Guided prompts replaced specs with simple choices
Questions surfaced intent instead of forcing comparison
Each path adapted to individual needs
The system focused on helping people choose with confidence
WHAT THIS REQUIRED
Early feedback to sharpen the story
Visual language balancing brand and relevance
Prototypes to unlock buy-in and move faster
Restraint to keep the experience human
Let’s build what’s next — together
Client — HP
Role — Design Director
Services — Concept Development · UX and UI Design · Visual Storytelling