“I love working with you...your work...your design aesthetics are amazing. You made THE most significant design contribution to the pitch.”
– From an executive at Arc Worldwide
Overview
Research showed that customers intended to buy a printer but were often overwhelmed by a complicated shopping journey. This confusion led to long sales cycles, sometimes lasting weeks or months.
The Problem
Customers faced too many options and struggled to clearly determine the best printer for their needs, creating frustration and decision fatigue.
The Approach
An innovative approach was proposed to reframe the HP brand experience by using the HP logo as a focal point. Integrating lifestyle imagery within the logo, the design created a more human and relatable connection for customers. Bold, vibrant colors were blended with lifestyle visuals to make the shopping journey more engaging and relevant, while staying true to HP's brand identity.
The Solution
HP Logo Integration: The logo became a storytelling centerpiece, reflecting how printers fit into everyday life.
Visual Overhaul: Bright, lifestyle-oriented visuals were introduced, making the brand feel more accessible.
Simplified Journey: The customer experience was simplified to help shoppers quickly find the right printer for their needs.
The Impact
The pitch won the agency the hp account.
quick view: design approach
making the printer shopping experience more human
In-Store Poster
This point of view would bring to life any medium or activation for the pitch.
impact
My work led to significant cost savings for the company
This is the key visual I created for the 'hello, perfect' campaign, using storytelling to connect the brand logo with our concept, making the experience feel more human. The executive noted that my concept and animation saved the agency a week's worth of time, delivering value to both the agency and our audience.
human-centered design
Find Your Perfect Printer with Real Reviews and Expert Advice
Welcome to the hello, perfect campaign, designed to help you find the perfect HP printer that matches your unique needs. Our Shopper Recommendation Tool guides you step by step, making it easy to choose based on what you love to print. You can also explore real reviews from satisfied customers, ensuring transparency and confidence in your purchase.
Plus, we’ve teamed up with Kristen Bell, whose authentic voice and relatable everyday experiences add a personal touch, making her a valuable resource for shoppers.
simplified journey
Customers receive a recommended printer perfect for their needs
Shopper Recommendation Tool
Through a series of simple prompts, we’d eliminate decision-making paralysis by spotlighting real customers, engaging in authentic conversations, with the ultimate goal of recommending the perfect printer that suits their needs.
key insights learned
Reflections and Lessons Learned: Humanizing the Printer Shopping Experience
These initial ideas shared with stakeholders focused on aligning the audience's story with the HP logo and messaging that truly resonates.
Customer-Centric Design
The campaign used customer input to shape the shopping experience, emphasizing the importance of understanding user needs and preferences to create more personalized and engaging content.
Emotional Connection
The storytelling and lifestyle integration in the visuals and content helped forge a stronger emotional connection with the audience, making the technical aspects of the printers more accessible and understandable.
The introduction of “baby” images had a game-changing impact when I shared them with stakeholders. I also explored a humorous approach with images from the movie “Office Space,” where characters vent their frustrations on a printer.
hp hello perfect
CREDITS
Client: hp
Agency: Arc Worldwide
My Role: Art Direction, UX