Defined the design vision that won HP’s global printer business
Challenge
Printer shopping felt overwhelming—too many specs, no clear path, and no sense of what actually mattered
Opportunity
Reframe the printer journey with real-world context, real people, and personalized outcomes
Approach
Built a simple, story-driven UX that makes printer shopping feel human, clear, and easy
IMPACT
2x
confidence selecting the right printerBuy-in
secured from leadership through the interactive prototype1 week
saved in production planning through rapid prototyping#1
concept that secured the HP business for Arc“I love working with you. Your design aesthetics are amazing. You made the most significant design contribution to this pitch.”
RESEARCH INSIGHTS
Understanding why people weren’t connecting
WE FOUND
Customers didn’t see themselves in the process—too much tech, not enough relevance
Spec-heavy grids overwhelmed buyers without context
First-time users had no clear path to start shopping
EXPERIENCE STRATEGY
Guided prompts that lead to the perfect printer
WE RECOMMENDED
Ask the right questions to deliver the right product
Replace specs with simple, human choices
Make every result feel personal and relevant
DESIGN RECOMMENDATIONS
A system built for clarity, color, and scale
WE IMPLEMENTED
Lifestyle imagery tied to product benefits
HP-branded color for instant recognition
Modular templates for any channel
SCALABLE
Personalized, responsive, everywhere
WE DELIVERED
Guided tool used online and in-store
Templates scaled globally
Seamless retail integration
Lessons learned
From adcepts to pitch-winning platform
THE RESULT
Learned what resonated through stakeholder feedback
Posters shaped the story, grounded the narrative
Prototype saved a week of production, unlocked buy-in
Let’s Build What’s Next — Together
Client — HP
Agency — Arc Worldwide
Role — Sr. Art Director
Services — Campaign Concepting, UX & UI Design, Visual Storytelling