quick view — Making Printer Shopping Human
A more intuitive digital experience that simplifies decision-making and sparks confidence
Challenge
Shoppers felt overwhelmed by technical specs and failed to connect emotionally with the brand
Opportunity
Reframe the printer journey with real-world context, real people, and personalized outcomes
Approach
Built a visual and UX framework around lifestyle storytelling—bringing humanity, simplicity, and clarity to a commoditized category
IMPACT & KEY TAKEAWAYS
🧠 🤝
Smarter flow — guided prompts built trust, boosted clicks📲 🖨️
Pocket-ready — Mobile-first design made choosing a printer easy🎬 ⏱️
Prototype payoff —
saved a week of production, unlocked buy-in🏆💰✅
Pitch clincher — this work won the 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
FINAL MOMENTS
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