Challenge
Printer shopping was confusing and overwhelming—driven by specs, jargon, and too many choices
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 businessUNDERSTANDING THE WHY
How do you help people find the right printer without friction?
the shift
Reframed printer shopping around real-life moments
Started with what customers love to do, not which printer they need
Positioned HP as human, helpful, and approachable
WHAT WE DID
Built a guided experience helping the customer find the right printer
Organized discovery around what customers love to print
Reduced friction in choosing the right product
the GUIDED experience
Simple prompts guide people through what they want to print
Each answer narrows the printer selection
The experience translates real needs into the right product
WHY it MATTERED
Built a repeatable visual system using relatable archetypes
Lifestyle imagery helped the customer instantly see themselves in the experience
Bold HP color made the work instantly recognizable
The system scaled seamlessly across product, retail, and campaign
Let’s build what’s next — together
Client — HP
Role — Design Director
Services — Concept Development · Experience Design · Visual Storytelling · Art Direction