“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
the situation
Research shows that shoppers go in with every intention of buying a printer, but difficulty in navigating a complicated customer journey leads them to become passive shoppers. Resulting in a sales cycle that can take weeks and sometimes even months.
the problem
Customers are overwhelmed by an abundance of choice and struggle to clearly delineate what is the best printer for them.
the solution
I proposed an idea to the VP to use the HP logo as the focal point, integrating lifestyle imagery within the mark. This approach made the brand experience feel more human and evolved to blend bold, vibrant colors with beautiful lifestyle visuals, making it more relevant to the audience while tying back to the brand's equity.
THE RESULTS
The pitch won the account.
design approach
making the printer shopping experience more human
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.
UX flow - Shopper recommendation tool
Customers receive a recommended printer perfect for their needs
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