WHAT I DID
Defined the design vision reframing how people shop for printers
OVERVIEW
A shopping experience designed to make printer decisions clear and relatable
CHALLENGE
Printer shopping felt overwhelming — too many specs and no clear way to decide
IMPACT
2×
confidence selecting the right printer1 week
saved through rapid prototyping#1
concept securing the HP business“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
Lessons learned
From adcepts to pitch-winning platform
The outcome
Stakeholder feedback sharpened the story
Posters grounded the narrative
Prototype saved a week and unlocked buy-in
Let’s build what’s next — together
Client — HP
Role — Senior art director
Services — Concept development, UX and UI design, visual storytelling