MIDTERM PRESENTATION
We want to look at printing completely differently...
MOBILE
PHOTO
SOCIAL
MIDTERM PRESENTATION Secondary Research Primary Research User Personas Insights & Concepts
SECONDARY RESEARCH SOCIAL AND DIGITAL TRENDS
TECH TRENDS
Best Seller/Performer Worldwide in 2014
Cameras
Computers
Printers
iPhone 5/5s
Erazer X315
Deskjet 1010
EOS Rebel T3i
EliteBook 8470p
iP8720
Galaxy S4/S5
Inspiron 14 3000
WorkForce 845 All-in-One
1st
2nd
3rd
Sharing
Print Services
TECH TRENDS
The Future Landscape 3D Printing 4D Printing Wearable Technology Camera Tracking Virtual Reality Drones Conductive Ink Interactive Print ...and more.
SOCIAL TRENDS Competing Factors
Privacy
Cloud Storage
Sharing
Purchasing
SOCIAL TRENDS
Popular Applications
SOCIAL TRENDS
HP Social Media Snapshots
HP Cards
HP Print Applications
HP Live Photo
HP ePrint
HP Printables
HP All-in-One Printer
SOCIAL TRENDS
Baby Boomers
Generation Groups
Generation X
Millenials
Digital Teens
THIS IS WHAT WE LEARNED...
CUSTOMER PROFILE
Targeting Women Through Various Stages Of Their Life
Kim
Brandy
Jill
Carrie
Randi
CUSTOMER PROFILE
Targeting Women Through Various Stages Of Their Life
Kim
Brandy
Jill
Carrie
Randi
How can we change the perception of printed photos? What does it mean for new printed artifacts, software, and hardware?
• What do you photograph? • How do you share your photographs? • How do you display your photos? • How do you print your photos? • Why do you print your photographs? • Is there a difference between taking pictures and taking photographs?
PRIMARY RESEARCH
CONTEXTUAL AND ETHNOGRAPHIC STUDIES
PRIMARY RESEARCH
18
40
Hours of Observation
Field Interviews
233
20
Survey Responses
Home Interviews
ARTIFACT ASSOCIATION
BEATS PILL
music convenient
modern
instrument marketing bluetooth wireless microphone fad cool loud don’t know module noise mobile portability portable
pill
speaker
sound
blast minimal iPhone rap container clean small kink video dots beats social compact popular sleek lively
NEST THERMOSTAT
thermostat
comfortable energy saving circle sound cd player cost convenient chilly radio weather record futuristic temperature technology Nest cool clock efficiency cool heating ugh a/c technological
efficient
saving
sleek
don’t know
modern
temp
simple
circular
HP PRINTER
printing
HP bulky instant schoolwork upkeep color school transfer anxiety pain toner antiquated hassle work cheap office quick problem difficult writing hate
paper
homework
heavy
expensive
photo inkjet easier speed more my dad laser overpriced chunky
old
always paper jams industrial inconvenient household needs
ink
nothing fancy complex
printer
big boxy memory
convenient
Photo Demographics
Happy Snapper
Memory Keeper
Hobbyist
Semi-Pro
Pro
“HAPPY SNAPPER” Primarily uses phone. Posts on social media. May curate a brand/narrative.
“I take pictures of whatever interests me daily” “I like to make quick edits with accessible tools” “I’m very disorganized with my digital photos” “I use photos on social media as a means of communication” “I like being able to share my photos instantly using my phone” “I would print if it was easier and cheaper”
“MEMORY KEEPER” More likely to own a camera. Photographs personal subjects. Shares to keep in touch with family.
“I want to preserve moments of a high emotional value” “I think a physical print has more permanence” “I think printing services are more convenient” “I photograph my pets because they are members of the family” “I own a printera but find it a hassle”
“HOBBYIST” Owns a camera. Prints to decorate. Values self expresion.
“I express my individuality through what I create” “I enjoy how easy it is to share what is precious to me with other people” “I need a process that is functional, usable, and empowering” “I take and share funny, interesting, and inspiring photos” “I want the quality of a heavy camera without the burdens that come with it”
“Semi-Pro” Certainly owns a camera. Edits photos. Shoots with a creative eye.
“I am concerned with composition and aesthetics when I take a photo” “I take, print, and share photos with intent” “I optimize documentation to reduce time in the printing process” “My travels have created a passion for photography” “I like to take photos that evoke an emotional response”
“Pro” Certainly owns a camera. Strong technical grasp. Paid for work.
“I know a photograph utilizes light to tell a story” “I store my photos based on how I want to preserve them” “I have a technical approach towards my work” “I choose the device that best suits the project” “I am conscious of how my work is presented to others”
USER PERSONAS
Rebecca “Becky” Gregson The Happy Snapper
Age: 22 Location: Cleveland, Ohio Civil Status: Dating
Goals
Frustrations
• To work with the Liverail team after graduation
• Prints aren’t as shareable as digital photos
• Cycling tour through Europe
• Printing requires cables, creates clutter
• Earn an MFA Graphic Design from SVA
Occupation: Student / B.A. Marketing Part-time Sales Associate at American Eagle
Interests
Social Media:
• Student Government
• Cycling • Dance • Advertising / Photo Club
• Printing lacks the convenience and ease of use digital Brands
Catherine Estelle Weber The Memory Keeper Goals
Frustrations
• Sail to the Galapagos Islands
• Cost and inconvenience of replacing supplies
• Return to school for a degree in Social Design Age: 29 Location: San Jose, CA Civil Status: Married Has a one year old daughter, Stella. Occupation: Investment Banker Analyst at Merrill Lynch Social Media:
• Never give Stella less than 90% of her attention
• Lack of useful feedback about the supplies needed • Convoluted process to print
• Run a marathon
• Printer noise
Interests
Brands
• Reading • Travel • Benefit Racing • Social Entrepreneurism
Olivia Casandra Bednar The Hobbyist Goals
Frustrations
• Play the banjo in a band
• Connectivity to the printer is a hassle
• Be financially secure • Design and build an arm chair Age: 23 Location: Boise, Idaho Civil Status: In a Relationship Occupation: Assistant Baker at Amaru Confections Social Media:
• To open her own bakery specializing in cupcakes.
Interests • Cooking • Home Decorating • DIY Furniture • Horseback Riding
• Time consuming process that requires planning • Prints lack the convenience of the digital share Brands
Samantha Dotty Rose The Semi-Pro Goals
Frustrations
• Internship with the UNHCR
• Limited opportunity to put images in context
• Surf trip to Hawaii, then Costa Rica Age: 25 Location: Providence, RI Civil Status: Single Occupation: Student at Rhode Island School of Design Digital Media MFA Social Media:
• Time it costs to print
• Become an Art Director at DDB in Chicago
• Inability to share
Interests
Brands
• Travel • Volunteer Work • Surfing
• Stability of wireless connectivity
Shelby Claire Peterson The Pro
Age: 32 Location: Richmond, Virginia Civil Status: Married Occupation: Photojournalist Social Media:
Goals
Frustrations
• Shipwreck dive in Cartagena
• Maintenance of her printer
• Move to a loft in New York City • Shoot for National Geographic
• Operation always diminishes expectations
• Eventually have a family
• Ink usage • Time spent printing • Prints are not easily shared
Interests • Travel • Language • Anthropolgy • Women Studies • Yoga
Brands
INSIGHTS + CONCEPTS
Printing Is A Hassle Memory As A Motivator Respect For The Craft Of Photography Printing As A Necessity Back It Up! High-Tech Simplified Exploration As A Lifestyle Communication Through Imagery Photos Are A Form Of Validation Beauty Is In The Eye Of The Camera Holder
PRINTING IS A HASSLE
Our users find printing to be a very time consuming experience, leading to unmet expectations. There is an opportunity to...
Improve the experience of printing.
How might we...
• Reduce the steps it takes to print? • Integrate the process of going from image capture to print? • Make people want to print? • Make it more fun? • Improve the interaction of the device? • Reduce the hurdle of getting/paying for supplies?
EASY PANO PRINTER
PRINTING IS A HASSLE
SMART PRINTER WITH RESPONSIVE SERVICE
PRINTING IS A HASSLE
MEMORY IS A MOTIVATOR
The value we place on the memories allow us to push beyond the hurdles of printing to create a tangible artifact or object that is beloved to us. There is an opportunity to...
Create stronger emotional bonds with others and express yourself through print.
How might we...
• Share images with others? • Reduce logistical challenges with prints? • Create an emotional overlay for images? • Enhance the emotional value? • Tell more stories about the images we print?
AUGMENTED PORTRAITS
MEMORY IS A MOTIVATOR
MEMORY BINDER
MEMORY IS A MOTIVATOR
RESPECT FOR THE CRAFT OF PHOTOGRAPHY
Today users care for the process of the photography and the craftsmanship of a digital print. There is an opportunity to...
Empower individuals to do more with their work to create something they are proud of.
How might we...
• Empower individuals to feel like professionals with the tools they’re provided? • Inspire people to be more creative? • Encourage users to celebrate photo prints? • Sustain people’s love and desire to print? • Build communities for photo enthusiasts?
LASERLIGHT WORKSTATION
RESPECT FOR THE CRAFT OF PHOTOGRAPHY
PROCESS PRINTER
RESPECT FOR THE CRAFT OF PHOTOGRAPHY
PRINTING AS A NECESSITY
We can’t ignore the basic functions a printer affords users.
How might we...
• How might we incorporate convenience to the printing process?
There is an opportunity to...
Make printers intuitive enough to become a part of your everyday routine.
• Create something that is content-aware? • Enable printers to be flexible? • Streamline the interactions to respond to people’s needs? • Make printers aesthetically pleasing?
QUICK PHOTO BLADE
PRINTING AS A NECESSITY
HYPER MINI ROLL
PRINTING AS A NECESSITY
BACK IT UP!
Today’s users are concerned with privacy and image permanence.
How might we...
• Promote the idea of the printed image as an archival option?
There is an opportunity to...
Instill more confidence in the preservation and management of digital and physical memories that are dear to us.
• Allow people to intuitively and efficiently recall their images? • Provide intuitive organization to print? • Explore materials that will aid the longevity of print? • Take advantage of cloud solutions?
PHOTO VAULT
BACK IT UP!
INSTANT MEMORY ACCESS
BACK IT UP!
HIGH TECH SIMPLIFIED
Technology is something that should not get in the way causing confusion, frustration, and intimidation. There is an opportunity to...
Provide simple resources to reduce the learning curve & change the perception of technology as daunting.
How might we...
• Make new tech fun & interesting? • Provide performance in a small package? • Reduce options & provide more control? • Develop educational resources? • Make printers clever machines?
MULTI-FORMAT PRINTER
HIGH TECH SIMPLIFIED
MY MEMORY PAD
HIGH TECH SIMPLIFIED
EXPLORATION AS A LIFESTYLE
There is a strong desire to capture and share adventures.
How might we...
• Adapt our products to be more accessible from anywhere?
There is an opportunity to...
Embrace the unpredictability that comes with an active and adventurous lifestyle.
• Make something that can withstand different environments and situations? • Create a unique way to log your travels? • Complement the journey from beginning to end? • Connect travellers through printed artifacts?
INSTA KEEPER
EXPLORATION AS A LIFESTYLE
PHOTO SLIDER
EXPLORATION AS A LIFESTYLE
COMMUNICATION THROUGH IMAGERY
Images have become a quick and easy way to communicate, share ideas, and tell stories without the use of words. There is an opportunity to...
Transfer the power of imagery into a print worth sharing.
How might we...
• Change the paradigm of how photos are shared? • Create a printing device that can join the conversation? • Change the language surrounding printing? • Integrate printing as a social media platform? • Manipulate prints to form two-way communication?
HELLO PRINTER
COMMUNICATION THROUGH IMAGERY
PHOTOS ARE A FORM OF VALIDATION
Photos are curated visual representations that provide a way to be noticed.
How might we...
• Embrace the digital popularity contest? • Target persons of influence?
There is an opportunity to...
Help people express their individuality and reach a larger audience.
• Transform an image into a trophy? • Gamify bragging rights with print? • Reframe a selfie into print?
THE PRINTSTANT
PHOTOS ARE A FORM OF VALIDATION
SOCIAL MASH-UP
PHOTOS ARE A FORM OF VALIDATION
BEAUTY IS IN THE EYE OF THE CAMERA HOLDER
Attention grabbing moments trigger the process of spontaneous image capture and print. There is an opportunity to...
Create a spontaneous desire for print.
How might we...
• Get people excited to print on the fly? • Create immediate options to print? • Pre-plan what they would print? • Printing a more playful exercise? • Evoke quick reactions?
TOUCH PHOTO PRINT
BEAUTY IS IN THE EYE OF THE CAMERA HOLDER
PRINT DISPLAY & TRACK
BEAUTY IS IN THE EYE OF THE CAMERA HOLDER
Thank You!