Social / Mobile / Photo
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HP wants to look at printing completely differently...
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What does printing look like with a focus on:
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MOBILE
PHOTOGRAPHY
SOCIAL
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+ The Collaborative Learning Center The Collaborative Learning Center partners with a wide variety of businesses, brands and organizations to research and solve challenging problems by drawing on the talents of top students from SCAD’s more than 40 design disciplines. From developing interactive environments to re-energizing package designs, the CLC cultivates active engagements among distinguished industry professionals, students and faculty through authentic, real-world collaborations.
Course Objective At the beginning of the quarter we were tasked by HP to develop new printed artifacts with a on relevant photo, social, and mobile culture and technology. One of the other constraints we were given was that the solution provided be capable of implementation in the next five years.
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The Team A diverse group of students was assembled with creative backgrounds including Industrial Design, Photography, Service Design, and Sequential Art. Combining these skillsets provided a strong research process, a deep knowledge of photography, and hard skills to visualize and create concepts.
Josh Jalbert Professor of Photography
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John McCabe Professor of Industrial Design
Maximiliano Acevedo Industrial Design, BFA
Azzar Bubb Industrial Design, BFA
Michael Buquet Service Design, MFA
Sydney Conklin Sequential Art, BFA
Jeremy Dennis Industrial Design, BFA
Hank Ketelsen Photography, MFA
Andrew Marco Design Management, MA
Aaron Pompei Service Design, MFA
Trevor Poudrier Photography, MFA
Maria Olga Samperio Industrial Design, BFA
Noey Tantanatipchai Photography, BFA
Quinton Theron Industrial Design, BFA
Jennifer Whyte Graphic Design, BFA 9
Our Process We utilized the double diamond process that follows the four phases discover, define, develop, deliver. This method of balancing divergent and convergent thinking allowed us to systematically locate design opportunities, specify print users, and build our solutions iteratively.
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DISCOVER
DEFINE
DEVELOP
DELIVER
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Table of Contents Discover 18 Secondary Research 20 Trends 26 Customer Profile
Define 30 Primary Research 60 User Personas 72 Insights
Develop 86 Concepting 112 Prototyping 116 User Testing
Deliver 120 Hardware 142 Software 170 Artifacts
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DISCOVER // Tech Trends // Social Trends // Customer Profile
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Secondary Research Our secondary research enabled the design team to immerse themselves into the world of print, demographics of customers, current technology, and future trends. Blending this data with our primary research helped generate insights and opportunities for design. 16
Tech Trends Best Seller/Performer Worldwide
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
Sharing
Print Service
1st
2nd
3rd
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Tech Trends Future Landscape Tech trends were studied to better understand current and future innovation surrounding printed artifacts. This research also provided the team with inspiration for potential design opportunities that may have been perceived as impossible.
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3D Printing 4D Printing Wearable Technology Camera Tracking Virtual Reality Drones Conductive Ink Interactive Print ...and more.
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Social Trends Competing Factors Researching the importance of societal trends that are relevant today was very important for our team to understand the role cultural values play in society. These trends also tend to be long term and intergenerational.
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Privacy
Cloud Storage
Sharing
Purchasing
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Popular Apps Various applications were studied in digital spaces like social media, photo sharing, and online creative communities. Key players were identified among the large breadth of applications we discovered. Statistical information regarding users within each service was also collected.
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HP Print Apps To insure concepts were completely original, existing HP applications were identified and studied.
HP Social Media Snapshots
HP Cards
HP Live Photo
HP ePrint
HP Printables
HP All-In-One Printer
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Customer Profile Targeting Women Through Various Stages Of Their Life During HP’s visit we were given some insight into their existing processes, the direction of the brand, and their desired future customer base.
Kim
This is where HP is currently located within the market. 24
Brandy
Jill
Carrie
Randi
This is where HP wants to be. 25
Define
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DEFINE // Primary Research // User Personas // Insights
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Primary Research Interviews were a major source of data collection for our primary research. This included in-home interviews that allowed our team to observe printed artifacts in context and witness some of the more intimate aspects of these individual’s lives.
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Hours of Observation
Total Interviews
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Survey Responses
Home Interviews
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Artifact Association Artifacts were taken into the field a to better understand the perception users have on various products. The feedback provided some initial insight into the role brands, colors, materials, and finishes play in generating these perceptions. Wordles were created to highlight key word associations that were made.
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Beats Pill
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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
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Nest
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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
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HP Printer One of the artifacts we brought along for the artifact association exercise was an HP printer. Word associations made with this product provided another glimpse into public perception of HP printers as well as the HP brand.
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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
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Photo Demographics Personas were generated from the interview insights and borrowing from the demographic categories provided by HP. We believed these categories provided a relevant spectrum to help direct our thinking toward HP’s future customer base.
Happy Snapper
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Memory Keeper
Hobbyist
Semi-Pro
Pro
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Happy Snapper Primarily uses phone.
Posts on social media.
May curate a brand/narrative.
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“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”
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Memory Keeper More likely to own a camera.
Photographs personal subjects.
Shares to keep in touch with family.
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“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 a member of the family” “I own a printer but find it a hassle”
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Hobbyist Owns a camera.
Prints to decorate.
Values self expresion.
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“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” “I print photos that are significant to me and those I share them with”
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Semi-Pro Certainly owns a camera.
Edits photos.
Shoots with a creative eye.
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“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 evokes an emotional response”
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Pro Certainly owns a camera.
Strong technical grasp.
Paid for work.
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“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”
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User Personas Psychographic data from primary research provided context to develop each persona group. Areas including degrees of involvement with printing, photo taking, various interests, level of expertise in print mediums, and favorite brands were framed to display key differentiations between personas. 60
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Rebecca “Becky” Jill Gregson The Happy Snapper
Age: 22 Location: Cleveland, Ohio Civil Status: Dating Occupation: Student / B.A. Marketing Part time Sales Associate at American Eagle Brands:
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Goals • To work with the Liverail team after graduation
Frustrations • Prints aren’t as shareable as digital photos • The process of printing is time consuming
• Cycling tour through Europe
• Printing requires cables, creates clutter
• Earn an MFA Graphic Design from SVA
• Setting up wireless has problems • Printing lacks the convenience and ease of use digital • Prints don’t always capture the “whole” story when viewed
Interests
Social Media
• • • •
Becky loves Snapchatting her friends glimpses of the activities and interests she engages in. It provides an easy means of communicating what shes doing without consuming the time and concentration text does. Instagram is her platform of choice for creative discovery and sharing her creative vision of her life and surroundings. Facebook is her family life line and dynamic date book of friends.
Cycling Dance Student Government Advertising / Photo Club
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Catherine Estelle Weber The Memory Keeper
Age: 29 Location: San Jose, CA Civil Status: Married Has a one year old daughter, Stella Occupation: Investment Banker at Bank of America Merryl Lynch Brands:
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Goals • Sail to the Galapagos Islands • Return to school for a Degree in Social Design
Frustrations • Cost and inconvenience of replacing supplies • Lack of useful feedback about the supplies needed • Dread that each print increases the possibility of not being able to print when she needs too
• Never give Stella less than 90% of her attention
• Poor feedback and support provided by the printer
• Run more races
• Convoluted process to print • Printer noise
Interests
Social Media
• Reading
Uses Facebook to stay in touch with family, however shares more of her interest related activities with a dabbling of family through this network. Instagram is her more dedicated outlet for home life, creative and leisure activity surrounding her family and what they are doing.
• Travel • Benefit Racing • Social Entrepreneurism
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Olivia Bednar The Hobbyist
Age: 23 Location: Boise, Idaho Civil Status: In a Relationship Occupation: Assistant Baker at Amaru Confections Brands:
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Goals • Play the banjo in a band • Be financially secure • Design and build an Arm Chair • To open her own Bakery specializing in cupcakes.
Frustrations • Connectivity to the printer is a hassle • Time consuming process that requires planning • Prints lack the convenience of the digital share • Limited opportunity to put in context • Fear of wasting ink
Interests
Social Media
• Cooking
Uses Facebook to stay connected with family, socialize with friends and follow people of influence in the DIY space. Instagram is her primary creative social outlet where she shares her baking creations and the process of their making. Olivia loves Pinterest for its unending scroll of inspiration and uses it to promote her Etsy store where she sells some of her baked goods.
• Home Decorating • DIY Furniture • Horseback Riding
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Samantha Dotty Rose The Semi-Pro
Age: 23 Location: Boise, Idaho Civil Status: In a Relationship Occupation: Assistant Baker at Amaru Confections Brands:
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Goals • Internship with the UNHCR • Surf trip to Hawaii, then Costa Rica
Frustrations • Maintenance of printer • Operation always diminishes expectations • Ink usage
• Publish a story in a nationally respected publication
• Time consuming process that requires planning
• Become a Creative Director at DDB in Chicago
• Time it costs to print
Interests
Social Media
• Travel
Samantha’s social media presence is well managed and nothing short of intentional. Instagram is her platform of choice for creative inspiration and curated creative and experiential output. She shares her adventures and individual perspective through the medium. Twitter is her space for short engagements over her topics of choice, however these vary with mood from comedy and memes to social issues and media theory she engages mostly in the social impact and volunteer space with Twitter. Her efforts are targeted and work at building a more complete persona of her online.
• Volunteer Work • Surfing
• Prints lack the convenience of the digital share • Stability of wireless connectivity
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Shelby Claire Peterson The Pro
Age: 32 Location: Virginia Civil Status: Married Occupation: Photojournalist Brands:
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Goals • Ship wreck dive in Cartagena • Move to New York Loft in Williamsburg
Frustrations • Consistent quality • Maintenance of printer • Operation always diminishes expectations
• Shoot for National Geographic
• Ink usage
• Portray life in relative objectiveness
• Time it costs to print
Interests
Social Media
• Travel
Shelby spreads her work and play across multiple photo sharing platforms. Instagram is her close to home collection showing her day-to-day through her photographic eye. 500px is where she produces some additional revenue through stock imagery, she produces while on assignment or just back from. For her mostly this is a cathartic release from the work routine that breaks up her creative process. Having so many images isn’t easy to manage, Flickr with its free storage and powerful search is a savior one for its peace of mind back-up, easy anywhere access on her iPad, and creative and support community.
• Language • Anthropolgy • Women Studies • Yoga
• Stability of wireless connectivity
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Insights Key insights were generated by affinitizing the interviews in three stages. The first stage involved developing “I statements” that fit into the user groups provided by HP at the beginning of the quarter. Connections were then formed between these to form “we statements” that could show overlaps in the data. Finally more connections were found between these groups and developed into 10 major insights. The insights were framed to include an opportunity statement and initial thoughts for direction.
1. Printing Is A Hassle 2. Memory As A Motivator 3. Respect For The Craft Of Photography 4. Printing As A Necessity 5. Back It Up! 6. High-Tech Simplified 7. Exploration As A Lifestyle 8. Photos Are A Form Of Validation 9. Beauty Is In The Eye Of The Camera Holder 10. Communication Through Imagery
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PRINTING IS A HASSLE
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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?
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Printing Is A Hassle
Easy Pano Printer
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Smart Printer With Responsive Service
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MEMORY IS A MOTIVATOR
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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?
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Memory As A Motivator Augmented Portraits
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Memory Binder
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RESPECT FOR THE CRAFT OF PHOTOGRAPHY
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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?
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Respect For The Craft Of Photography Laserlight Workstation
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Process Printer
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PRINTING AS A NECESSITY
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We can’t ignore the basic functions a printer affords users.
There is an opportunity to...
Make printers intuitive enough to become a part of your everyday routine. How might we... • How might we incorporate convenience to the printing process? • Create something that is content-aware? • Enable printers to be flexible? • Streamline the interactions to respond to people’s needs? • Make printers aesthetically pleasing?
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Printing As A Necessity Quick Photo Blade
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Hyper Mini Roll
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BACK IT UP!
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Today’s users are concerned with privacy and image permanence.
There is an opportunity to...
Instill more confidence in the preservation and management of digital and physical memories that are dear to us. How might we... • Promote the idea of the printed image as an archival option? • 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?
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Back It Up! Photo Vault
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Instant Memory Access
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HIGH TECH SIMPLIFIED
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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?
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High-Tech Simplified Multi-Format Printer
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My Memory Pad
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EXPLORATION AS A LIFESTYLE
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There is a strong desire to capture and share adventures.
There is an opportunity to...
Embrace the unpredictability that comes with an active and adventurous lifestyle. How might we... • Adapt our products to be more accessible from anywhere? • 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?
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Exploration As A Lifestyle Insta-Keeper
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Photo Slider
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PHOTOS ARE A FORM OF VALIDATION
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Photos are curated visual representations that provide a way to be noticed.
There is an opportunity to...
Help people express their individuality and reach a larger audience. How might we... • Embrace the digital popularity contest? • Target persons of influence? • Transform an image into a trophy? • Gamify bragging rights with print? • Reframe a selfie into print?
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Photos Are A Form Of Validation The Printstant
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Social Mash-Up
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BEAUTY IS IN THE EYE OF THE CAMERA HOLDER
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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?
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10. Beauty Is In The Eye Of The Camera Holder Touch Photo Print
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Print Display & Track
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COMMUNICATION THROUGH IMAGERY
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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?
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Communication Through Imagery Hello Printer
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Midterm Feedback Following our discussion with HP, we reframed our initial concepts to have a stronger focus on the printed artifacts. This developed into several product service ecosystems that connect software, hardware, and printed artifacts that provide an end to end user experience.
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DEVELOP // Concepting // Prototyping // User Testing
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Concepting Concepting was focused on the ten insights gathered from our research and specific concepts were targeted towards specific personas. Multiple rounds were conducted developed concepts on printed artifacts, printing hardware, and software applications.
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Hardware
Prototypes Prototypes were created to further develop our concepts and gain feedback from potential users. Transitioning from to sketches to tangible artifacts allowed us to further refine ergonomic, functional, and aesthetic details. Wireframes and paper prototypes were also developed to refine the user experience of our software concepts. 122
Artifacts
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Wireframes Initial concepts for software were developed by rounds sketching wireframes. The design emphasis was to create playful interactions with a thoughtful interface that would continually engage returning users.
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User Testing Interviewees and users that fit our personas were invited to a testing session to gain feedback on our prototypes. The session was broken into three scenarios to guide testers through. All three of the scenarios connected specific software, hardware, and printed artifacts to provide a unique experience. During the session, several concepts were thrown out and others were validated for final development. 126
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DELIVER // Artifacts // Hardware // Software
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Chatterbox
The HP Social Printing Experience
Insights: High-tech Simplified Communication through Imagery
Persona: Happy Snapper
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Chatterbox The HP Social Printing Experience The chatter box printer brings new life to printed photos using simple technology to extend the photo experience through sound. Designed to be a conversation starter, the chatter box delivers photos shared by close friends and family with an audio message. Place chatter box in any room in the house and see what printing should be like, fun!
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Scenario
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HP Mavrick
Record and print chapters of your life
Insights: Exploration As A Lifestyle
Persona: Happy Snapper Memory Keeper
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Mavrick Home printer for custom projects The Maverick printer’s laser technology for multi directional cutting will allow users to select various patterns from a library of templates. Paper is stored in a roll to provide the capability to print panoramas and other print jobs at an extended length.
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Scenario
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HP Pioneer
Printing imagery that lives with your notes
Insights: Communication through Imagery Printing is a necessity Exploration as a Lifestyle
Persona: Memory Keeper Hobbyist Semi Pro 151
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Pioneer Printing imagery that lives with your notes The Notebook Printer’s allows users to print on their favorite notebook for writing, note taking, or sketching. It’s unique design affords the form factor of a notebook allowing users to easily insert notebook paper for printing.
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HP Tap
Making print interactive
Insights: High Tech Simplified Communication Through Imagery
Persona:
Happy Snapper Memory Keeper Semi Pro Pro 159
HP Tap Making print interactive Tap allows users to embed data from a curated list of printed artifacts ranging from wearables to displayable photos. Smartphones can simply tap the print and receive customized action including but not limited to custom messages, websites, and social media.
NFC
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Variety of print options. 161
Option to select multiple ways of programming NFC enabled printed artifacts.
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System provides live feedback regarding status of the printing process.
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Scenario Wristband
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Voucher
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Postcard
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Business Cards
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HP Chapters
Record and print chapters of your life
Insights: Exploration As A Lifestyle Memory Is A Motivator
Persona: Happy Snapper Memory Keeper
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HP Chapters Record and print chapters of your life HP Chapters makes it easy to capture your journeys from beginning to end by collaborating with the people you’re sharing the adventure with. Take smart photos that enhance the stories you tell when you print your images. Send the memories worth keeping straight to your home printer or Snapfish print services using the Print Queue.
NFC
Grid view of all images taken by collaborators. 170
Onboarding Process
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The back side of each image is a canvas for special notes and memories.
Smart Photo Capture allows you to record sound or video to enhance the image and have extra data embedded on special NFC prints. 172
The images users deem print-worthy live in the Print Queue, ready to be sent out to become smart prints, books or creative collages.
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Scenario
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HP Vision
Your personal gallery designer
Insights: High-tech Simplified Memory is a Motivator Exploration as a Lifestyle
Persona: Memory Keeper Hobbyist Semi Pro Pro 177
HP Vision Your personal gallery designer Vision is a focused application, effortlessly enabling anyone to create beautiful print arrangements of the memories closest to their heart! Vision arranges your photos using a minimal amount of user input to create professional photo arrangements that any interior decorator be proud to have done.
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Build custom framing layouts for wall display.
Log in with existing social media accounts for quick access to photos. 179
Scenario
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HP Patterns
Join the custom printing community
Insights: Respect for the Craft of Photography Beauty is in the Eye of the Camera Holder
Persona: Hobbyist Semi Pro Pro
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HP Patterns Join the custom printing community An application that provides a variety of easy to use custom printing options. The Maverick printer’s laser technology for multi directional cutting will allow users to select various patterns from a library of templates.
Quick, intuitive tools help users express their creativity and create images ready to be tranformed into fresh printed artifacts. 184
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Artifacts Several new printed artifacts were developed as final deliverables that fit within tailored service ecosystems incorporating software and hardware to create a seamless printing experience. These artifacts empower users to engage in creative activities and incorporate new technology that makes print smarter.
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Creative Shapes A printable bracelet that can be printed with custom photos, patterns, or colors that includes shareable data. This low cost product can be printed to match your outfit and programmed for specific occasions.
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Photo Gift Cards Printed vouchers allow customers to print custom images a program them to contain money much like a gift card.
HP Tap Bracelet A printable bracelet that can be printed with custom photos, patterns, or colors that includes shareable data. This low cost product can be printed to match your outfit and programmed for specific occasions.
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Tap Postcards
Audio Pictures
The Tap Postcards enables users to take photos from their travels and program them into a blank post cards. After reading handwritten notes, the receivers of the postcard will be able to print these with their NFC capable HP printers to reveal the surprise photos.
The paper is embedded with a microchip and antenna that can store limited amounts of link information in a passive state. When this paper come in contact with “reader� technology it is powered and the stored data executed. Using this technology allows for the experience shared through printed photos to be greatly extended, almost immersive for a short period.
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Chapters Collage A collection of images mashed together with the HP Chapters application.
Panoramic Year The immense and ever growing documentation of your life is no longer just the province of the internet. Even then although stored and amassing a huge digital collect of yourself the internet and all its platforms does not display or allow for a grand overview of any time period. The panoramic years lays out, in chronological order a year of your life, everything it can collect for the sources you specify. Its an excellent conversation piece as much as it is a beautiful account of life.
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Thank You! 193
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