1
THE TEAM
Marina Khvan
Madison Sim
Joy Kong
Tony Jing
Rex Shi
Aaron Law
TA B L E O F C O N T E N T
Phase I: Discover
Phase II: Define
Phase III: Design
Phase IV: Deliver
domain
project constraints 11
early ideation 39
value proposition 45
experience design
client consideration 12
previous proposals 40
information architecture 47
agency inspiration
about leica 14
form inspiration 41
metaphors 48
business problem 18
process 42
microinteractions 49
reframing the problem 27
form development 43
touchpoints 50
proposal 32 target audience 33 the value 34 stakeholders 35
PHASE I: discover
We are designing a mobile and tablet application that connects potential customers with Leica’s values while promoting confidence in purchasing and using their products.
DOMAIN digital experience design We chose to work within the domain of digital experience design because experience, intuition, and an affinity for the product of the industry can all help in understanding a brand better.
PRINCIPLES OF EXPERIENCE DESIGN 1.
TIME
2.
the recognition that change will be constant
3.
ENGAGEMENT EXPERIENCE
the actual value the customer is paying for in the first place
BRAND INTENT
who you are as a business and what you stand for
4.
PRODUCT SERVICE SOLUTIONS
where, when, and how you interact with customers
“Keeping value for your customers and ensuring coherency across all activities are the foundations of the approach to experience design.� - Na t h a n S h e d r o ff
ATTRACTION
E X P E R IE N C E D E S IG N
EN GAGEMEN T CON CLUSION EXTEN SION
TA NG I B L E
VA L U E
IN TA NG I B L E A SPI R AT I O N
S TAY H O L I S T I C
BRAND
A person’s gut feeling about a product, service, or company
BRAND PERCEPTION
“Not what you say it is, but what they say it is.”
RECOGNIZING THE VALUE GAP
STAYING TRUE TO THE BRAND ETHOS
RETHINKING INNOVATION
“Innovation is about looking for opportunities for increasing value for customers across the board, not just in products and services.”
3 US E R E XP E R IE NCE
reducing cognitive overhead
CUS T O M E R E XP E R IE NCE
taking care of their existing consumers
S E R V ICE DE S IG N
creating new subscribers
CRITERIA FOR FEASIBILITY
SUCCESSFUL IDEAS
DESIRABILITY
VIABILITY
JOURNEY FRAMEWORK CHANNEL PERCEPTION
TOUCHPOINT
reducing fragility through optionality
A point of interaction involving a specific human need in a specific time and place
Find information valuable to users A platform or medium of interaction with customers or users
Audience expectation of brand the most important aspect of any design is how it understood in the minds of the audience
AGENCY I N S P I R AT I O N Huge is a user-centric design agency that helps traditional organizations find success in the digital world. We were inspired by how they take advantage of evolving technologies and changes in user behavior to better uncover and design for unmet needs.
We used Huge’s user-centric design approach when creating our platform in order to help customers get more value from their products and services, not just by improving usability, but by helping users gain confidence in their own potential.
HUGE
“ We c r e a t e e x p e r i e n c e s t h a t t r a n s f o r m b r a n d s , g r o w b u s i n e s s e s a n d m a k e p e o p l e’s l i v e s b e t t e r. ”
PHASE II: def ine
“ To o u t c o m p e t e i n t h i s w o r l d , o n e h a s t o c o m e u p w i t h a d i ff e r e n t i a t i o n in value that moves the market and provides an advantage for long enough to pay for the changes involved in creating and delivering it.� - Pa t r i c k N e w b e r y
PROJECT CONSTRAINTS Portable Digital Platform Experience and Interaction Driven Reoccurring Use
C L I E N T C O N S I D E R AT I O N S Before considering what kind of business we were going to design for, we had to first consider what kind of business problems could be addressed through digital experience design. We asked ourselves:
“ W h e re c a n we ma k e a d i ff e re n c e ? �
CLIENT SELECTION
Inspired by their vast media catalogue, we envisioned an interactive storytelling application that would utilize multiple mediums to engage users in an interactive digital journey.
To address their flagging sales and lack of mobile platform, we considered designing a digital marketplace to connect and engage Nintendo fans and create more cohesive brand community.
To address the lack of communication between customers and the delivery service, we considered designing a digital platform with a personalized package tracking system and account service that can be remotely accessed.
rejected
rejected
rejected
frictions
observation
opportunities
research insights
value swot
empathy constraints
br an d competencies
h ow t h e b r a n d i s perceived today?
PROFESSIONAL ICONIC HANDCRAFTED LONG-LASTING
THE CLIENT About Leica
B R A N D VA L U E S
BRAND PROMISE
Leica camera’s are designed to help photographers perfect their craft by having them slow down and focus on the essentials first.
“Focusing on your MIND before your shooting.” Top-quality cameras with unique controls help users transform their unique vision into personal creative fulfilment.
CLIENT FOCUS Th e M s y s t e m
“ Th e M s t a n d s f o r M e s s s u c h e r, t h e G e r m a n t e r m f o r a c o m b i n e d r a n g e fi n d e r a n d v i e w fi n d e r, a c o n c e p t t h a t e n a b l e s a n i n c o m p a ra b l e k i n d o f p h o t o g r a p h i c e x p e r i e n c e . E s s e n t i a l l y, t h e ra n g e fi n d e r s y s t e m e n a b l e s p h o t o g ra p h e r s t o c a p t u r e a u t h e n t i c , n a t u r a l i m a g e s , taken from real life in a way that other types of cameras cannot emulate. Th e p h o t o g ra p h e r b e c o m e s p a r t o f t h e a c t i o n , w i t h a h e i g h t e n e d a b i l i t y t o f r a m e w h a t e v e r a p p e a r s i n t h e v i e w fi n d e r – a s c e n e , a m o o d , o r a m o m e n t . ”
- Leica M System
“Based on the premise of delivering what is essential for p h o t o g ra p h y ; t h e r e a s o n s f o r t h e s u c c e s s o f t h e M - S y s t e m o v e r the past 60 years lie in adhering steadfastly to this concept of utmost mechanical and optical precision, compact size and timeless design – and represent the formula for the future.� - Leica M System
COMPETENCIES Th e L e i c a M S y s t e m
PRECISION DESIGN
C O M PA C T A N D Q U I C K T O U S E
A unique rangefinder. Built with only the necessary features. Over 60 years of innovation on the M System.
Minimal shutter delay. One of the fastest, most responsive cameras in the world. Compact, unobtrusive, and quiet.
T H E B E S T M AT E R I A L S
Premium optics made of sapphire glass. Extreme temperature and impact resistant. Still operates at the North Pole.
C O M PA R I S O N S
LEIC A M ( T Y PE 2 4 0 )
C OM PAC T S I Z E
E X T RE M E RE S I L I E NC E
RANGE F I NDE R
AUT OM AT I C C ONT ROL S
ADVANC E D C C D S E NS ORS
CANON 5D MARK III
N IK ON D 810
IP HON E 6S
THE BUSINESS PROBLEMS Lack of personal experience
STORE SCARCITY
HIGH COST
Leica only has a few physical stores worldwide, this makes it impossible for many potential users to try a product before buying.
Due to its price tag of $8,000 many prospective customers cannot afford Leica Ms. It has been criticized by those who see it as a status symbol or fashion statement.
D I F F I C U LT D E S I G N
The M System has a reputation for being hard to learn due to its manual controls and stripped - down analogue features.
INSIGHTS 1 Through our research, we discovered that there is a large community of Leica photographers and enthusiasts who are keen to share their experiences with the M System. One of the channels which we incorporated into our app is a paid online photography magazine called M which is produced by Leica. We included the rich content of the magazine into our app in order to better connect our users with the Leica community and the world of professional photography.
INSIGHTS 2 The high cognitive overhead faced by users when they first use the Leica M presented an obvious friction. We felt we could address through hands-on, interactive features within the application.
CONSIDERING THE CUSTOMERS Why use Leica M?
“A s a n a r t i s t , t h e L e i c a M 9 w a s re f re s h i n g t o s h o o t w i t h . Li k e m y m e d i u m f o r m a t fi l m c a m e ra s , i t m a d e m e s l ow d ow n . A u n i q u e s h o o t i n g e x p e r i e n c e t h a t i s v e r y d i ff e re n t f r o m t h a t o f a D S L R . It i n s p i re s m e a n d u l t i m a t e l y m a k e s m e a b e t t e r p h o t o g ra p h e r.” - J a y C a s s a r i o , We d d i n g P h o t o g r a p h e r
Who uses Leica M?
Leica M customers range from first-time users to hobbyist or professional photographers. Owing to their compact, unobtrusive, and resilient design, the M System cameras have been particularly popular with street, war, and wedding photographers.
BRAND POSITIONING
ASPIRING
ASPIRING
PHOTOGRAPHERS
PHOTOGRAPHERS
NICHE APPEAL
MASS APPEAL
Nikon &Canon
NICHE APPEAL
MASS APPEAL
Leica
Nikon &Canon
Leica
PROFESSIONAL
PROFESSIONAL
PHOTOGRAPHERS
PHOTOGRAPHERS
CURRENT BRAND POSTION
PROPOSED SHIFT FOR LEICA M
BRAND EXPERIENCE “A b ra n d i s a p e r s o n’s g u t f e e l i n g - an approximate yet distinct understanding - about a product, s e r v i c e , o r c o m p a n y.” - Mar ty Neumeier
1. D IFFER EN TIATE
be able to change, but maintain the same brand
DISCIPLINES OF BRANDING
5. CULTIVATE
w i t h t r i b a l i d e n t i fi c a t i o n Fo c u s : who are you? what you do? why does it matter?
2. CO LLA B O R ATE
to bridge the brand gap outsourcng& stewardship
sender
receiver
message
4. VA LID AT E
3. IN N O VATE
through strateg y & execution
S W O T A N A LY S I S
STRENGTHS Respected Brand Name Used by Industry Professionals Expertise in Lenses Handcrafted & Hand Assembled
WEAKNESS High retail price ($8,000 Leica M vs. $3,000 Nikon D810) Limited Number of Models Produced Very Few Retail Location High Manufacturing Cost
OPPORTUNITIES
Growing niche market for analogue cameras Abundance of compatible accessories and lens Unique rangefinder and manual design
T H R E AT S Cheaper and simpler digital cameras Growing global competitors: Canon, Nikon and Hasselblad Rapid succession of product generation
How can we create the value?
REFRAMING THE PROBLEM
How c a n we c o n n e c t p e o p l e w i t h t h e b ra n d a n d g i v e t h e m c o n fi d e n c e i n b u y i n g L e i c a M ?
After considering some of the core issues and frictions facing the Leica M System, we asked ourselves:
How c a n we c l e a rl y i l l u s t ra t e t o u s e r s w h a t s e t s t h e L e i c a M Sy s t e m a p a r t f r o m i t s c o m p e t i t o r s ?
“ Pe o p l e w i l l u s e a p r o d u c t o f s e r v i c e , d e s p i t e d i ffi c u l t y, if they perceive it provides enough value.� - Ne w b e r r y Pa t r i c k
FINDING THE FRICTIONS W h a t a re c u s t o m e r f r i c t i o n s ?
“ Th e b i g g e s t m i s t a k e I m a d e i n b u y i n g a s u p e r e x p e n s i v e c a m e ra w a s n o t k n o w i n g h o w t o u s e i t . � - Je r e m i a h R o d g e r, Tra v e l P h o t o g ra p h e r
Although the steep learning curve that users must overcome when learning the Leica M System can act as an intimidating barrier for prospective users; those who succeed can find that they benefit from this experience by becoming better photographers.
ADDRESSING FRICTIONS By introducing the Leica M interface through hands on interactions, our application aims to eliminate this barrier for first time users and relieve buyer’s remorse. Utilizing this application may help users better understand the feel of a Leica camera and increase their confidence in their ability to use one.
OUR PROPOSAL
A mobile and tablet application that connects potential customers with Leica’s values while promoting confidence in using their products. The application encourages potential and existing customers to immerse themselves Leica’s stories, while they explore and test drive a variety of Leica M products.
TA R G E T A U D I E N C E
ASPIRING PHOTOGRAPHERS
Recreational camera users who have never handled a Leica before and don’t know how to use the M system. LEICA ENTHUSIASTS
Customers who already use a Leica M but want to see firsthand how different M models or lense could affect their photographic experience, and ultimately their work.
T H E VA L U E
ASPIRING PHOTOGRAPHERS
LEICA ENTHUSIASTS:
Reaching out to these potential customers can help grow brand recognition and may further increase sales of the Leica M System.
Providing continuous value to these users through the M magazine as well as the lense and model catalogues is integral to maintaining returning customers and building brand loyalty.
L E I C A S TA K E H O L D E R S
C U R R E N T C O N N E C T I O N S B E T W E E N S TA K E H O L D E R S
LEICA BOUTIQUES
1 . Ph o t o g ra p h e rs - L e i c a b o u t i qu e s La ck of persona l ex perience due t o lim it ed ha nds- on a ccess t o t he ca mera a nd insuffi cient number of st ores worldwide
2
1
2 . L e i c a b o u t i qu e s - 3 rd p a r t y re t a i le rs Experience gap between customer ser vice a nd in- st ore ex perience
PHOTOGRAPHERS
3
3 RD
3 . 3 rd p a r t y re t a i le rs - Ph o t o g ra p h e rs P A R T Y R E TA I L E R S
Inconsist e nt in- st ore e x pe r ie nce a nd ina bilit y t o t r y out product s before t he purhca se
P R O P O S E D C O N N E C T I O N S B E T W E E N S TA K E H O L D E R S
LEICA BOUTIQUES
1 . Ph o t o g ra p h e rs - L e i c a b o u t i qu e s Custom ize the in- store experience with digita l ha nds- on int era ct ions a nd sim plify t he pre- purcha se process
2
1
2 . L e i c a b o u t i qu e s - 3 rd p a r t y re t a i le rs Br idge t he e x pe r ie nce ga p by e ncour a ging b r a nd connect ion t hrough digit a l st or yt elling proces
PHOTOGRAPHERS
3
3 RD
P A R T Y R E TA I L E R S
3 . 3 rd p a r t y re t a i le rs - Ph o t o g ra p h e rs Enhance in-store experience by encouraging retailers to ut ilize t he a pp in order t o showca se Leica M product s direct ly t o t heir cust om ers
1. Physical advertising in Leica’s retail store
AWARENESS Our digital application can be downloaded three different ways: through the app store, the Leica cameras website, or by photographing a QR codes found in Leica’s retail stores.
Leica M app QR code
2. Leica M app logo on Leica website
LEICA LEICA
Consider yourself a photographer? Test your abilities with the MX Leica experience app. Experience one of the most historical camera on your phone! Experience your M! LEICA Support
3. Leica M app in App Store
PRE-ENGAGEMENT
ENGAGEMENT
AT T R A C T
CONSIDER
ENGAGE
Hear about Leica M through:
Think about gaining deeper understanding of Leica M products.
Use the application and learn about Leica.
Consider trying out a rangefinder before purchase.
Experience the interface hands-on.
1. Leica website 2. App store 3. In-store physical Advertising
CUSTOMER JOURNEY FRAMEWORK
Test drive different types of Leica M products.
P O S T- E N G A G E M E N T
PURCHASE
FIRST USE
RETURN
A D V O C AT E
Decide which camera or lens best fit your photography style.
Try using the Leica M for the first time.
Confused about a technical step in using a Leica.
Share work with other photographers through social media and word of mouth.
Return to application to learn more.
PRE-ENGAGEMENT
ENGAGEMENT
AT T R A C T
CONSIDER
ENGAGE
How can we create value for the customer?
How can we get the customer interested in trying out our app?
How can we customize the experience to match the customer’s needs?
How can we reduce the friction of the experience?
BUSINESS JOURNEY FRAMEWORK
P O S T- E N G A G E M E N T
PURCHASE
FIRST USE
RETURN
A D V O C AT E
How can we provide an efficient shopping experience in store?
Are we providing the right type of product options?
How can we use the data to forecast customer trends?
Will this ease the friction of accurately shopping for their friends & family?
PHASE III:
design
“Un d eres timating th e impor ta nce of design a s a process ca n lead to problems. Appreciating this duality is critical to understanding how business can get the most out of design.�
“ Th e m o s t i c o n i c i m a g e s i n h i s t o r y, e v e n t h e o n e s t h a t w e r e n’ t t a k e n with a Leica, were taken because of a Leica.” L e i c a 1 0 0 Ye a r s
“ Th e m o s t i c o n i c i m a g e s i n h i s t o r y, e v e n t h e o n e s t h a t w e r e n’ t t a k e n with a Leica, were taken because of a Leica.” L e i c a 1 0 0 Ye a r s
E A R LY I D E AT I O N Rejected
PROPOSALS Rejected
SHOWROOM
P H Y S I C A L I N S TA L L AT I O N
A digital showroom where users can explore Leica’s products
A community-based city installation that introduces passersby to Leica cameras where they can then use and share photos from
rejected because: cliche, boring, safe
rejected because: out of our scope, hard to control, campaign based
F O R M I N S P I R AT I O N S
O U R I N S P I R AT I O N S
O U R TA K E A W AY S
KLM
engaging interaction
strong use of photographs and compelling user interactions
Revolution.pn
leveraging platform
uses features unique to smartphones and tablets to create a more hands-on digital experience
M-Magazine
photo stories content
utilizes striking images to promtoe the art of photography and tell the story behind each photo
SKETCHES
Wide Angle
M
PHOTO STORIES
CAMERA
FORM DEVELOPMENT Interface Design Wide Angle
Wide Angle
LENSES
TRY YOUR M
M
PHOTO STORIES
CAMERA
LENSES
TRY YOUR M
Pacific Wonderland
I wish to see where the wind meets
Point reyes City Stories
P H A S: E I V : deliver
“Products evolve as a result of changes in context of use, technolog y for production a n d d e l i v e r y o f v a l u e , a n d t h e u n d e r l y i n g e c o n o m i c s o f i n d u s t r i e s . Th e r e s u l t i s a world in which relentless innovation has become a reality for business-not a choice o r a p a r t o f t h e c u l t u r e b u t t h e u n d e n i a b l e r e a l i t y. �
Leica Enthusiasts A way for existing customers to explore the variety of M System models and lenses while furthering their connection to the Leica brand community through the M Magazine.
Aspiring Photographers
VA L U E P R O P O S I T I O N for the customers
Increase the customer's confidence in their own ability to use Leica M cameras and help eliminate buyer’s remorse by reducing the high cognitive overhead they may encounter with the product.
TA N G I B L E People will gain confidence in their ability to use Leica M products.
I N TA N G I B L E The application allows perspectives customers to understand the stories and values behind the M system.
A S P I R AT I O N A L Our platform inspires photographers about the invention of photography by synthesizing Leica’s legacy and heritage with photography.
VA L U E P R O P O S I T I O N for the business Through our app we are introducing the unique interface of the Leica M System through hands-on interactions in hopes of reducing some of the frictions that first time customers encounter when using the Leica M.
FEASIBILITY
This digital platform could be utilized by Leica M to reach a wider audience and provide value to users while promoting their product through the Leica M magazine.
DESIRABILITY
Leica enthusiasts and aspiring photographers will be intrigued and engaged by the rich interactive experience.
VIABILITY
By partnering with Leica, our platform can become a part of a sustainable business model as revenue can be generated for all parties by providing value for the customer.
HOMEPA G E ( fea tu re d s to r ie s )
PH O TO STORI E S Stories from Leica photographers
L EN S ES
CAMERA Camera Specifics
Product List
Expanded View
Product List
Lens Specifics
EXPLORE YOUR M Camera Access Rangefinder Simulation
I N F O R M AT I O N ARCHITECTURE
VISUAL BRANDING The design language used throughout our platform was inspired by Leica’s existing style which uses red, white, and black. One of the insights we gained from researching professional photographers who use the M series was that their cameras are uniquely personal to them and act as a tool through which they can express themselves and perfect their craft.
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BEBAS NEUE
Helvetica Neue Condensed
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#BF0100
1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
# F FA B B 5
Notera
Freight Text
ABCDEFGHIJKLMNOPQRST UVWXYZ abcdefghijklmnopqrstuvwxyz
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VISUAL BRANDING We included handwritten stroke icons to represent the human touch of the photographer and to symbolize the fact that Leica M cameras and lenses are handcrafted. The overlapping of the Photo Stories pages act as a metaphor for flipping through the pages of a magazine.
The calligraphy style of the button introduces the human element to the mechanical process of the Leica M system. Representing an organic but elegant aspect that can only be done by the precision of human hands.
Swiping offers users the opportunity move through the app quickly to uncover additional information without a typical on-screen target to focus on. The action of swiping through stories from the side was inspired by the act of flipping through the pages of a magazine.
MICROINTERACTIONS & M E TA P H O R S
The ring used to switch between different M System model is based on the focus ring tab, unique to analogue cameras. As the users rotates this ring from side to side the image of the camera gets blurry, representing a change in focus.
Swiping offers users the opportunity move through the app quickly to uncover additional information without a typical on-screen target to focus on.
I N T E R FA C E
MEASURABILITY Nu m b e r of applicatio n downlo ads ; Parametric data o n how us er s ar r ived at the app; Percentage o f p ro d u cts retu r ned ; Increased tr affic from Leica s ite.
CONCLUDING REMARKS In developing this product our team gained a better understanding of digital experience design domain at every phase. Through research on the company we chose as well as our design domain, we made a number of insights that inspired continuous iterations on our application. We maintained a user-centric approach and designed our application with intent of providing long term value to the customers and business alike.
REFERENCES
"100 Years of Leica." Leica M Brochure 2014. Print. A Life With Leica. Narr. Thorsten von Overgaard. Web. 22 Mar. 2016. <https://vimeo.com/106179010>. Berger, Warren, and Bruce Mau. Glimmer. Toronto, Ontario: Random House, 2009. Print. Leica Cameras. N.p., n.d. Web. 29 Mar. 2016. <http://en.leica-camera.com/>. "Leica MP Captures North Pole Expedition." Red Bull Ilume. N.p., 7 May 2010. Web. 6 Apr. 2016. <http://www.redbullillume.com/stories/article/leica-mp-captures-north-pole-expedition.html> Naughton, John. "Why I Love My Leica." The Guardian. N.p., 23 Aug. 2014. Web. 25 Mar. 2016.
Neumeier, Martin. The Brand Gap: How to Bridge the Distance Between Business Strategy and Design. Berkley, California: n.p., 2005. Print. Pillars of Panem. N.p., n.d. Web. 29 Mar. 2016. <http://Revolution.pn> Popham, Peter. "How Leica Transformed Photography Forever." Independent. N.p., 21 Mar. 2015. Web. 29 Mar. 2016. Rockwell, Ken . "Canon vs Leica vs Nikon." Ken Rockwell. N.p., Oct. 2009. Web. 6 Apr. 2016. <http://kenrockwell.com/leica/m9/sharpness-28mm.htm>. "The Problem With Leica." Street Shootr. Ed. Karl Edwards. N.p., 27 Nov. 2015. Web. 6 Mar. 2016. <http://www.streetshootr.com/the-problem-with-leica-camera/>. Newberry, Patrick, and Kevin Farnham. Experience Design: A Framework for Integrating Brand, Experience, and Value. Hoboken, New Jersey: John Wiley & Sons, n.d. Print.