TEAM
This project was a sponsored studio by HP that solved real-world client objectives.
PROMPT
Make a printing experience for the connected home.
MY CONTRIBUTION
- Research
- Head Editor
- Content Manager
- Copywriter
CHALLENGE
Our biggest challenge was that no one likes printers. If they need one they are glad they have one, but our research kept showing that no one was excited about buying a big bulky paperweight they wouldn’t be using every day. We pursued two possible solutions. One, people print things that are nostalgic. If you print a picture of a loved one you are more likely to keep it than something for your office. We wanted to harness that nostalgia and have it relate to printers. Two, make a printer multi-use. An HP printer can print out your spreadsheets, but it also can do so and so. That way someone can use it more often and for more than just your printing needs.
LEARNED
The UX of our printers starts as soon as you open the box. In a lot of our interviews, people talked about how frustrating it was to set up a printer. At the time, our high standard for setting something up was the new Apple AirPods. You just have to open the pill-sized box and it finds your phone. Setting up a printer can require downloading software, sometimes you need cables that are not provided. It can become a mess very quickly. During this project, I became very interested in how everything from the packaging and instructions of a printer could affect the user’s relationship so soon in the process.
Research Methods Included:
Secondary Research - Trend Matrix & Popular Media Scan
This helped us see what other companies were doing with printing technology and what was most effective.
Primary Research - Surveys, Focus Group, and Contextual Interviews
Our finders were very eye-opening and helped us understand the importance of nostalgia in printing.
Altogether our research pointed us in a new direction and caused our prompt to evolve
Writing:
I helped come up with the many Archetypes needed for the project.
Edited and provide the copy for posters, presentations, and the process book.
Due to a non-disclosure agreement, I am not allowed to say any more about the project specifics online.
However, I can discuss the project further in interviews.