“I love working with you...your work...your design aesthetics are amazing. You made THE most significant design contribution to the pitch.”
– From an executive at Arc Worldwide
Overview
Research showed that customers intended to buy a printer but were often overwhelmed by a complicated shopping journey. This confusion led to long sales cycles, sometimes lasting weeks or months.
The Problem
Customers faced too many options and struggled to clearly determine the best printer for their needs, creating frustration and decision fatigue.
The Approach
An innovative approach was proposed to reframe the HP brand experience by using the HP logo as a focal point. Integrating lifestyle imagery within the logo, the design created a more human and relatable connection for customers. Bold, vibrant colors were blended with lifestyle visuals to make the shopping journey more engaging and relevant, while staying true to HP's brand identity.
The Solution
HP Logo Integration: The logo became a storytelling centerpiece, reflecting how printers fit into everyday life.
Visual Overhaul: Bright, lifestyle-oriented visuals were introduced, making the brand feel more accessible.
Simplified Journey: The customer experience was simplified to help shoppers quickly find the right printer for their needs.
The Impact
The pitch won the agency the hp account.
quick view: product design focus
Solving user problems holistically by balancing functionality, usability, and business impact.
making the printer shopping experience more human
Design System & Scalability
This point of view would bring to life any medium or activation.
Business Impact & Operational Efficiency
My work led to significant cost savings for the company
Design Strategy & Efficiency
This key visual for the 'Hello, Perfect' campaign connects the brand logo with the concept through storytelling, making the experience more human. An executive praised the concept and animation for saving the agency a week of work, adding value for both the team and the audience.
user-centered storytelling
Find Your Perfect Printer with Real Reviews and Expert Advice
Personalized
Hello, perfect was designed to help you find the perfect HP printer that matches your unique needs.
Step By Step Guide
Our Shopper Recommendation Tool makes it easy to choose a printer based on what you love to print.
Transparent
You can explore real reviews from satisfied customers, ensuring transparency and confidence in your purchase.
Authentic & Relatable
We’ve teamed up with Kristen Bell, whose everyday experiences add a personal touch, making her a valuable resource for shoppers.
simplified journey
Customers receive a recommended printer perfect for their needs
Versatile & Scalable
Through a series of simple prompts, we’d eliminate decision-making paralysis by spotlighting real customers, engaging in authentic conversations, with the ultimate goal of recommending the perfect printer that suits their needs.
key insights learned
Reflections and Lessons Learned: Humanizing the Printer Shopping Experience
Design Decisions
Demonstrated how a well integrated design system in product and marketing can optimize both brand impact and business value.
Customer-Centric Design
Insights emphasized the importance of understanding user needs and preferences to create more personalized and engaging content.
Strategic Visual Storytelling
Integration of lifestyle images helped forge a stronger emotional connection with the audience, making the technical aspects of the printers more accessible and understandable.
Engaging & Relatable
The introduction of “baby” images had a game-changing impact when I shared them with stakeholders. I also explored a humorous approach with images from the movie “Office Space,” where characters vent their frustrations on a printer.
hp hello perfect
CREDITS
Client: hp
Agency: Arc Worldwide
My Role: Art Direction, UX