case study - Hewlett Packard

Hewlett Packard -
The Computer is Personal Again

Information Architecture | UXD | Protoyping | Documentation

BACKGROUND
Hewlett-Packard wanted to change the impression of the company and products within The Personal Systems Group that included consumer desktop/laptop, mobile computing, printers and supplies. This change to increase market share resulted in a marketing campaign that spanned several years and garnered multiple awards that included Campaign of the Year and Best of Show from ADWEEK, IAB Mixx and Effie.

In direct completion with Dell for market share, HP clearly widened the gap by more than 10% in market share with an average revenue increase of 33%.

GOALS
  • Easy to understand and navigate interface that included rich media objects
  • Present HP as being innovative
  • Promote photo sharing and printing
  • Explain the benefits of Full Circle Care

AUDIENCE
  • Domestic and international consumer markets
  • Domestic and international small business market

SERVICES
  • Information Architecture
  • Interaction Design
  • Functional prototype
  • Design specifications
  • Style Guides

RESULTS
  • ADWEEK Campaign of the Year
  • IAB Mixx Best of Show
  • Effie Gold Award
  • Increase of 33% in market share
  • Wide Adoption of Photo Sharing & Products
  • 750,000 views of embedded content in the first 24 hours
  • The success of this campaign created opportunity to address other decision makers with two spin-off campaigns:
    • Change Artists features notable business entities and speaks to the needs and challenges of CIO, CTO and CEO's of Medium to Large Enterprise
    • Mavericks targets Small Business Owners with less than 100 staff and unmanaged IT. Primary Psychographics include Entrepreneurs motivated by inspirational messaging, who also rely on peers for crucial business advice.

The Computer is Personal Again SchematicConsumer & Small Business Microsite User Flow

The Computer is Personal Again.Low Fidelity Biogram Mockup

The Computer is Personal Again - New Media ShowcaseHigh Fidelity Protoype

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