case study - Hewlett Packard

Hewlett Packard -
The Computer is Personal Again

Srategy | Creative | Information Architecture | UXD | Protoyping

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.