Canon
A leader and well-respected brand in the world of photography, imaging, and office technology.
The challenge
In an ever-evolving digital landscape, even the most iconic brands must adapt to stay relevant. Canon, a household name in photography, embarked on a transformative journey to revamp its image and redefine its place in the market. The challenge: create a user-focused, mobile-first experience that not only emphasises skill learning but also drives an increase in product sales.
The approach
Revamp the photography market's iconic brand with a user-focused, mobile-first experience that emphasises skill learning and increase product sales by improving user experience.
Market Research and User Persona Development:
Begin by conducting thorough market research to understand the current state of the photography market, including trends, competitors, and user preferences.
Create detailed user personas to represent the target audience, considering factors like skill level, age, interests, and technology proficiency.
Define the Brand Identity:
Revisit the brand's core values and mission, and align them with the new vision for skill learning and user-centered design.
Develop a unique value proposition that highlights the brand's commitment to empowering users through education and mobile accessibility.
Mobile-First Design:
Given the widespread use of smartphones, prioritise mobile-first design to ensure an optimal experience for users on various mobile devices.
Implement responsive design principles, focusing on usability, speed, and intuitive navigation.
Content Creation and Curation:
Curate high-quality content, including articles, videos, and interactive modules, to support skill development.
Collaborate with photography experts and influencers to create exclusive content and courses.
Allow users to upload their own content and share their expertise with the community.
The outcome
Unlocking a world of new customers. The expansion of Canon’s digital presence opened doors to a broader community of photography enthusiasts, professionals, and everyday users. With a more user-friendly interface, easier navigation, and enhanced search capabilities, the website ensures that newcomers and seasoned Canon users alike can effortlessly discover and engage with our products and services.
Users personalised content. We understood that every photographer has unique needs and preferences. That's why we introduced a heightened level of personalisation. The new Canon website now employs advanced algorithms to curate content specifically tailored to your interests and equipment, ensuring that the users receive relevant tips, tutorials, and product recommendations that resonate with their creative journey.
Nationwide Sales Surge. As part of this transformation, we have streamlined the purchase process, making it more intuitive and efficient. This change has led to a significant increase in sales across the country, empowering you to access the latest Canon gear and accessories with ease.
User interface (UI) | Design system | Art direction | Prototyping