HP Lookbook is a design led, strategic digital experience created to highlight our newest and best HP products for HP's customers.
Background
HP offers a vast product assortment, making it challenging for HP customers to find the right product amid an overwhelming number of choices. A common question employees received from friends and family was, “What’s HP’s best laptop?” or “Which printer should I buy?”—yet even they struggled to provide a clear answer.
The main piece of feedback from internal usability testing was that our product portfolio was confusing and users were unable to narrow down their selections.
The Process
We took a human-centered design approach to understand and empathize with our users. Gathering the information we had, we went through an ideation phase and identified opportunities for design solutions. We prototyped our solutions and validated them through usability testing, with rounds of design iterations along the way.
Result
The Lookbook was created to facilitated the user's journey with beautiful product imagery, contextual content, and the ability to browse our portfolio to buy a product within two clicks. The result was a highly curated, engaging, clean, simple, modern, and seamless purchasing experience for HP customer