We are designing a mobile and tablet application that connects
potential customers with Leica’s values while promoting
confidence in purchasing and using their products.
7
DOMAIN
digital experience design
We chose to work within the domain of digital experience design because
experience, intuition, and an affinity for the product of the industry can all
help in understanding a brand better.
PRINCIPLES OF
EXPERIENCE DESIGN
1.
TIME
2.
the recognition that
change will be constant
3.
ENGAGEMENT EXPERIENCE
the actual value the
customer is paying for in
the first place
BRAND INTENT
who you are as a business
and what you stand for
4.
PRODUCT SERVICE SOLUTIONS
where, when, and how you
interact with customers
“Keeping value for your customers and ensuring coherency across all
activities are the foundations of the approach to experience design.”
- N a t h a n S h e d r o ff
8
9
3
ATTRACTION
E X P E R IE N C E D E S IG N
CON CLUSION
EXTEN SION
TA NG I B L E
VA L U E
EN GAGEMEN T
U S E R E X P E RI E NC E
reducing cognitive overhead
C U S T OM E R E X P E RI E NC E
taking care of their existing consumers
S E RV I C E DE S I GN
creating new subscribers
CRITERIA FOR
FEASIBILITY
SUCCESSFUL IDEAS
DESIRABILITY
I NTA NG I B L E
A SPI R AT I O N
S TAY H O L I S T I C
VIABILITY
JOURNEY
FRAMEWORK
BRAND
CHANNEL
PERCEPTION
A person’s gut feeling about a
product, service, or company
BRAND PERCEPTION
“Not what you say it is,
but what they say it is.”
10
TOUCHPOINT
RECOGNIZING
THE VALUE GAP
STAYING TRUE TO
THE BRAND ETHOS
RETHINKING
INNOVATION
“Innovation is about looking for
opportunities for increasing value
for customers across the board, not
just in products and services.”
reducing fragility through optionality
A point of interaction
involving a specific
human need in a
specific time and place
Find information
valuable to users
A platform or
medium of
interaction with
customers or users
Audience
expectation
of brand
the most important aspect of any
design is how it understood in the
minds of the audience
11
AGENCY
I N S P I R AT I O N
Huge is a user-centric design agency
that helps traditional organizations
find success in the digital world.
We were inspired by how they take
advantage of evolving technologies and
changes in user behavior to better
uncover and design for unmet needs.
12
We used Huge’s user-centric design approach when creating
our platform in order to help customers get more value from
their products and services, not just by improving usability,
but by helping users gain confidence in their own potential.
HUGE
“ We c r e a t e e x p e r i e n c e s t h a t t ra n s f o r m b r a n d s ,
g r o w b u s i n e s s e s a n d m a k e p e o p l e’s l i v e s b e t t e r. ”
13
PHASE II:
def ine
“ To o u t c o m p e t e i n t h i s w o r l d , o n e h a s t o c o m e u p w i t h a d i ff e r e n t i a t i o n
in value that moves the market and provides an advantage for long
enough to pay for the changes involved in creating and delivering it.”
- Pa t r i c k Ne w b e r y
14
15
PROJECT CONSTRAINTS
Portable Digital Platform
Experience and Interaction Driven
Reoccurring Use
C L I E N T C O N S I D E R AT I O N S
Before considering what kind of business we
were going to design for, we had to first consider
what kind of business problems could be
addressed through digital experience design.
We asked ourselves:
“ Wh e re c a n we m a k e a d i ff e re n c e ?”
16
17
CLIENT SELECTION
frictions
observation
opportunities
research
18
Inspired by their vast media
catalogue, we envisioned an
interactive storytelling application
that would utilize multiple
mediums to engage users in an
interactive digital journey.
To address their flagging sales and
lack of mobile platform, we
considered designing a digital
marketplace to connect and
engage Nintendo fans and create
more cohesive brand community.
To address the lack of communication
between customers and the delivery
service, we considered designing a
digital platform with a personalized
package tracking system and account
service that can be remotely accessed.
rejected
rejected
rejected
insights
value
swot
empathy
constraints
br an d
competencies
19
THE CLIENT
h ow t h e b r a n d i s
perceived today?
PROFESSIONAL
ICONIC
HANDCRAFTED
LONG-LASTING
20
About Leica
B R A N D VA L U E S
BRAND PROMISE
Leica camera’s are designed to
help photographers perfect their
craft by having them slow down
and focus on the essentials first.
“Focusing on your MIND before your
shooting.” Top-quality cameras with unique
controls help users transform their unique
vision into personal creative fulfilment.
21
CLIENT FOCUS
Th e M s y s t e m
“ Th e M s t a n d s f o r M e s s s u c h e r, t h e G e r m a n t e r m f o r a c o m b i n e d ra n g e fi n d e r a n d v i e w fi n d e r, a
c o n c e p t t h a t e n a b l e s a n i n c o m p a ra b l e k i n d o f p h o t o g r a p h i c e x p e r i e n c e .
E s s e n t i a l l y, t h e ra n g e fi n d e r s y s t e m e n a b l e s p h o t o g ra p h e r s t o c a p t u r e a u t h e n t i c , n a t u ra l i m a g e s ,
taken from real life in a way that other types of cameras cannot emulate.
Th e p h o t o g ra p h e r b e c o m e s p a r t o f t h e a c t i o n , w i t h a h e i g h t e n e d a b i l i t y t o f r a m e w h a t e v e r a p p e a r s
i n t h e v i e w fi n d e r – a s c e n e , a m o o d , o r a m o m e n t . ”
- Leica M System
22
23
COMPETENCIES
Th e L e i c a M S y s t e m
“Based on the premise of delivering what is essential for
p h o t o g ra p h y ; t h e r e a s o n s f o r t h e s u c c e s s o f t h e M - S y s t e m o v e r
the past 60 years lie in adhering steadfastly to this concept
of utmost mechanical and optical precision, compact size and
timeless design – and represent the formula for the future.”
- Leica M System
24
PRECISION DESIGN
C O M PA C T A N D Q U I C K T O U S E
A unique rangefinder. Built with only the
necessary features. Over 60 years of
innovation on the M System.
Minimal shutter delay. One of the
fastest, most responsive cameras in the
world. Compact, unobtrusive, and quiet.
T H E B E S T M AT E R I A L S
Premium optics made of sapphire glass.
Extreme temperature and impact
resistant. Still operates at the North Pole.
25
C O M PA R I S O N S
THE BUSINESS PROBLEMS
Lack of personal experience
L E I CA M ( T Y PE 2 4 0 )
C OM PAC T S I Z E
E X T RE M E RE S I L I E NC E
CA N O N 5 D M A R K I I I
N IK ON D 810
IP HON E 6S
STORE SCARCITY
HIGH COST
Leica only has a few physical stores
worldwide, this makes it impossible
for many potential users to try a
product before buying.
Due to its price tag of $8,000 many
prospective customers cannot afford Leica
Ms. It has been criticized by those who see it
as a status symbol or fashion statement.
RANGE F I NDE R
D I F F I C U LT D E S I G N
AUT OM AT I C C ONT ROL S
ADVANC E D C C D S E NS ORS
26
The M System has a reputation for being
hard to learn due to its manual controls
and stripped - down analogue features.
27
28
INSIGHTS 1
INSIGHTS 2
Through our research, we discovered that there is a large community of
Leica photographers and enthusiasts who are keen to share their
experiences with the M System. One of the channels which we
incorporated into our app is a paid online photography magazine called
M which is produced by Leica. We included the rich content of the
magazine into our app in order to better connect our users with the
Leica community and the world of professional photography.
The high cognitive overhead
faced by users when they first
use the Leica M presented an
obvious friction. We felt we
could address through
hands-on, interactive features
within the application.
29
CONSIDERING THE CUSTOMERS
Who uses Leica M?
Why use Leica M?
“A s a n a r t i s t , t h e L e i c a M 9 w a s re f re s h i n g t o s h o o t w i t h . Li k e m y
m e d i u m f o r m a t fi l m c a m e ra s , i t m a d e m e s l ow d ow n . A u n i q u e
s h o o t i n g e x p e r i e n c e t h a t i s v e r y d i ff e re n t f r o m t h a t o f a D S L R . It
i n s p i re s m e a n d u l t i m a t e l y m a k e s m e a b e t t e r p h o t o g ra p h e r.”
- J a y C a s s a r i o , We d d i n g P h o t o g r a p h e r
30
Leica M customers range from first-time users
to hobbyist or professional photographers.
Owing to their compact, unobtrusive, and
resilient design, the M System cameras have
been particularly popular with street, war,
and wedding photographers.
31
BRAND POSITIONING
BRAND EXPERIENCE
ASPIRING
ASPIRING
PHOTOGRAPHERS
PHOTOGRAPHERS
“A b ra n d i s a p e r s o n’s g u t f e e l i n g
- an approximate yet distinct
understanding - about a product,
s e r v i c e , o r c o m p a n y.”
- Mar ty Neumeier
NICHE APPEAL
MASS APPEAL
Nikon
&Canon
NICHE APPEAL
1.
D I F F E R E N T I AT E
w i t h t r i b a l i d e n t i fi c a t i o n
Fo c u s :
who are you?
what you do?
why does it matter?
MASS APPEAL
Leica
Nikon
&Canon
Leica
be able to change,
but maintain the
same brand
D IS C IP LIN E S
OF
BRAN D IN G
5.
C ULT I VAT E
2.
C O L L A B O R AT E
to bridge the brand gap
outsourcng& stewardship
sender
PROFESSIONAL
PROFESSIONAL
PHOTOGRAPHERS
PHOTOGRAPHERS
CURRENT BRAND POSTION
32
receiver
message
4.
VA L I D AT E
3.
I N N O VAT E
through strateg y & execution
PROPOSED SHIFT FOR LEICA M
33
S W O T A N A LY S I S
OPPORTUNITIES
Growing niche market
for analogue cameras
STRENGTHS
Respected Brand Name
Used by Industry Professionals
Expertise in Lenses
Handcrafted & Hand Assembled
WEAKNESS
High retail price ($8,000 Leica M vs.
$3,000 Nikon D810)
Limited Number of Models Produced
Abundance of compatible
accessories and lens
Unique rangefinder and
manual design
T H R E AT S
Cheaper and simpler digital cameras
Growing global competitors:
Canon, Nikon and Hasselblad
Rapid succession of product generation
Very Few Retail Location
High Manufacturing Cost
How can we create the value?
34
35
36
REFRAMING
THE PROBLEM
How c a n we c o n n e c t p e o p l e w i t h t h e b ra n d a n d
g i v e t h e m c o n fi d e n c e i n b u y i n g L e i c a M ?
After considering some of the core
issues and frictions facing the Leica
M System, we asked ourselves:
How c a n we c l e a rl y i l l u s t ra t e t o u s e r s w h a t s e t s
t h e L e i c a M Sy s t e m a p a r t f r o m i t s c o m p e t i t o r s ?
37
FINDING THE FRICTIONS
W h a t a re c u s t o m e r f r i c t i o n s ?
“ Pe o p l e w i l l u s e a p r o d u c t o f s e r v i c e , d e s p i t e d i ffi c u l t y,
if they perceive it provides enough value.”
- Ne w b e r r y Pa t r i c k
38
“ Th e b i g g e s t m i s t a k e I m a d e i n b u y i n g a s u p e r e x p e n s i v e
c a m e ra w a s n o t k n o w i n g h o w t o u s e i t . ”
- Je r e m i a h R o d g e r, Tr a v e l P h o t o g ra p h e r
Although the steep learning curve that users must
overcome when learning the Leica M System can
act as an intimidating barrier for prospective users;
those who succeed can find that they benefit from
this experience by becoming better photographers.
39
ADDRESSING FRICTIONS
By introducing the Leica M interface
through hands on interactions, our
application aims to eliminate this barrier
for first time users and relieve buyer’s
remorse. Utilizing this application may
help users better understand the feel of a
Leica camera and increase their
confidence in their ability to use one.
40
41
OUR PROPOSAL
A mobile and tablet application that connects potential customers with
Leica’s values while promoting confidence in using their products.
The application encourages potential and existing customers to
immerse themselves Leica’s stories, while they explore and test drive a
variety of Leica M products.
42
43
TA R G E T A U D I E N C E
ASPIRING PHOTOGRAPHERS
Recreational camera users who have
never handled a Leica before and don’t
know how to use the M system.
LEICA ENTHUSIASTS
Customers who already use a Leica M
but want to see firsthand how
different M models or lense could
affect their photographic experience,
and ultimately their work.
44
T H E VA L U E
ASPIRING PHOTOGRAPHERS
LEICA ENTHUSIASTS:
Reaching out to these potential
customers can help grow brand
recognition and may further increase
sales of the Leica M System.
Providing continuous value to these users
through the M magazine as well as the lense
and model catalogues is integral to maintaining
returning customers and building brand loyalty.
45
L E I C A S TA K E H O L D E R S
C U R R E N T C O N N E C T I O N S B E T W E E N S TA K E H O L D E R S
LEICA BOUTIQUES
1 . Ph o t o g ra p h e rs - L e i c a b o u t i qu e s
La ck of persona l ex perience due t o lim it ed
ha nds- on a ccess t o t he ca mera a nd insuffi cient
number of st ores worldwide
2
1
P R O P O S E D C O N N E C T I O N S B E T W E E N S TA K E H O L D E R S
LEICA BOUTIQUES
1 . Ph ot ogr a p h e r s - L e i c a b ou t i q u e s
Cu sto mize th e in -sto re exper ien c e w ith d ig ita l h a n d s-o n
in ter a c tio n s a n d simpl ify th e pre-pu rc h a se pro c ess
2
1
2 . L e i c a b o u t i qu e s - 3 rd p a r t y re t a i le rs
2 . L e i c a b ou t i q u e s - 3 rd p a r t y re t a i l e r s
Ex perience ga p bet ween cust om er ser v ice
a nd in- st ore ex perience
PHOTOGRAPHERS
46
3
3 RD
P A R T Y R E TA I L E R S
3 . 3 rd p a r t y re t a i le rs - Ph o t o g ra p h e rs
Inconsist ent in- st ore ex perience a nd ina bilit y
t o t r y out product s before t he purhca se
Br id g e th e exper ien c e g a p by en c o u r a g in g b r a n d
c o n n ec tio n th ro u g h d ig ita l sto r ytel l in g pro c es
PHOTOGRAPHERS
3
3 RD
P A R T Y R E TA I L E R S
3 . 3 rd p a r t y re t a i l e r s - Ph ot ogr a p h e r s
En h a n c e in -sto re exper ien c e by en c o u r a g in g reta il er s to
u til ize th e a pp in o rd er to sh owc a se Leic a M pro d u c ts
d irec tl y to th eir c u sto mer s
47
1. Physical advertising in Leica’s retail store
2. Leica M app logo on Leica website
LEICA
LEICA
Consider yourself a photographer?
Test your abilities with the MX Leica experience app. Experience one of the
most historical camera on your phone! Experience your M!
LEICA Support
AWARENESS
Our digital application can be downloaded three
different ways: through the app store, the Leica
cameras website, or by photographing a QR
codes found in Leica’s retail stores.
3. Leica M app in App Store
Leica M app QR code
48
49
PRE-ENGAGEMENT
ENGAGEMENT
P O S T- E N G A G E M E N T
AT T R A C T
CONSIDER
ENGAGE
PURCHASE
FIRST USE
RETURN
A D V O C AT E
Hear about Leica M through:
Think about gaining deeper
understanding of Leica M products.
Use the application
and learn about Leica.
Decide which camera or lens
best fit your photography style.
Try using the Leica M for
the first time.
Confused about a technical
step in using a Leica.
Consider trying out a
rangefinder before purchase.
Experience the interface hands-on.
Share work with
other photographers
through social media
and word of mouth.
1. Leica website
2. App store
3. In-store physical Advertising
Return to application to learn more.
Test drive different
types of Leica M products.
CUSTOMER JOURNEY FRAMEWORK
50
51
PRE-ENGAGEMENT
ENGAGEMENT
P O S T- E N G A G E M E N T
AT T R A C T
CONSIDER
ENGAGE
PURCHASE
FIRST USE
RETURN
A D V O C AT E
How can we create value for
the customer?
How can we get the customer
interested in trying out our app?
How can we customize the
experience to match the
customer’s needs?
How can we provide an efficient
shopping experience in store?
Are we providing the right
type of product options?
How can we use the data to
forecast customer trends?
Will this ease the friction
of accurately shopping for
their friends & family?
How can we reduce the friction
of the experience?
BUSINESS JOURNEY FRAMEWORK
52
53
PHASE III:
design
“Underestimating the impor tance of design as a process can
lead to problems. Appreciating this duality is critical to
understanding how business can get the most out of design.”
54
55
“ Th e m o s t i c o n i c i m a g e s i n h i s t o r y, e v e n t h e o n e s t h a t w e r e n’ t t a k e n
with a Leica, were taken because of a Leica.”
L e i c a 1 0 0 Ye a r s
56
57
E A R LY I D E AT I O N
Rejected
58
59
PROPOSALS
F O R M I N S P I R AT I O N S
Rejected
SHOWROOM
60
O U R I N S P I R AT I O N S
O U R TA K E A W AY S
KLM
engaging interaction
strong use of photographs and compelling user
interactions
Revolution.pn
leveraging platform
uses features unique to smartphones and tablets to
create a more hands-on digital experience
M-Magazine
photo stories content
utilizes striking images to promtoe the art of
photography and tell the story behind each photo
P H Y S I C A L I N S TA L L AT I O N
A digital showroom where users can
explore Leica’s products
A community-based city installation that introduces
passersby to Leica cameras which they can then use
and share photos from
rejected because: cliche, boring, safe
rejected because: out of our scope, hard to control, campaign based
61
D E S I G N I T E R AT I O N S
62
63
Wide Angle
M
PHOTO STORIES
CAMERA
LENSES
TRY YOUR M
M
PHOTO STORIES
CAMERA
LENSES
TRY YOUR M
Pacific Wonderland
FORM DEVELOPMENT
Interface Design
Wide Angle
I wish
to see
where
the wind meets
Point reyes
City Stories
Wide Angle
64
65
P H A S: E I V :
deliver
“Products evolve as a result of changes in context of use, technolog y for production
a n d d e l i v e r y o f v a l u e , a n d t h e u n d e r l y i n g e c o n o m i c s o f i n d u s t r i e s . Th e r e s u l t i s a
world in which relentless innovation has become a reality for business-not a choice
o r a p a r t o f t h e c u l t u r e b u t t h e u n d e n i a b l e r e a l i t y. ”
- Pa t r i c k Ne w b e r y
66
67
TA N G I B L E
People will gain
confidence in their ability
to use Leica M products.
LEICA ENTHUSIASTS
A way for existing customers to explore the variety of
M System models and lenses while furthering their
connection to the Leica brand community through
the M Magazine.
I N TA N G I B L E
The application allows perspectives
customers to understand the stories
and values behind the M system.
ASPIRING PHOTOGRAPHERS
VA L U E P R O P O S I T I O N
for the customers
Increase the customer's confidence in their own ability
to use Leica M cameras and help eliminate buyer’s
remorse by reducing the high cognitive overhead they
may encounter with the product.
A S P I R AT I O N A L
Our platform inspires photographers about the
invention of photography by synthesizing Leica’s
legacy and heritage with photography.
68
69
FEASIBILITY
This digital platform could be utilized by Leica
M to reach a wider audience and provide value
to users while promoting their product through
the Leica M magazine.
VA L U E P R O P O S I T I O N
for the business
DESIRABILITY
Through our app we are introducing the
unique interface of the Leica M System
through hands-on interactions in hopes of
reducing some of the frictions that first time
customers encounter when using the Leica M.
Leica enthusiasts and aspiring
photographers will be
intrigued and engaged by the
rich interactive experience.
VIABILITY
By partnering with Leica, our platform can become a part of
a sustainable business model as revenue can be generated for
all parties by providing value for the customer.
70
71
H O M EPAGE
( f e a tu re d s to r ie s )
PHOTO STO R IE S
Stories from Leica photographers
L EN S ES
CAMERA
Camera Specifics
Product List
Expanded View
Product List
Lens Specifics
EXPLORE YOUR M
Camera Access
Rangefinder Simulation
I N F O R M AT I O N
ARCHITECTURE
72
73
VISUAL BRANDING
The design language used throughout our platform was inspired
by Leica’s existing style which uses red, white, and black. One
of the insights we gained from researching professional
photographers who use the M series was that their cameras are
uniquely personal to them and act as a tool through which they
can express themselves and perfect their craft.
VISUAL BRANDING
We included handwritten stroke icons to represent the human touch of the
photographer and to symbolize the fact that Leica M cameras and lenses are
handcrafted. The overlapping of the Photo Stories pages act as a metaphor for
flipping through the pages of a magazine.
76
The calligraphy style of the button introduces the human element to the
mechanical process of the Leica M system. Representing an organic but
elegant aspect that can only be done by the precision of human hands.
77
The ring used to switch between different M System
model is based on the focus ring tab, unique to
analogue cameras. As the users rotates this ring from
side to side the image of the camera gets blurry,
representing a change in focus.
Swiping offers users the opportunity move
through the app quickly to uncover
additional information without a typical
on-screen target to focus on.
The action of swiping through stories from
the side was inspired by the act of flipping
through the pages of a magazine.
MICROINTERACTIONS
& M E TA P H O R S
78
Swiping offers users the opportunity move
through the app quickly to uncover
additional information without a typical
on-screen target to focus on.
79
I N T E R FA C E
80
81
82
83
MEASURABILITY
The n u m b e r of t i m e s t h e Ap p i s d own l oa d e d ;
In c re a s e i n on l i n e a n d i n - s t ore t r a ffi c ;
Us e r f e e d b a c k a n d re v i e ws f rom t h e a p p s t ore ;
Pa r a m e t r i c d a t a on h ow u s e r s a r r i ve d a t t h e a p p ;
In c re a s e d t r a ffi c f rom L e i c a s i t
84
85
CONCLUDING REMARKS
In developing this product our team gained a better understanding of digital
experience design domain at every phase. Through research on the company we
chose as well as our design domain, we made a number of insights that inspired
continuous iterations on our application. We maintained a user-centric approach
and designed our application with intent of providing long term value to the
customers and business alike.
86
87
REFERENCES
88
"100 Years of Leica." Leica M Brochure 2014. Print.
Neumeier, Martin. The Brand Gap: How to Bridge the Distance Between Business Strategy and Design. Berkley, California: n.p., 2005. Print.
A Life With Leica. Narr. Thorsten von Overgaard. Web. 22 Mar. 2016.
<https://vimeo.com/106179010>.
Pillars of Panem. N.p., n.d. Web. 29 Mar. 2016.
<http://Revolution.pn>
Berger, Warren, and Bruce Mau. Glimmer. Toronto, Ontario: Random House, 2009. Print.
Popham, Peter. "How Leica Transformed Photography Forever." Independent. N.p., 21 Mar. 2015. Web. 29 Mar. 2016.
Leica Cameras. N.p., n.d. Web. 29 Mar. 2016.
<http://en.leica-camera.com/>.
Rockwell, Ken . "Canon vs Leica vs Nikon." Ken Rockwell. N.p., Oct. 2009. Web. 6 Apr. 2016.
<http://kenrockwell.com/leica/m9/sharpness-28mm.htm>.
"Leica MP Captures North Pole Expedition." Red Bull Ilume. N.p., 7 May 2010. Web. 6 Apr. 2016.
<http://www.redbullillume.com/stories/article/leica-mp-captures-north-pole-expedition.html>
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