HP Wallart
Client: Hewlett Packard
User Research/ Service Design
February 2015 – June 2015
Barcelona, Spain
Problem definition
Hewlett Packard (HP) developed a product called Wallart, a printed paper canvas that can be pasted on walls instead of using house paint. The primary users of this product were print service providers (PSPs), who acted as intermediaries between end-users and HP. However, the main problem was that the final users were unaware of the product since they were not the intended target audience. The goal was to incorporate residential customers as end-users as well.
We discovered that end-users were not reaching out to PSPs for decorative applications. This indicated a gap between the users and PSPs, which we were asked to address. Our task was to optimize an existing app that aimed to connect PSPs with end-users. We were also assigned to find effective ways to promote the app among the end-users to increase its visibility.
How might we diversify the Print Service Providers market to include residential customers?
Research question
Challenge.
Getting an understanding of ways to increase online sales for residential customized designs.
Goal.
Design a service that connects residential customers to PSP by e-commerce.
My Role.
I conducted user research and diverse qualitative and quantitative studies to enhance and optimize the Wallart service.
Actions.
Research of similar e-commerce service providers
User research and insight analysis
UX research and prototype development
Creation of personas and analysis of the gained insights, behaviors, and needs of the customers
Creation and understanding of the stakeholder’s map
Footprint development is needed to understand the final user needs.
Low-fidelity wireframe creation and prototypes to share during focus groups
Refined wireframes to include visual elements based on INRIX style guides
Target audience
Our target audience is primarily composed of Generation Y and Millennials. They are known for their strong inclination towards technology, social media, blogs, and apps. As digital natives, they play a significant role in shaping the latest consumption patterns. They predominantly use mobile devices or tablets to explore their personal interests, keep up with trends, and stay updated with fashion. Recognition is important to them. Millennials handle their finances and make purchases online. I used the value proposition canvas to visualize the target audience's needs, challenges, and tasks to be accomplished.
Persona: Final user (premium)
Persona: Final user (Do it Yourself)
Different kinds of Print Service Provider’s
Stakeholder’s Map
We found that the end user is not aware of customized wall covers. When they think about decorating their spaces, they usually consider standard frames. Additionally, when users discover the service, they tend not to complete their purchase because they lack sufficient technical knowledge and often choose traditional wallpaper instead.
We prioritized customer service to gather the required information for the PSP. We aimed to identify the value proposition that HP can provide to its users, the PSP. Throughout the research, we have consistently placed the users and their needs at the core of our Design Thinking approach.
User Journey
We used this design artifact to generate solutions for the end user. One thing highly valued by the end user is the option to customize interior design, create an experience, and share emotions through content creation and unique images to decorate their walls. The do-it-yourself aspect of the process is highly valued, but some users prefer professional advice from designers or friends who are design experts.
Service Concept
We utilized various research materials to create the service the PSP would offer the end user. The service concept has two approaches: one involves setting up an e-commerce platform for each PSP, while the other utilizes the Wallart App with new and improved features. In line with the service concept, the PSP and the installers are integrated into the app's new user experience.
We utilized the Business Model Canvas to outline how HP could expand operations by becoming the PSP consultants. It was suggested that HP should cultivate the suggested communities and generate revenue through brokerage fees, taking a percentage of the professional services provided by the designers and installers involved in the community.
Value Proposition
We introduced the HP Pack, which assists PSP with the necessary tools to guide customers who want to grow their interior design business. The pack includes e-commerce business development tools for online and face-to-face B2C interactions. The HP Wallart app offers innovative features, such as an online community of artists and installers, to give users confidence and assistance in creating personalized wall art decorations.
Prototyping the HP Wallart app
This part of the process is when we make the ideas tangible and learn from them by testing them. In this phase, we learn from both our mistakes and our successes. The prototype was made on paper to test it with users and get their feedback. This was a crucial part of the process to keep the user at the center of the design. Getting feedback is essential to iterating on the initial idea and refining it to reach an ideal solution.
Proposed enhancement for the Wallart app
Key Learnings.
The digital knowledge gap that the PSP needs to close to open the channel to e-commerce represents one of the most critical challenges to the recommended business model.
The e-commerce Academy is the platform for developing and motivating the PSP to target the residential market.
The presence of pop-up stores can raise awareness and let the target audience interact with the materials, allowing them to appreciate the quality of Wallart printing.
The new features of the Wallart app, such as buying art, editing it, sharing it, and socializing, add value to this innovative product.
The PSP is the key stakeholder in the recommended business model. He is responsible for the main aspects of the service.
The bet is that the PSPs develop their entrepreneurial skills.