Centralis helps HP create a compelling out-of-box experience
HP is a technology solutions provider to consumers, businesses, and institutions globally. With a portfolio that spans printing, personal computing, software, services and IT infrastructure, HP is among the world’s largest IT companies.
HP was seeking to leverage its dominance in color printing to pursue opportunities in the digital photography market. While HP digital cameras hit sales targets, customers were frequently seeking help with getting started using their new devices.
Through a partnership with Fuse Interactive, HP engaged Centralis to improve the out-of-box experience for HP digital cameras. By examining all aspects of the new camera experience, including packaging, the Quick Start guide, camera settings and online help resources, HP asked Centralis to define a clear, engaging experience for the new camera owner.
To improve HP’s out-of-box experience, Centralis conducted usability testing with prospective buyers of digital cameras. Participants were handed an unopened camera and asked to begin using it. We observed as participants attempted to set up their cameras, take pictures and print their photos, relying on in-box information as well as a website offering instructions and basic digital photography tips.
While our research highlighted usability issues with the camera set-up process, we also identified a key opportunity to provide new digital photographers with robust advice and resources for getting the most out of their new camera. Our recommendations centered on enhancing the online component of the out-of-box experience as a complement to in-box instructions.
HP has come to dominate the market in photographic imaging. The company’s online Digital Photography Center leverages the findings from this study to connect digital photographers with accessories, related services and creative ideas for enhancing their digital photography experience.