DESIGN & INNOVATION STRATEGY
Envision a solution to help HP large format printers
grow print usage in current and new customers.
Ideally, this solution will provide a new submission tool for large format printers that makes printing enjoyable & promotes the value of large format.
Identification of new user groups and potential for concept expansion.
An application that allows users to create and style their own unique garments.
Collecting the data and making sense of it
This was a very open project with very few restrictions. HP were seeking fresh perspectives and out-of-the-box thinking that could be expanded upon within their project portfolio. Since the arena was quite large, we began this project by brainstorming possible uses for large format printing. Once we had a number of uses identified, we attempted to answer simple questions in order to build up a more complete picture of the field of play. Arranging this data into various forms allowed us to identify a number of interesting areas that might contain hidden opportunities and in this way, this process formed the basis of our research plan.
The research was a mix of field and desk research. After extensive field and desk research, the team identified particular user groups that seemed promising in terms of having unmet needs. We found that fashion designers are a common user group of large format printers... when they have access to one. Amateur fashion designers often resort to extremely laborious work-a-rounds. Rebecca represents this first user group: a fashion enthusiast that is always plugged in. A typical online shopping journey for her consists of navigating through multiple fashion apps and website tabs, jumping seamlessly from one to another.
Our second user group was first-time parents working full-time jobs. Henry represents a first-time father with a hectic work schedule that worries about the lack of time that he gets to spend with his young son. He is keen to find more opportunities to bond with his son and nurture his child's creativity at such an important developmental stage in his life.
We revisited the initial challenge statement and refined it to:
How might we create a fashion designing tool that enables creative minds to showcase their unique style?
Introducing DASK fashion app
DASK fashion app allows for simple and intuitive design of unique garments, so that people can connect and express themselves in an entirely new way.
Rebecca is a representation of the ever increasing demand for personalisation. While she is attracted by luxury brands, she also wants to put her own stamp on her outfit to differentiate herself. Online platforms offer convenience and 24/7 accessibility and big fashion companies are looking forward new ways to collaborate with these platforms as online retail continues to grow. Rebecca is part of a large consumer group that is always connected and in control. It is a group that expects it all: convenience, quality, a values-based mentality and affordable prices. This is a group known as I-Designers, and they tend to want to participate in the creation, design and build of the products that they buy as well as being able to show "how I made it mine".
Henry now has a go-to option to bond with his son. No more messing about with poorly constructed Halloween costumes, he can now encourage creativity in his child in a playful way. Henry represents a user group that may not be overly fashion conscious but does value a personalised experience, even if it is just for fun. The DASK concept allows him to do exactly that: Have fun.
Lessons in iteration: Going around in circles
Iterate, iterate, iterate.
While a mobile fashion application may not seem to have any link to large format printing, the concept emerged naturally from continuous, rapid iteration. With each iteration cycle it was important to consider what we learned as a team, what was working, what was not, which lines of inquiry did we need to follow and which needed to be abandoned, etc. In the end we identified an opportunity to indirectly increase usage of large format printers. This concept focused on the front-end application addressing real user needs. The back-end development could take multiple interesting directions, but from a purely technological point of view, there is significant precedent for the development of DASK.