HP Premium
Products 2017-19
Late in 2016, HP began releasing its Premium brand, and I was able to take part in the majority of responsibilities, including various launch events and international campaigns. My work was being recognized slowly but steadily, which led to me being given higher profile projects.
Role: Design Lead / UX Designer
New Brand. New Rule.
With the high-budget introduction of the new catalog, we did have more influence over the design strategy. The major step was to execute a mobile first initiative in order to give a better experience for Premium customers in addition to applying a distinctive visual treatment. We made changes to the mobile layout and started designing every page with mobile users in mind.
Further, we were able to create unique modules for each project one at a time, which allows us to showcase the product in a flexible manner. Moreover, it established the framework for later web template creation.
Design from 2017 (above) was focused on brand identity.
Started in 2018 (below), a modern streamline approach with RWD guideline was introduced.
Creativity without strategy is called art, creative with strategy is called advertising.
It is necessary to update a catalog page frequently since it comprises a huge number of products from both consumer and commercial models. Additionally, it can be tricky to convert a complicated user flow into a multi-functional website while still achieving the marketing objective. Designing a worldwide and regional universal flow plan can be challenging, particularly when seasonal campaigns are involved.
Think ahead. It will pay good interest.
After we finished developing a brand-new web experience in 2017, we applied a compromised look and feel to the Premium series. These changes from a dark theme to a gold-emphasized theme made us understand how important it is to have a defined brand guideline for web UX.
As a result, we were able to participate in the creative decision-making process at an early level. For example, attend the lifestyle photoshoot and select the product render perspective. Having a say in these marketing assets from a creative standpoint can actually make the experience feel more consistent and appealing to end consumers.