Client sought to develop a strategy aimed at gaining market share in SOHO, workgroup and enterprise printer, fax and multipurpose device markets. Activities included hardware & software experience audit, competitive analysis, customer research, product strategy, product design, and user interface design.


Specific activities included an internal review of current hardware/software user experience strategies, and a benchmark analysis of the office products hardware industry. Extensive customer research was conducted across SOHO, workgroup, and enterprise markets to understand usage habits, needs, and perceptions. Following those efforts, a product and  experience strategy was developed that would position the client as the leader of those same markets. Products of particular focus included inkjet, laser, and workgroup printers, scanners, and multi-function devices.



A strategy for the progressive reduction of features and functions on office devices intended for the SOHO and Workgroup offices. Applied to printers, scanners, fax machines and multi-function devices. Worked with product planners and design managers to define the appropriate target demographics. Large groups of test participants from each of those target demographic groups were then recruited and requirements gathering and task analysis sessions were conducted. Interactive prototypes of the leading competitive solutions were produced and tested. A preliminary user experience strategy was then developed and supporting prototype solutions were developed. The proposed strategy and solutions were then tested against competitive prototypes. Use-case scenarios, question and answer sessions, and questionnaires were used to measure performance and gather target audience feedback and opinion. Iterations of strategy and solution development took place. The iterative development process yielded a validated 3-phase user experience strategy. This strategy was implemented by the client which initiated an industry trend of dramatically simplified hardware user interfaces and controls.


  • Development of a comprehensive user experience strategy that supported client’s goals to dominate the office products market.
  • Identification of areas of immediate opportunity for market penetration and dominance. Follow-up implementation strategy developed.
  • Development of a hardware and software feature and function migration strategy that was integrated and consistent with the corporate brand strategy. Included consistency of identity usage, color palette usage, hardware family of form, look and feel, interaction paradigms, etc.