Canon: The Photographer's Pocket Expert
The phone is not the enemy of photography.
Used to give context and real-time help with taking photos. The phone becomes your photography companion. You're shoot partner. It helps you share and connect to your community to help you be the best photographer you can be.
- Supporting Design Artifacts & Features -
Features shown above: 1. Personalized Mobile Shopping 2. Expert information in context / on the go 3. Automated Expertise: Recommending your best photos 4. Integrated Social Sharing: Allows members to have complete control over how and when they share 5. Social Connection: Going beyond Canon to connect to established social channels 6. Personalized Offers: Extending the Canon relationship beyond the camera 7. Canon API: Opening the community to other apps that support the Canon customer 8. Native App Notifications: Connecting members using geolocation
Powered by Salesforce, how could/should Canon connect with their customers in the digital space? That was the question raised by Marc Benioff in his 2013 Dreamforce address about the future of the "Internet of Things > Internet of Customers"
Taking the question one step further, how should Canon leverage digital to reach their customers in a meaningful way, earn new customers for life, and deepen relationships with customers of all types? Especially when "everyday" photography is more and more being replaced with phone shots and filters?
The answer, or part of the answer, involves harnessing a community of enthusiasts to turn amateurs into experts. The answer is the phone is not an enemy or competitor, but a companion that is better used as a connection to the pros than a replacement for a camera.
For "The Art of the Possible" The goal was not to answer all the facets of that question, but rather to start the conversation, inspire thought and explore avenues where Canon could, should and might play in the conversation of photographers, both professional, aspiring and casual point-and-click.
In telling that story, I both helped write the story and fully illustrate two scenarios that helped portray how an amateur photographer on assignment and a casual vacationing family might connect and benefit from some of the same digital solutions. Those solutions focused on leveraging community, adaptive personalization and smart commerce recommendations to paint the possible story of a dedicated Canon enthusiast supported by smart data.
- Creative Direction
- UI Design
- Strategy & Storytelling