Project

DabNab is a service that allows people to try cameras before buying them. Online market research (twitter, online photography forums, etc.) showed that a great deal of time and effort is devoted to discussing qualities of new cameras and selecting the appropriate one to purchase. We needed to understand the full camera search process in more detail to define DabNab’s product offering, user experience, and design strategy.

My Role

Chief Product Officer, Design Strategy, User Research, Content Strategy, Web/UX/Graphic Design, Technical Writing, Operations, Logo Design, Package Design

Process

Observational Study – We started by observing customers and sales clerks in electronics stores, professional photography/camera stores, as well as small mom & pop camera shops. Through analyzing what customers were doing and saying, along with how their inquiries were handled in the store setting,  we defined the basic framework of user needs that informed an initial set of product/service concepts.

1:1 Interviews – For more in depth user feedback, we solicited individuals who were making inquiries about borrowing cameras on frenting.com, an online sharing/lending/borrowing platform, for further discussion. After receiving prototype rental packages of a camera they selected, I met with each test user in an in-home/office interview to learn about their experience. The results were used to re-design various parts of the user experience: package design, pocket guides, online tech support, and customer service.

Design  Research – To explore the visual and physical experience of trying something before buying, we examined both in person and online experiences. In person, we conducted talk-aloud sessions where a person walked through the experience of figuring out how to use a new camera. The user’s thought processes and actions gave insight into the content and style of technical writing that was needed for both paper and online guides. Additionally, we tested out rental services such as Avelle (bagborroworsteal.com), a designer handbag rental service, and Borrowlenses.com, a professional photo and video gear rental service, to understand the entire process and user expectations from viewing the front page all the way to returning the rented items. Through analyzing these immersive rental experiences, we defined a step-by-step user mental model that then helped define DabNab’s process flow and webpage designs.

Outcome

The results of the studies helped answer big and small questions: What kind of cameras should we offer? When are users more inclined to buy?  What camera features should be highlighted on the product page? How big to make the pocket guides?  The research also provided a set of design principles that were applied to everything from product packaging, web graphics, external customer facing website, product receiving/shipment operations, and the customer service process.

DabNab evolved into an online specialty camera shop that provided customers the opportunity to try out a SLR, underwater, or micro four-thirds camera over a two week rental period. Customers could return the rental or purchase to keep the camera to own. Along with the camera came a user experience akin to having your photographer friend walk you through the process of trying out a new camera – handwritten notes, custom-tailored pocket-guide, and exceptional customer service.