Leica M: Process Book

8/18/2019 Leica M: Process Book

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d i s c o v e r

P H A S E I :

We are desi gning a mo bile and tabl et a ppli cati on th at c onnpotential customers with Leica’s values while promotingconfidence in purchasing and using their products.


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We chos e to work w ithin the d omain of d igita l ex peri ence desi gn be causeexperience, intuition, and an affinity for the product of the industry can allhelp in understanding a brand better.

d i g i t a l e x p e r i e n c e d e s i g n

D O M A I N

P R I N C I P L E S O F

E X P E R I E N C E D E S I G N

2. B R A ND I NT E NT

who yo u are as a busin essand what you stand for

1. T I M E

the recognition thatchange will be constant

3. E NG A G EM ENT EX P ER I ENC E

the actual value thecustomer is paying for inthe first place

where , whe n, an d how youinteract with customers

4. P R O DU C T S ER V I C E S O L U T I O NS

“Ke epi ng v a lue f o r y our c u s t ome r s and

ac t i v i t i e s a r e t he f oundat i on s o f t he a


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V A L UE

TANGIBLE

INTANGIBLE

AS P IRATION

ATTRACTION

ENGAGEMENT

CONCLUSION

EXTENSION

STAY H O L I S T I C

EXPERIENCE DESIGN

B R A N D

STAYING TRUE TO

THE BRAND ETHOS

RETHINKING

INNOVATION

RECOGNIZING THE VALUE GAP

“Innovation is about looking foropportunities for increasing value for cust omers acr oss the board, not just in product s and s ervices. ”

BRAND PERCEPTION

“Not what you say it is,but what they say it is.”

A perso n’s gut feel ing abo ut a product , servi ce, or company

CUSTOMER EXPERIENCE

USER EXPERIENCE

creating new subscribers

taking care of their existing consumers

reducing cognitive overhead

SERVICE DESIGN

reducing fragility through optionality A poi nt of interacti oninvolving a specifichuman need in aspecific time and place

TOUCHPO I NT

the most importandesign is how it unminds of the audie

A platfor m ormedium ofinteraction withcustomers or users

Findvalu

Audienceexpectationof brand

CHANNEL

PERCEPTION

JOUR

FRAME


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Huge is a user-centric design agency

that helps traditional organizationsfind success in the digital world.

We were inspi red by how they takeadvantage of evolving technologies andchanges in user behavior to betteruncover and design for unmet needs.

AGENCY

INSP IRAT ION

We use d Hug e’s us er-c entri c de sign appro ach when crea ting

our platform in order to help customers get more value fromtheir products and services, not just by improving usability,but by helping users gain confidence in their own potential.

“We cre a te e xpe gr ow bu si ne ss es


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P H A S E I I :

de f in e

“ T o o u t c o mp e t e i n t h i s w o r l d , o n e h a s t o c o m e u p w i t h a

i n v a l u e t h a t m o v e s t h e m a r k e t a n d p r o v i d e s a n a d v a n t a g

e n o u g h t o p a y f o r t h e c h a n g e s i n v o l v ed i n c r e a t i n g a n d d

- P a t r i c k N e w b e r y


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Portable Digital Platform

Experience and Interaction Driven

Reoccurring Use

P R O J E C T C O N S T R A I N T S


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C L I E N T S E L E C T I O N

To address their flagging sales andlack of mobile platform, weconsidered designing a digitalmarketplace to connect andengage Nintendo fans and createmore cohesive brand community.

To address the lack of communicationbetween customers and the deliveryservice, we considered designing adigital platform with a personalizedpackage tracking system and accountservice that can be remotely accessed.

Inspired by their vast mediacatalogue, we envisioned aninteractive storytelling applicationthat would utilize multiplemediums to engage users in aninteractive digital journey.

r e j e c t e d r e j e c t e d r e j e c t e d

empathy

observation

research

constraints

frictions

value

com

br and


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how the brand i sperceived today?

P R O F E S S I O N A L

I C O N I C

H A N D C R A F T E D

L O N G - L A S T I N G

T H E C L I E N T

Leica camera’s are designed tohelp photographers perfect theircraft by having them slow down

and focus on the essentials first.

B R A ND V A L U ES

“Focusing on your MIND before yshooting.” Top-quality cameras witcontrols help users transform their

vision into personal creative fulfilm

B R A ND P R O M I S E

Ab ou t Le ic a


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“e M s t ands f o r Me s s su c he r , t he Ge rman t e rm f o r a c ombi ned r angefinde r and v i ew finde r , ac onc ept t ha t enab le s an i nc omparab le k i nd o f pho t o g r aphi c e xpe r i enc e .

E s s en t i a l l y , t he r angefinde r s y s t em enab le s pho t o g r aphe r s t o c aptur e au thent i c , na tura l i mage s ,t aken f r om r ea l l i f e i n a w ay t ha t o t he r t y pe s o f c amera s c anno t emula t e .

e pho t o g r aphe r b e c ome s par t o f t he a c t i on , w i t h a he i gh t ened ab i l i t y t o f r ame w hat e v e r appear si n t he v i ew finde r – a s c ene , a mood , o r a moment . ”

C L I E N T F O C U S

e M s y s t e m

- L e i c a M Syst em


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“Bas ed on the premi s e o f de l iv e r ing what i s e s s ent ia l f o r ph ot og ra ph y; th e re as on s fo r th e su cc es s of th e M- Sy st em ov ert h e p a s t 6 0 y e a r s l i e i n a d h e r i n g s t e a d f a s t l y t o t h i s c o n c e p t

o f u t m o s t m e c h a n i c a l a n d o p t i c a l p r e c i s i o n , c o m p a c t s i z e a n dt ime l e s s de s i gn – and re pre s ent the f o rmula f o r the f u ture . ”

- L e i c a M Sy s t e m

COMPETENC I ES

PREC I S I ON DESI GN

TH E B EST MATER I A LS

e L e i c a M Sy s t e m

COMPACT AND QU I CK TO US E

Minimal shutter delay. One of the

fastest, most responsive cameras in the

world . Com pact, unob trus ive, and q uiet .

Premium optics made of sapphire glass.

Extreme temperature and impact

resistant. Still operates at the North Pole.

A uni que r angef inde r. Bu ilt with only the

necessary features. Over 60 years of

innovation on the M System.


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C O M P A R I S O N S

COMPACT SIZE

EXTR EME RESILIENCE

RANGEFINDER

AUTOMATIC CONTROLS

ADVANCED CCD SENSORS

IPHONE 6SNIKON D810CANON 5D MARK I I ILEICA M (TYPE 240)S T O R E S C A R C I T Y

D I F F I C U L T DE S I G N

H I G H C O S T

Due to its priceprospective custMs. It has beenas a status symb

e M System has a reputation for beinghard to learn due to its manual controlsand stripped - down analogue features.

Leica only has a few physical stores world wide, this makes it i mposs iblefor many potential users to try aproduct before buying.

T H E B U S I N E S S P R O B L E M S

L a ck o f p e r s ona l e x p e r i e n c e


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rough our research, we discovered that there is a large community ofLeica photographers and enthusiasts who are keen to share theirexperiences with the M System. One of the channels which weincorporated into our app is a paid online photography magazine called

M which is produced by Leica. We included the rich content of themagazine into our app in order to better connect our users with theLeica community and the world of professional photography.

I N S I G H T S 1

e high cognitive overheadfaced by users when they firstuse the Leica M presented anobvious friction. We felt we

could address throughhands-on, interactive features within the a ppli catio n.

I N S I G H T S 2


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“As an arti s t , the Leica M9 was ref resh ing to shoot with . Like mymedium format fi lm cameras , i t made me s low down. A unique

shooting experience that i s very d ifferent f rom that of a DSLR. Itin spires me and ultimately makes me a better photographer.”

- J a y C a s s a r i o , W e d d i n g P h o t o g r a p h e r

C O N S I D E R I N G T H E C U S T O M E R S

Why use Le i ca M?

Leica M customers range from first-time usersto hobbyist or professional photographers.Owing to their compact, unobtrusive, andresilient design, the M System cameras havebeen particularly popular with street, war,and wedding photographers.

Who us e s Le i ca M?


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B R A N D P O S I T I O N I N G

CUR R E N T B R A N D P O S T I O N P R O P O S E D S H I F T FOR L E I CA M


P H O T O G R A P H E R S

Leica

A S P I R I N G


N I C H E AP P E A L MA S S AP P EAL

Leica

AS P IRING




N I C H E A P P E AL MA S S AP P EAL

Nikon

&Canon

Nikon

&Canon

DISCIPLI

OF

BRANDI

1.

DIFFERENTIA

4.

VALIDATE

5.

CULTIVATE

s ender

mes s agereceiver

be abl e t o change,but maint ain t hesame brand

B R A N D E X P E R I E N C E

“A brand is a person ’ s gut f e e ling- an approximate ye t dis t inctunders tanding - about a product ,s e rvice , or company.”

- M a r t y N e u m e i e r


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S W O T A N A L Y S I S

Respected Brand Name

Used by Industry Professionals

Expertise in Lenses

Handcrafted & Hand Assembled

ST R E N G T H S

W E A K N E SS

High retail price ($8,000 Leica M vs.$3,000 Nikon D810)

Limited Number of Models Produced

Very Few Retail Location

High Manufacturing Cost

OPPORTUN I T I E S

Growing niche marketfor analogue cameras

Abundan ce of compat ibleaccessories and lens

Unique rangefinder andmanual design

THREATS

Cheaper and simpler digital cameras

Growing global competitors:Canon, Nikon and Hasselblad

Rapid succession of product generation


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How can we conne ct p eop le with the brand and gi ve th em co nfi de nc e in bu yi ng Lei ca M?

How can we c le a rly i l lu s t ra t e t o use rs wha t s e t sthe Le ica M Sys t em apart f rom it s compe t it ors ?

R E F R A M I N G

T H E P R O B L E M

After consi deri ng som e of the c oreissues and frictions facing the LeicaM System, we asked ourselves:


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- N e w b e r r y P a t r i c k

“Peopl e wi l l u s e a product o f s e rv i ce , de s p i t e d ifficul ty ,i f t h e y p e r c e i v e i t p r o v i d e s e n o u g h v a l u e . ”

- J e r emia h Rod ge r , T ra ve l P h o to g ra ph er

“e b i gg e s t mi s t ake I made i n buy i ng a supe r e xpen s i v ec amera w as no t know i ng how t o u s e i t . ”


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A D D R E S S I N G F R I C T I O N S

By introducing the Leica M interfacethrough hands on interactions, ourapplication aims to eliminate this barrierfor first time users and relieve buyer’sremorse. Utilizing this application mayhelp users better understand the feel of aLeica camera and increase their

confidence in their ability to use one.


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A mob ile and t ablet appl icati on t hat c onne cts p oten tial custo mers with

Leica’s values while promoting confidence in using their products.

The appl icati on en coura ges p otent ial and e xist ing c usto mers to

immerse themselves Leica’s stories, while they explore and test drive a

varie ty o f Leica M pr oduct s.

O U R P R O P O S A L


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Recreational camera users who have

never handled a Leica before and don’t

know how to use the M system.

Customers who already use a Leica M

but want to see firsthand how

different M models or lense could

affect their photographic experience,

and ultimately their work.

T A R G E T A U D I E N C E

A S P I R I N G P H O T O G R A P H E R S

L E I C A E N T H U S I A S T SAS P IRING P H O TO GR A P H ER S L EI CA ENTHUS IAS TS :

Reaching out to these potential

customers can help grow brand

recognition and may further increase

sales of the Leica M System.

Providing continuous value to these users

through the M magazine as well as the lense

and model catalogues is integral to maintaining

returning customers and building brand loyalty.

T H E V A L U E


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L E I CA S T A KE H O L D E R S

L E I C A B O U T I Q U E S

P H O T O G R A P H E R S 3 RD P A R T Y R E T A I L E R S

C U R R E N T C O N N E C T I O N S B E T W E E N ST A K E H O L D E R S

1. Photog raphers - Leica bou t iques

Lack of personal experience due to limitedhands-on access to the camera and insufficientnumber of stores worldwide

2. Leica bou t iques - 3rd party ret ai l ers

Experience gap between customer serviceand in-store experience

3. 3rd party ret ai l ers - Photog raphers

Inconsistent in-store experience and inabilityto try out products before the purhcase

1

3

2 1

3

2

PROPOSED CONNEC

1. Photog rapher

Customize theinteractions an

2. Leica bou t iqu

Bridge the expconnection th

3. 3rd party ret a

Enhance in-stutil ize the appdirectly to the

L E I C A BOU T I Q U ES

PHO TOGRAPH ERS 3 RD PAR TY R ETA I L ER S


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Our digital application can be downloaded three

different ways: through the app store, the Leica

cameras website, or by photographing a QR

codes found in Leica’s retail stores.

AWARENESS

1. Physical advertising in Leica’s retail store

Leica M app QR code

2. Leica M app logo on Leica website

3. Leica M app in App Store

LEICA

LEICA

LEICA Support

Consider yourself a photographer?Test your abilities with the MX Leica experience app. Exmost historical camera on your phone! Experience your


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C U S T O M E R J O U R N E Y F R A M E W O R K

AT T RAC T

Hear about Leica M through:

1. Leica website

2. App store

3. In-store physical Advertising

E N GAGE

Test drive differenttypes of Leica M products.

Experience the interface hands-on.

Use the applicationand learn about Leica.

C ON S I D E R

Consider trying out a rangefinder before purchase.

ink about gaining deeperunderstanding of Leica M products.

P RE - E N GAGE M E N T E N GAGE M E N T

RE T U RN

Return to applicati

Confused about a tstep in using a Leic

F I RS T U S E

Try using the Leica M forthe first time.

P U RC HAS E

Decide which camera or lensbest fit your photography style.

P OS T - E N GAGE M


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How can we create value forthe customer?

How can we reduce the frictionof the experience?

How can we customize theexperience to match thecustomer’s needs?

How can we get the customerinterested in trying out our app?

AT T RAC T E N GAGEC ON S I D E R

B U S I N E S S J O U R N E Y F R A M E W O R K

P RE - E N GAGE M E N T E N GAGE M E N T

How can we use the daforecast customer trend

Are we p roviding the righttype of product options?

How can we provide an efficientshopping experience in store?

RE T U RNF I RS T U S EP U RC HAS E

P OS T - E N GAGE M


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d e s i g nP H A S E I I I :

“Unde re s t imat ing the impo

l e a d t o p r o b l e m s . A p p r e c i a

unde r s tanding how bus ine s s


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“ e m o s t i c o n i c i m a g e s i n h i s t o r y , e v e n t h e o n e s t h a t w e r e n ’ t t a k e nw i t h a L e i c a , w e r e t a k e n b e c a u s e o f a L e i c a . ”

Le i ca 100 Yea r s


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R e j e c t e d

E A R L Y I D E A T I O N


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A dig ital showro om whe re us ers can

explore Leica’s products

PROPOSALS

SHOWROOM

rejected because: cliche, boring, safe

A com munity -bas ed c ity i nstal latio n tha t int roduc es

passersby to Leica cameras which they can then use

and share photos from

PHYS I C AL I NSTALLAT I ON

rejected because: out of our scope, hard to control, campaign based

Rejected

F O R M I N S P I R A T I O N S

stronginterac

uses fecreate

utilizephotog

R ev ol ut io n. pn l ev er ag in g p la tf or m

photo stories content

e n g a g i n g i n t e r a c t i o n

M - M a g a z i n e

KLM

OUR IN S P IR ATIO NS O UR TAKEAWAY S


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D E S I G N I T E R A T I O N S


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F O R M D E V E L O P M E N T

In t e r f a c e D e s i g n

L E N S E SM

W i d e A n g l e

W i d e A n g l e

W i d e A n g l e

P H O TO S TO R I ESM

Pa ci f i c W on d er l a n d

I w i sh

t o see

w h er e

t h e w i n d meet s

Ci t y St or i es


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:P H A S E I V:

d e l i v e r

“ P rodu c t s evo l v e a s a r e su l t o f chang e s in c on t

and d e l i v e r y o f va lu e , and th e under l y in g e c on

wor l d in wh i ch r e l en t l e s s i nnova t i on ha s b ecom

or a pa r t o f th e cu l tu r e b u t th e unden iab l e r ea

- P a t r i c k N e w b e r y


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A S P I R I NG P H O T O G R A P H ER S

Increase the customer's confidence in their own ability

to use Leica M cameras and help eliminate buyer’sremorse by reducing the high cognitive overhead they

may encounter with the product.

L E I C A ENT H U S I A S T S

A way for e xisti ng cus tomer s to explo re t he va riet y of

M System models and lenses while furthering their

connection to the Leica brand community through

the M Magazine.

V A L U E P R O P O S I T I O N fo r th e cu st om er s

TANGIBLE

INTANGIBLE

ASPIRATIONAL

People will gainconfidence in their abilityto use Leica M products.

e application allows perspectivescustomers to understand the stories

and values behind the M system.

Our platform inspires photographers about theinvention of photography by synthesizing Leica’s

legacy and heritage with photography.


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V A L U E P R O P O S I T I O N

rough our app we are introducing the

unique interface of the Leica M System

through hands-on interactions in hopes of

reducing some of the frictions that first timecustomers encounter when using the Leica M.

fo r th e bu si ne ss

is digital

M to reach a

to users whi

the Leica M

Leica enthusiasts and aspiring

photographers will be

intrigued and engaged by the

rich interactive experience.

F E A S I B I L

By partnering with Leica, our p

a sustainable business model as

all parties by providing value for

V I A B I L I T Y

D E S I R A B I L I T Y


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I N F O R M A T I O N

A R C H I T E C T U R E

HOMEPAGE

PHOTO STORI ES L EN SES

EXPLORE YOUR M

Stories from Leica photographers

Camera Access

Rangefinder Simulation

( f eatu red s to ries )

C AMERA

P ro d uc t L is t L e ns Sp e ci fic sProduct List Expanded View Camera Specifics


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V I S U A L B R A N D I N G

e design language used throughout our platform was inspired

by Leica’s existing style which uses red, white, and black. One

of the insights we gained from researching professional

photographers who use the M series was that their cameras are

uniquely personal to them and act as a tool through which they

can express themselves and perfect their craft.

Notera ABCDEFGHIJKLMNOPQRST

UVWXYZ abcde fghij klmnop qrstuv wxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

BEBAS NEUE

#BF0100

#CFCFCF

# FFABB5

#363733


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V I S U A L B R A N D I N G

We inc luded handw ritte n str oke i cons to re pres ent t he hum an to uch of thephotographer and to symbolize the fact that Leica M cameras and lenses are

handcrafted. e overlapping of the Photo Stories pages act as a metaphor for

flipping through the pages of a magazine.

e calligraphy style of the button introduces the human element to themechanical process of the Leica M system. Representing an organic but

elegant aspect that can only be done by the precision of human hands.

e ring used to switch between different M S

model is based on the focus ring tab, unique t


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Swiping offers users the opportunity move

through the app quickly to uncover

additional information without a typical

on-screen target to focus on.

e action of swiping through stories from

the side was inspired by the act of flipping

through the pages of a magazine.

M I C R O I N T E R A C T I O N S

& META PH O R S

Swiping offers users the opportunity move

through the app quickly to uncover

additional information without a typical

on-screen target to focus on.

analogue cameras. As the users rotates this rin

side to side the image of the camera gets blurr

representing a change in focus.


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I N TERFACE


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e number of times the App is downloaded;

Increase in online and in-store traffic;

User feedback and reviews from the app store;

Parametric data on how users arrived at the app;

Increased traffic from Leica sit

MEASURAB I L I TY


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C O N C L U D I N G R E M A R K S

In developing this product our team gained a b

experience design domain at ev ery phase. rou

chose as well as our design domain, we made a

continuous iterations on our application. We m

and designed our application with intent of pro

customers and business alike.


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REFERENCES

"100 Years of Leica." Leica M Brochure 2014. Print.

A Life With Lei ca. Narr. or sten v on Over gaard. Web. 22 Mar. 2 016.

.

Berger, Warren, and Bruce Mau. Glimmer. Toronto, Ontario: Random House, 2009. Print.

Leica Cameras. N.p., n.d. Web. 29 Mar. 2016.

.

"Leica MP Captures North Pole Expedition." Red Bull Ilume. N.p., 7 May 2010. Web. 6 Apr. 2016.

Naughton, John. "Why I Love My Leica." e Guardian. N.p., 23 Aug. 2014. Web. 25 Mar. 2016.

Neumeier, Martin. e Brand Gap: How to Bridge the Distance Between Business Strategy and Design. Ber

Newberry, Patrick, and Kevin Farnham. Experience Design: A Framework for Integrating Brand, Experienc

Hoboken, New Jersey: John Wiley & Sons, n.d. Print.

Pillars of Panem. N.p., n.d. Web. 29 Mar. 2016.

Popham, Peter. "How Leica Transformed Photography Forever." Independent. N.p., 21 Mar. 2015. Web. 29

Rockwell, Ken . "Canon vs Leica vs Nikon." Ken Rockwell. N.p., Oct. 2009. Web. 6 Apr. 2016.

.

"e Problem With Leica." Street Shootr. Ed. Karl Edwards. N.p., 27 Nov. 2015. Web. 6 Mar. 2016.

.


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Leica M: Process Book

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