4 5

We are designing a mobile and tablet application that connects

potential customers with Leica’s values while promoting
PHASE I
discover

6 7
 DOMAIN
digital experience design

We chose to work within the domain of digital experience design because

experience, intuition, and an affinity for the product of the industry can all
help in understanding a brand better.

PRINCIPLES OF
EXPERIENCE DESIGN

1. TIME 2. BRAND INTENT

the recognition that who you are as a business

change will be constant and what you stand for

3. ENGAGEMENT EXPERIENCE 4. PRODUCT SERVICE SOLUTIONS

the actual value the where, when, and how you “Keeping value for your customers and ensuring coherency across all
customer is paying for in interact with customers activities are the foundations of the approach to experience design.”
the first place
- N a t h a n S h e d r o ff

8 9
 3 CRITERIA FOR
ATTRACTION FEASIBILITY
U S E R E X P E RI E NC E reducing cognitive overhead SUCCESSFUL IDEAS

E X P E R IE N C E D E S IG N EN GAGEMEN T
C U S T OM E R E X P E RI E NC E taking care of their existing consumers
CON CLUSION

EXTEN SION S E RV I C E DE S I GN creating new subscribers DESIRABILITY

TA NG I B L E

VA L U E I NTA NG I B L E

A SPI R AT I O N
S TAY H O L I S T I C VIABILITY

JOURNEY
FRAMEWORK
BRAND
CHANNEL

PERCEPTION

A person’s gut feeling about a TOUCHPOINT

product, service, or company reducing fragility through optionality A point of interaction Find information
RECOGNIZING STAYING TRUE TO RETHINKING involving a specific valuable to users
THE VALUE GAP THE BRAND ETHOS INNOVATION human need in a
A platform or
specific time and place
medium of Audience
“Innovation is about looking for
interaction with expectation
BRAND PERCEPTION opportunities for increasing value
customers or users of brand
“Not what you say it is, for customers across the board, not
but what they say it is.” just in products and services.” the most important aspect of any
design is how it understood in the
minds of the audience

10 11
 Huge is a user-centric design agency
that helps traditional organizations
find success in the digital world.
AGENCY
I N S P I R AT I O N

We used Huge’s user-centric design approach when creating

our platform in order to help customers get more value from
HUGE
“ We c r e a t e e x p e r i e n c e s t h a t t ra n s f o r m b r a n d s ,
their products and services, not just by improving usability, g r o w b u s i n e s s e s a n d m a k e p e o p l e’s l i v e s b e t t e r. ”
We were inspired by how they take but by helping users gain confidence in their own potential.
advantage of evolving technologies and
changes in user behavior to better
uncover and design for unmet needs.

12 13
 PHASE II:
def ine

“ To o u t c o m p 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 d i ff e r e n t i a t i o n
in value that moves the market and provides an advantage for long
enough to pay for the changes involved in creating and delivering it.”
- Pa t r i c k Ne w b e r y

14 15
 C L I E N T C O N S I D E R AT I O N S
PROJECT CONSTRAINTS
Before considering what kind of business we
Portable Digital Platform were going to design for, we had to first consider
what kind of business problems could be
Experience and Interaction Driven addressed through digital experience design.
Reoccurring Use We asked ourselves:

“ Wh e re c a n we m a k e a d i ff e re n c e ?”

16 17
 CLIENT SELECTION

observation frictions

opportunities
research

Inspired by their vast media To address their flagging sales and To address the lack of communication insights value
catalogue, we envisioned an lack of mobile platform, we between customers and the delivery
interactive storytelling application considered designing a digital service, we considered designing a swot
that would utilize multiple marketplace to connect and digital platform with a personalized
empathy
mediums to engage users in an engage Nintendo fans and create package tracking system and account
interactive digital journey. more cohesive brand community. service that can be remotely accessed. constraints
br an d

rejected rejected rejected competencies

18 19
 THE CLIENT
h ow t h e b r a n d i s About Leica
perceived today?

PROFESSIONAL B R A N D VA L U E S BRAND PROMISE

ICONIC Leica camera’s are designed to “Focusing on your MIND before your
help photographers perfect their shooting.” Top-quality cameras with unique
HANDCRAFTED craft by having them slow down controls help users transform their unique
and focus on the essentials first. vision into personal creative fulfilment.
LONG-LASTING

20 21
 CLIENT FOCUS
Th e M s y s t e m

“ Th e M s t a n d s f o r M e s s s u c h e r, t h e G e r m a n t e r m f o r a c o m b i n e d ra n g e fi n d e r a n d v i e w fi n d e r, a
c o n c e p t t h a t e n a b l e s a n i n c o m p a ra b l e k i n d o f p h o t o g r a p h i c e x p e r i e n c e .

E s s e n t i a l l y, t h e ra n g e fi n d e r s y s t e m e n a b l e s p h o t o g ra p h e r s t o c a p t u r e a u t h e n t i c , n a t u ra l i m a g e s ,
taken from real life in a way that other types of cameras cannot emulate.

Th e p h o t o g ra p h e r b e c o m e s p a r t o f t h e a c t i o n , w i t h a h e i g h t e n e d a b i l i t y t o f r a m e w h a t e v e r a p p e a r s
i n t h e v i e w fi n d e r – a s c e n e , a m o o d , o r a m o m e n t . ”

- Leica M System

22 23
 COMPETENCIES
Th e L e i c a M S y s t e m

“Based on the premise of delivering what is essential for PRECISION DESIGN C O M PA C T A N D Q U I C K T O U S E

p h o t o g ra p h y ; t h e r e a s o n s f o r t h e s u c c e s s o f t h e M - S y s t e m o v e r A unique rangefinder. Built with only the Minimal shutter delay. One of the
the past 60 years lie in adhering steadfastly to this concept necessary features. Over 60 years of fastest, most responsive cameras in the
of utmost mechanical and optical precision, compact size and innovation on the M System. world. Compact, unobtrusive, and quiet.

timeless design – and represent the formula for the future.”

T H E B E S T M AT E R I A L S
- Leica M System
Premium optics made of sapphire glass.
Extreme temperature and impact
resistant. Still operates at the North Pole.

24 25
 C O M PA R I S O N S THE BUSINESS PROBLEMS
Lack of personal experience

L E I CA M ( T Y PE 2 4 0 ) CANON 5D MARK III N IK ON D 810 IP HON E 6S

STORE SCARCITY HIGH COST

Leica only has a few physical stores Due to its price tag of $8,000 many
C OM PAC T S I Z E
worldwide, this makes it impossible prospective customers cannot afford Leica
for many potential users to try a Ms. It has been criticized by those who see it
E X T RE M E RE S I L I E NC E product before buying. as a status symbol or fashion statement.

RANGE F I NDE R

D I F F I C U LT D E S I G N
AUT OM AT I C C ONT ROL S
The M System has a reputation for being
hard to learn due to its manual controls
ADVANC E D C C D S E NS ORS
and stripped - down analogue features.

26 27
 INSIGHTS 1 INSIGHTS 2

Through our research, we discovered that there is a large community of The high cognitive overhead
Leica photographers and enthusiasts who are keen to share their faced by users when they first
experiences with the M System. One of the channels which we use the Leica M presented an
incorporated into our app is a paid online photography magazine called obvious friction. We felt we
M which is produced by Leica. We included the rich content of the could address through
magazine into our app in order to better connect our users with the hands-on, interactive features
Leica community and the world of professional photography. within the application.

28 29
 CONSIDERING THE CUSTOMERS Who uses Leica M?
Why use Leica M?

“A s a n a r t i s t , t h e L e i c a M 9 w a s re f re s h i n g t o s h o o t w i t h . Li k e m y Leica M customers range from first-time users

to hobbyist or professional photographers.
m e d i u m f o r m a t fi l m c a m e ra s , i t m a d e m e s l ow d ow n . A u n i q u e Owing to their compact, unobtrusive, and
s h o o t i n g e x p e r i e n c e t h a t i s v e r y d i ff e re n t f r o m t h a t o f a D S L R . It resilient design, the M System cameras have
i n s p i re s m e a n d u l t i m a t e l y m a k e s m e a b e t t e r p h o t o g ra p h e r.” been particularly popular with street, war,
and wedding photographers.
- J a y C a s s a r i o , We d d i n g P h o t o g r a p h e r

30 31
 BRAND POSITIONING BRAND EXPERIENCE

“A b ra n d i s a p e r s o n’s g u t f e e l i n g
ASPIRING ASPIRING - an approximate yet distinct
PHOTOGRAPHERS PHOTOGRAPHERS understanding - about a product,
s e r v i c e , o r c o m p a n y.”
- Mar ty Neumeier 1. w i t h t r i b a l i d e n t i fi c a t i o n
D I F F E R E N T I AT E
Fo c u s :
who are you?
what you do?
why does it matter?

NICHE APPEAL MASS APPEAL NICHE APPEAL MASS APPEAL

Leica
Nikon Nikon 5. D IS C IP LIN E S 2.
C O L L A B O R AT E
OF
&Canon &Canon be able to change, C ULT I VAT E to bridge the brand gap
but maintain the outsourcng& stewardship
Leica same brand BRAN D IN G

sender

PROFESSIONAL PROFESSIONAL
PHOTOGRAPHERS PHOTOGRAPHERS
receiver message 4. 3. through strateg y & execution
VA L I D AT E I N N O VAT E

CURRENT BRAND POSTION PROPOSED SHIFT FOR LEICA M

32 33
 S W O T A N A LY S I S

OPPORTUNITIES

Growing niche market

STRENGTHS for analogue cameras T H R E AT S

Cheaper and simpler digital cameras

Respected Brand Name Abundance of compatible
WEAKNESS accessories and lens
Used by Industry Professionals Growing global competitors:
Unique rangefinder and Canon, Nikon and Hasselblad
Expertise in Lenses High retail price ($8,000 Leica M vs.
$3,000 Nikon D810) manual design
Rapid succession of product generation
Handcrafted & Hand Assembled
Limited Number of Models Produced

Very Few Retail Location

High Manufacturing Cost

How can we create the value?

34 35
 How c a n we c o n n e c t p e o p l e w i t h t h e b ra n d a n d
REFRAMING
g i v e t h e m c o n fi d e n c e i n b u y i n g L e i c a M ?
THE PROBLEM
After considering some of the core How c a n we c l e a rl y i l l u s t ra t e t o u s e r s w h a t s e t s
issues and frictions facing the Leica t h e L e i c a M Sy s t e m a p a r t f r o m i t s c o m p e t i t o r s ?
M System, we asked ourselves:

36 37
 FINDING THE FRICTIONS
W h a t a re c u s t o m e r f r i c t i o n s ?

“ Pe o p l e w i l l u s e a p r o d u c t o f s e r v i c e , d e s p i t e d i ffi c u l t y, Although the steep learning curve that users must

“ Th e b i g g e s t m i s t a k e I m a d e i n b u y i n g a s u p e r e x p e n s i v e
if they perceive it provides enough value.” overcome when learning the Leica M System can
c a m e ra w a s n o t k n o w i n g h o w t o u s e i t . ” act as an intimidating barrier for prospective users;
- Ne w b e r r y Pa t r i c k - Je r e m i a h R o d g e r, Tr a v e l P h o t o g ra p h e r those who succeed can find that they benefit from
this experience by becoming better photographers.

38 39
 ADDRESSING FRICTIONS

By introducing the Leica M interface

through hands on interactions, our
application aims to eliminate this barrier
for first time users and relieve buyer’s
remorse. Utilizing this application may
help users better understand the feel of a
Leica camera and increase their
confidence in their ability to use one.

40 41
 OUR PROPOSAL

A mobile and tablet application that connects potential customers with

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

The application encourages potential and existing customers to

immerse themselves Leica’s stories, while they explore and test drive a
variety of Leica M products.

42 43
 TA R G E T A U D I E N C E

ASPIRING PHOTOGRAPHERS

Recreational camera users who have

never handled a Leica before and don’t T H E VA L U E
know how to use the M system.

ASPIRING PHOTOGRAPHERS LEICA ENTHUSIASTS:

LEICA ENTHUSIASTS
Customers who already use a Leica M
but want to see firsthand how Reaching out to these potential Providing continuous value to these users
different M models or lense could customers can help grow brand through the M magazine as well as the lense
affect their photographic experience, recognition and may further increase and model catalogues is integral to maintaining
and ultimately their work. sales of the Leica M System. returning customers and building brand loyalty.

44 45
 L E I C A S TA K E H O L D E R S

LEICA BOUTIQUES 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 S TA K E H O L D E R S LEICA BOUTIQUES P R O P O S E D C O N N E C T I O N S B E T W E E N S TA K E H O L D E R S

1 . Ph o t o g ra p h e rs - L e i c a b o u t i qu e s 1 . Ph ot ogr a p h e r s - L e i c a b ou t i q u e s
La ck of persona l ex perience due t o lim it ed Cu sto mize th e in -sto re exper ien c e w ith d ig ita l h a n d s-o n
ha nds- on a ccess t o t he ca mera a nd insuffi cient in ter a c tio n s a n d simpl ify th e pre-pu rc h a se pro c ess
1 2 number of st ores worldwide 1 2

2 . L e i c a b o u t i qu e s - 3 rd p a r t y re t a i le rs 2 . L e i c a b ou t i q u e s - 3 rd p a r t y re t a i l e r s
Ex perience ga p bet ween cust omer ser v ice Br id g e th e exper ien c e g a p by en c o u r a g in g b r a n d
a nd in- st ore ex perience c o n n ec tio n th ro u g h d ig ita l sto r ytel l in g pro c es

3 . 3 rd p a r t y re t a i le rs - Ph o t o g ra p h e rs 3 . 3 rd p a r t y re t a i l e r s - Ph ot ogr a p h e r s
PHOTOGRAPHERS
3 3 RD P A R T Y R E TA I L E R S PHOTOGRAPHERS
3 3 RD P A R T Y R E TA I L E R S
Inconsist ent in- st ore ex perience a nd ina bilit y En h a n c e in -sto re exper ien c e by en c o u r a g in g reta il er s to
t o t r y out product s before t he purhca se u til ize th e a pp in o rd er to sh owc a se Leic a M pro d u c ts
d irec tl y to th eir c u sto mer s

46 47
 1. Physical advertising in Leica’s retail store 2. Leica M app logo on Leica website

LEICA
LEICA

Consider yourself a photographer?

Test your abilities with the MX Leica experience app. Experience one of the
most historical camera on your phone! Experience your M!

LEICA Support

AWARENESS
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.

3. Leica M app in App Store

Leica M app QR code

48 49
 PRE-ENGAGEMENT ENGAGEMENT P O S T- E N G A G E M E N T

AT T R A C T CONSIDER ENGAGE PURCHASE FIRST USE RETURN A D V O C AT E

Hear about Leica M through: Think about gaining deeper Use the application Decide which camera or lens Try using the Leica M for Confused about a technical Share work with
understanding of Leica M products. and learn about Leica. best fit your photography style. the first time. step in using a Leica. other photographers
1. Leica website through social media
Consider trying out a Experience the interface hands-on. Return to application to learn more. and word of mouth.
2. App store rangefinder before purchase.
3. In-store physical Advertising Test drive different
types of Leica M products.

CUSTOMER JOURNEY FRAMEWORK

50 51
 PRE-ENGAGEMENT ENGAGEMENT P O S T- E N G A G E M E N T

AT T R A C T CONSIDER ENGAGE PURCHASE FIRST USE RETURN A D V O C AT E

How can we create value for How can we get the customer How can we customize the How can we provide an efficient Are we providing the right How can we use the data to Will this ease the friction
the customer? interested in trying out our app? experience to match the shopping experience in store? type of product options? forecast customer trends? of accurately shopping for
customer’s needs? their friends & family?
How can we reduce the friction
of the experience?

BUSINESS JOURNEY FRAMEWORK

52 53
 PHASE III:
design

“Underestimating the impor tance of design as a process can

lead to problems. Appreciating this duality is critical to
understanding how business can get the most out of design.”

54 55
 “ Th 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 n
with a Leica, were taken because of a Leica.”

L e i c a 1 0 0 Ye a r s

56 57
 E A R LY I D E AT I O N
Rejected

58 59
 PROPOSALS F O R M I N S P I R AT I O N S
Rejected

O U R I N S P I R AT I O N S O U R TA K E A W AY S

KLM engaging interaction strong use of photographs and compelling user

interactions

Revolution.pn leveraging platform uses features unique to smartphones and tablets to

create a more hands-on digital experience

SHOWROOM P H Y S I C A L I N S TA L L AT I O N
M-Magazine photo stories content utilizes striking images to promtoe the art of
A digital showroom where users can A community-based city installation that introduces photography and tell the story behind each photo
explore Leica’s products passersby to Leica cameras which they can then use
and share photos from

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

60 61
 D E S I G N I T E R AT I O N S

62 63
 Wide Angle

M PHOTO STORIES CAMERA LENSES TRY YOUR M

M PHOTO STORIES CAMERA LENSES TRY YOUR M

Pacific Wonderland

FORM DEVELOPMENT
Interface Design I wish Point reyes
Wide Angle to see City Stories
where
the wind meets

Wide Angle

64 65
 P H A S: E I V :
deliver
“Products evolve as a result of changes in context of use, technolog y for production
a n d d e l i v e r y o f v a l u e , a n d t h e u n d e r l y i n g e c o n o m i c s o f i n d u s t r i e s . Th e r e s u l t i s a
world in which relentless innovation has become a reality for business-not a choice
o r a p a r t o f t h e c u l t u r e b u t t h e u n d e n i a b l e r e a l i t y. ”

- Pa t r i c k Ne w b e r y

66 67
 TA N G I B L E

People will gain

confidence in their ability
to use Leica M products.
LEICA ENTHUSIASTS
A way for existing customers to explore the variety of
M System models and lenses while furthering their I N TA N G I B L E
connection to the Leica brand community through
the M Magazine. The application allows perspectives
customers to understand the stories
and values behind the M system.
ASPIRING PHOTOGRAPHERS
Increase the customer's confidence in their own ability
VA L U E P R O P O S I T I O N to use Leica M cameras and help eliminate buyer’s
remorse by reducing the high cognitive overhead they A S P I R AT I O N A L
for the customers may encounter with the product.
Our platform inspires photographers about the
invention of photography by synthesizing Leica’s
legacy and heritage with photography.

68 69
 FEASIBILITY

This digital platform could be utilized by Leica

M to reach a wider audience and provide value
to users while promoting their product through
the Leica M magazine.

VA L U E P R O P O S I T I O N
for the business
DESIRABILITY

Through our app we are introducing the Leica enthusiasts and aspiring
unique interface of the Leica M System photographers will be
through hands-on interactions in hopes of intrigued and engaged by the
reducing some of the frictions that first time rich interactive experience.
customers encounter when using the Leica M.
VIABILITY

By partnering with Leica, our platform can become a part of

a sustainable business model as revenue can be generated for
all parties by providing value for the customer.

70 71
 HOMEPA G E
(f e a tu re d s to r ie s )

PH O TO STOR IE S CAMERA L EN S ES

Stories from Leica photographers Camera Specifics Product List Expanded View Product List Lens Specifics

EXPLORE YOUR M
Camera Access
Rangefinder Simulation

I N F O R M AT I O N
ARCHITECTURE

72 73
 VISUAL BRANDING BEBAS NEUE Helvetica Neue Condensed
#363733 ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
The design language used throughout our platform was inspired
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
by Leica’s existing style which uses red, white, and black. One #BF0100 1234567890 1234567890
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
# F FA B B 5
Notera Freight Text
can express themselves and perfect their craft. ABCDEFGHIJKLMNOPQRST ABCDEFGHIJKLMNOPQRSTUVWXYZ
#CFCFCF
UVWXYZ abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz 1234567890

74 75
 VISUAL BRANDING

We included handwritten stroke icons to represent the human touch of the The calligraphy style of the button introduces the human element to the
photographer and to symbolize the fact that Leica M cameras and lenses are mechanical process of the Leica M system. Representing an organic but
handcrafted. The overlapping of the Photo Stories pages act as a metaphor for elegant aspect that can only be done by the precision of human hands.
flipping through the pages of a magazine.

76 77
 The ring used to switch between different M System
model is based on the focus ring tab, unique to
analogue cameras. As the users rotates this ring from
Swiping offers users the opportunity move side to side the image of the camera gets blurry,
through the app quickly to uncover representing a change in focus.
additional information without a typical
on-screen target to focus on.

The action of swiping through stories from

the side was inspired by the act of flipping
through the pages of a magazine.

MICROINTERACTIONS Swiping offers users the opportunity move

& M E TA P H O R S through the app quickly to uncover
additional information without a typical
on-screen target to focus on.

78 79
 I N T E R FA C E

80 81
82 83
 MEASURABILITY

The n u m b e r of t i m e s t h e Ap p i s d own l oa d e d ;

In c re a s e i n on l i n e a n d i n - s t ore t r a ffi c ;

Us e r f e e d b a c k a n d re v i e ws f rom t h e a p p s t ore ;

Pa r a m e t r i c d a t a on h ow u s e r s a r r i ve d a t t h e a p p ;

In c re a s e d t r a ffi c f rom L e i c a s i t

84 85
 CONCLUDING REMARKS

In developing this product our team gained a better understanding of digital

experience design domain at every phase. Through research on the company we
chose as well as our design domain, we made a number of insights that inspired
continuous iterations on our application. We maintained a user-centric approach
and designed our application with intent of providing long term value to the
customers and business alike.

86 87
 REFERENCES

"100 Years of Leica." Leica M Brochure 2014. Print. Neumeier, Martin. The Brand Gap: How to Bridge the Distance Between Business Strategy and Design. Berkley, California: n.p., 2005. Print.

A Life With Leica. Narr. Thorsten von Overgaard. Web. 22 Mar. 2016. Pillars of Panem. N.p., n.d. Web. 29 Mar. 2016.
<https://vimeo.com/106179010>. <http://Revolution.pn>

Berger, Warren, and Bruce Mau. Glimmer. Toronto, Ontario: Random House, 2009. Print. Popham, Peter. "How Leica Transformed Photography Forever." Independent. N.p., 21 Mar. 2015. Web. 29 Mar. 2016.

Leica Cameras. N.p., n.d. Web. 29 Mar. 2016. Rockwell, Ken . "Canon vs Leica vs Nikon." Ken Rockwell. N.p., Oct. 2009. Web. 6 Apr. 2016.
<http://en.leica-camera.com/>. <http://kenrockwell.com/leica/m9/sharpness-28mm.htm>.
"Leica MP Captures North Pole Expedition." Red Bull Ilume. N.p., 7 May 2010. Web. 6 Apr. 2016. "The Problem With Leica." Street Shootr. Ed. Karl Edwards. N.p., 27 Nov. 2015. Web. 6 Mar. 2016.
<http://www.redbullillume.com/stories/article/leica-mp-captures-north-pole-expedition.html> <http://www.streetshootr.com/the-problem-with-leica-camera/>.

Naughton, John. "Why I Love My Leica." The Guardian. N.p., 23 Aug. 2014. Web. 25 Mar. 2016. Newberry, Patrick, and Kevin Farnham. Experience Design: A Framework for Integrating Brand, Experience, and Value.
Hoboken, New Jersey: John Wiley & Sons, n.d. Print.

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 LEICA
boo

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