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Build a best-in-class visually engaging content experience to empower consumers to purchase HP laptops because the laptop
aligns with their lifestyle.
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Shopping for laptops can be overwhelming and confusing with all the technical jargon and options available. It's easy to feel lost and adrift in a maze of choices, especially if you're not a tech guru.

 

Our team had the pleasure of working with HP Inc., an iconic American brand that creates personal computers, printers, and more. We were tasked with improving the retailer product content visible on major retailer websites such as Best Buy, Staples, Walmart, and Office Depot. I led the project by conducting heuristic analysis and competitor research to identify the existing problem. The current content for purchasing HP laptops on retailer websites was unappealing and failed to resonate with potential buyers. The messaging was unclear and appeared commanding.

 

I also redesigned and simplified the retailer pages to communicate the value of the laptop without relying on competitive differences. Our engaging narrative focuses on how this laptop fits into the lifestyle of anyone with a dream to pursue.

 

The result was a huge success! HP was pleased with our work, and the content has been actively used and available online at major retailers such as Best Buy, Staples, Walmart, and Office Depot for over 2 years. HP has also incorporated this content into over 300 SKUs across the wider CNET 1WorldSync Content Solutions.

Contribution

Concept ideation, aligning key stakeholders’
product goals, visual design, prototyping

Platform
Web

Team
Team of 4

Value proposition
For every dream in the making
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Before: The message lacked excitement and the image was uninteresting. The model number was unnecessary.
After: The updated message taps into the aspirational nature of laptop users; it emphasizes that this is a studio-grade laptop that helps them achieve their goals and make their dreams a reality by showcasing a contemporary dancer emerging from the laptop. The lively energy and the vibrant colors from the glow evoke a sense of liveliness and enthusiasm. The laptop is positioned as a tool for content creation, audition preparation, and personal branding, highlighting its versatility and value.
Before: The term "pixel-switching" for OLED displays isn't well-known or understood, the advertising photo is deceptive, with one side looking muted and the other oversaturated. It's a marketing tactic to make the OLED side look better, but it looks artificial.
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After: The updated message expresses that the essence of OLED displays matters for this laptop’s clarity, colorfulness, and depth. Using a realistic situation in this photo makes comparing the muted LED display to the photo-realistic and visually appealing OLED imagery easy. Lastly, the caption focuses on relevant features of the display in consumer-friendly language.

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