Ring

Smart home security: a fairly unknown category

Ring asked me to create a high level concept with an integrated UX strategy for the German dot com while using their excisting design system, as part of their strategy to gain a highter market share.

The leader in health technology

As a Lead Designer commissioned by Code d'Azur, I was responsible for the digital brand experience from concept design to execution, transforming Philips from the old fashioned brand into a health tech pioneer. 

Together with the team I translated the future vision and brand strategy into practical design principles and a concept design for the new global dot com. My role included building and guiding multiple creative teams to craft an evolved digital brand identity and customer-focused brand experience. I provided the teams with clear direction, strategy, and objectives throughout the process, resulting in a cohesive consumer focussed brand experience.

Smart home security: a fairly unknown category

Ring asked me to create a high level concept with an integrated UX strategy for the German dot com while using their excisting design system, as part of their strategy to gain a highter market share.

While the company is focussed on pushing sales, there is a lack of a user centered approach. User research shows there is a big gain to win: there is an interest in smart home security, but there is a lack of understanding how video doorbells and smart security cameras can be beneficial to potential customers in their daily life. In the smart home security category users feel overwhelmed and there is not enough incentive why they should choose for Ring. While the company expresses a lot of innovative technical terms and features, the lack of understanding remains a primary barrier.

The leader in health technology

As a Lead Designer commissioned by Code d'Azur, I was responsible for the digital brand experience from concept design to execution, transforming Philips from the old fashioned brand into a health tech pioneer. 

Together with the team I translated the future vision and brand strategy into practical design principles and a concept design for the new global dot com. My role included building and guiding multiple creative teams to craft an evolved digital brand identity and customer-focused brand experience. I provided the teams with clear direction, strategy, and objectives throughout the process, resulting in a cohesive consumer focussed brand experience.

While the company is focussed on pushing sales, there is a lack of a user centered approach. User research shows there is a big gain to win: there is an interest in smart home security, but there is a lack of understanding how video doorbells and smart security cameras can be beneficial to potential customers in their daily life. In the smart home security category users feel overwhelmed and there is not enough incentive why they should choose for Ring. While the company expresses a lot of innovative technical terms and features, the lack of understanding remains a primary barrier.

Creating more relevancy by humanising communication

Creating relevancy starts with thinking from a user perspective. We created use cases based upon the audiences and reflected these in the concept. And keeping in mind that emotion is a strong driver, we stepped away from dialing in on fear and added a layer of humor.

On a practical level, data shows that potential customers have a lot of questions about topics such as 'which camera is needed for the garden' and 'how to protect the house while on holiday'. To provide more context and solutions on these topics we created seasonal landing pages which also generate more traffic to the dot com.

Together we can make things better

Existing to improve people’s lives and caring about the world we all live in, Philips uses technology to create positive impact on the world and community. We emphasised on this brand purpose by showing initiatives and offering solutions to recycle and buy refurbished products.  

Creating more relevancy by humanising communication

Creating relevancy starts with thinking from a user perspective. We created use cases based upon the audiences and reflected these in the concept. And keeping in mind that emotion is a strong driver, we stepped away from dialing in on fear and added a layer of humor.

On a practical level, data shows that potential customers have a lot of questions about topics such as 'which camera is needed for the garden' and 'how to protect the house while on holiday'. To provide more context and solutions on these topics we created seasonal landing pages which also generate more traffic to the dot com.