1

THE TEAM

Aaron Law

Madison Sim

Joy Kong

Tony Jing

Rex Shi

Marina Khvan

PHASE I:
discover

We are designing a mobile and tablet application that connects

potential customers with Leicas values while promoting
confidence in purchasing and using their products.

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.

the recognition that

change will be constant

3.

ENGAGEMENT EXPERIENCE

the actual value the

customer is paying for in
the first place

BRAND INTENT

who you are as a business

and what you stand for

4.

PRODUCT SERVICE SOLUTIONS

where, when, and how you

interact with customers

Keeping value for your customers and ensuring coherency across all
activities are the foundations of the approach to experience design.
- N a t h a n S h e d r o ff

ATTRACTION

E X P E R IE N C E D E S IG N

CON CLUSION
EXTEN SION

TA NG I B L E

VA L U E

EN GAGEMEN T

U S E R E X P E RI E NC E

reducing cognitive overhead

C U S T OM E R E X P E RI E NC E

taking care of their existing consumers

S E RV I C E DE S I GN

creating new subscribers

CRITERIA FOR

FEASIBILITY

SUCCESSFUL IDEAS

DESIRABILITY

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 persons gut feeling about a

product, service, or company

BRAND PERCEPTION

Not what you say it is,

but what they say it is.

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TOUCHPOINT
RECOGNIZING
THE VALUE GAP

STAYING TRUE TO
THE BRAND ETHOS

RETHINKING
INNOVATION

Innovation is about looking for

opportunities for increasing value
for customers across the board, not
just in products and services.

reducing fragility through optionality

A point of interaction
involving a specific
human need in a
specific time and place

Find information
valuable to users
A platform or
medium of
interaction with
customers or users

Audience
expectation
of brand
the most important aspect of any
design is how it understood in the
minds of the audience

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AGENCY
I N S P I R AT I O N
Huge is a user-centric design agency
that helps traditional organizations
find success in the digital world.
We were inspired by how they take
advantage of evolving technologies and
changes in user behavior to better
uncover and design for unmet needs.

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We used Huges user-centric design approach when creating

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

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 ,
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 es l i v e s b e t t e r.

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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

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PROJECT CONSTRAINTS
Portable Digital Platform
Experience and Interaction Driven
Reoccurring Use

C L I E N T C O N S I D E R AT I O N S
Before considering what kind of business we
were going to design for, we had to first consider
what kind of business problems could be
addressed through digital experience design.
We asked ourselves:

Wh e re c a n we m a k e a d i ff e re n c e ?
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CLIENT SELECTION

frictions

observation

opportunities

research

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Inspired by their vast media

catalogue, we envisioned an
interactive storytelling application
that would utilize multiple
mediums to engage users in an
interactive digital journey.

To address their flagging sales and

lack of mobile platform, we
considered designing a digital
marketplace to connect and
engage Nintendo fans and create
more cohesive brand community.

To address the lack of communication

between customers and the delivery
service, we considered designing a
digital platform with a personalized
package tracking system and account
service that can be remotely accessed.

rejected

rejected

rejected

insights

value
swot

empathy
constraints

br an d
competencies

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

PROFESSIONAL
ICONIC
HANDCRAFTED
LONG-LASTING

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About Leica

B R A N D VA L U E S

BRAND PROMISE

Leica cameras are designed to

help photographers perfect their
craft by having them slow down
and focus on the essentials first.

Focusing on your MIND before your

shooting. Top-quality cameras with unique
controls help users transform their unique
vision into personal creative fulfilment.

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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

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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

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
the past 60 years lie in adhering steadfastly to this concept
of utmost mechanical and optical precision, compact size and
timeless design and represent the formula for the future.
- Leica M System

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PRECISION DESIGN

C O M PA C T A N D Q U I C K T O U S E

A unique rangefinder. Built with only the

necessary features. Over 60 years of
innovation on the M System.

Minimal shutter delay. One of the

fastest, most responsive cameras in the
world. Compact, unobtrusive, and quiet.

T H E B E S T M AT E R I A L S

Premium optics made of sapphire glass.

Extreme temperature and impact
resistant. Still operates at the North Pole.

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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 )

C OM PAC T S I Z E

E X T RE M E RE S I L I E NC E

CA N O N 5 D M A R K I I I

N IK ON D 810

IP HON E 6S

STORE SCARCITY

HIGH COST

Leica only has a few physical stores

worldwide, this makes it impossible
for many potential users to try a
product before buying.

Due to its price tag of $8,000 many

prospective customers cannot afford Leica
Ms. It has been criticized by those who see it
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

ADVANC E D C C D S E NS ORS

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The M System has a reputation for being

hard to learn due to its manual controls
and stripped - down analogue features.

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INSIGHTS 1

INSIGHTS 2

Through our research, we discovered that there is a large community of

Leica photographers and enthusiasts who are keen to share their
experiences with the M System. One of the channels which we
incorporated into our app is a paid online photography magazine called
M which is produced by Leica. We included the rich content of the
magazine into our app in order to better connect our users with the
Leica community and the world of professional photography.

The high cognitive overhead

faced by users when they first
use the Leica M presented an
obvious friction. We felt we
could address through
hands-on, interactive features
within the application.

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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
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
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
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.
- 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

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Leica M customers range from first-time users

to hobbyist or professional photographers.
Owing to their compact, unobtrusive, and
resilient design, the M System cameras have
been particularly popular with street, war,
and wedding photographers.

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BRAND POSITIONING

BRAND EXPERIENCE

ASPIRING

ASPIRING

PHOTOGRAPHERS

PHOTOGRAPHERS

A b ra n d i s a p e r s o ns g u t f e e l i n g
- an approximate yet distinct
understanding - about a product,
s e r v i c e , o r c o m p a n y.
- Mar ty Neumeier

NICHE APPEAL

MASS APPEAL

Nikon
&Canon

NICHE APPEAL

1.
D I F F E R E N T I AT E

w i t h t r i b a l i d e n t i fi c a t i o n
Fo c u s :
who are you?
what you do?
why does it matter?

MASS APPEAL

Leica

Nikon
&Canon

Leica

be able to change,
but maintain the
same brand

D IS C IP LIN E S
OF
BRAN D IN G

5.
C ULT I VAT E

2.
C O L L A B O R AT E

to bridge the brand gap

outsourcng& stewardship

sender

PROFESSIONAL

PROFESSIONAL

PHOTOGRAPHERS

PHOTOGRAPHERS

CURRENT BRAND POSTION

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receiver

message

4.
VA L I D AT E

3.
I N N O VAT E

through strateg y & execution

PROPOSED SHIFT FOR LEICA M

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S W O T A N A LY S I S
OPPORTUNITIES

Growing niche market

for analogue cameras

STRENGTHS
Respected Brand Name
Used by Industry Professionals
Expertise in Lenses
Handcrafted & Hand Assembled

WEAKNESS
High retail price ($8,000 Leica M vs.
$3,000 Nikon D810)
Limited Number of Models Produced

Abundance of compatible
accessories and lens
Unique rangefinder and
manual design

T H R E AT S
Cheaper and simpler digital cameras
Growing global competitors:
Canon, Nikon and Hasselblad
Rapid succession of product generation

Very Few Retail Location

High Manufacturing Cost

How can we create the value?

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REFRAMING
THE PROBLEM

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
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 ?

After considering some of the core

issues and frictions facing the Leica
M System, we asked ourselves:

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
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 ?

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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,
if they perceive it provides enough value.
- Ne w b e r r y Pa t r i c k

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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
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 .
- 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

Although the steep learning curve that users must

overcome when learning the Leica M System can
act as an intimidating barrier for prospective users;
those who succeed can find that they benefit from
this experience by becoming better photographers.

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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 buyers
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.

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OUR PROPOSAL
A mobile and tablet application that connects potential customers with
Leicas values while promoting confidence in using their products.
The application encourages potential and existing customers to
immerse themselves Leicas stories, while they explore and test drive a
variety of Leica M products.

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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 dont
know how to use the M system.
LEICA ENTHUSIASTS

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.

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T H E VA L U E
ASPIRING PHOTOGRAPHERS

LEICA ENTHUSIASTS:

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.

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

LEICA BOUTIQUES

1 . Ph o t o g ra p h e rs - L e i c a b o u t i qu e s
La ck of persona l ex perience due t o lim it ed
ha nds- on a ccess t o t he ca mera a nd insuffi cient
number of st ores worldwide

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

LEICA BOUTIQUES

1 . Ph ot ogr a p h e r s - L e i c a b ou t i q u e s
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
in ter a c tio n s a n d simpl ify th e pre-pu rc h a se pro c ess

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 om er ser v ice

a nd in- st ore ex perience

PHOTOGRAPHERS

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3 RD

P A R T Y R E TA I L E R S

3 . 3 rd p a r t y re t a i le rs - Ph o t o g ra p h e rs
Inconsist ent in- st ore ex perience a nd ina bilit y
t o t r y out product s before t he purhca se

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
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
PHOTOGRAPHERS

3 RD

P A R T Y R E TA I L E R S

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
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
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

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1. Physical advertising in Leicas 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 Leicas retail stores.

3. Leica M app in App Store

Leica M app QR code
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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

understanding of Leica M products.

Use the application

and learn about Leica.

Decide which camera or lens

best fit your photography style.

Try using the Leica M for

the first time.

Confused about a technical

step in using a Leica.

Consider trying out a

rangefinder before purchase.

Experience the interface hands-on.

Share work with

other photographers
through social media
and word of mouth.

1. Leica website
2. App store
3. In-store physical Advertising

Return to application to learn more.

Test drive different

types of Leica M products.

CUSTOMER JOURNEY FRAMEWORK

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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

the customer?

How can we get the customer

interested in trying out our app?

How can we customize the

experience to match the
customers needs?

How can we provide an efficient

shopping experience in store?

Are we providing the right

type of product options?

How can we use the data to

forecast customer trends?

Will this ease the friction

of accurately shopping for
their friends & family?

How can we reduce the friction

of the experience?

BUSINESS JOURNEY FRAMEWORK

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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.

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 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

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

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PROPOSALS

F O R M I N S P I R AT I O N S

Rejected

SHOWROOM

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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

M-Magazine

photo stories content

utilizes striking images to promtoe the art of

photography and tell the story behind each photo

P H Y S I C A L I N S TA L L AT I O N

A digital showroom where users can

explore Leicas products

A community-based city installation that introduces

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

61

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

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Wide Angle

PHOTO STORIES

CAMERA

LENSES

TRY YOUR M

PHOTO STORIES

CAMERA

LENSES

TRY YOUR M

Pacific Wonderland

FORM DEVELOPMENT
Interface Design
Wide Angle

I wish
to see
where
the wind meets

Point reyes
City Stories

Wide Angle

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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

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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
connection to the Leica brand community through
the M Magazine.

I N TA N G I B L E

The application allows perspectives

customers to understand the stories
and values behind the M system.

ASPIRING PHOTOGRAPHERS

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

Increase the customer's confidence in their own ability

to use Leica M cameras and help eliminate buyers
remorse by reducing the high cognitive overhead they
may encounter with the product.

A S P I R AT I O N A L

Our platform inspires photographers about the

invention of photography by synthesizing Leicas
legacy and heritage with photography.

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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

unique interface of the Leica M System
through hands-on interactions in hopes of
reducing some of the frictions that first time
customers encounter when using the Leica M.

Leica enthusiasts and aspiring

photographers will be
intrigued and engaged by the
rich interactive experience.
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.

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H O M EPAGE
( f e a tu re d s to r ie s )

PHOTO STO R IE S
Stories from Leica photographers

L EN S ES

CAMERA
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

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VISUAL BRANDING
The design language used throughout our platform was inspired
by Leicas 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.

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BEBAS NEUE

Helvetica Neue Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ

#BF0100

1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

# F FA B B 5

Notera

Freight Text

ABCDEFGHIJKLMNOPQRST
UVWXYZ
abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

#363733

abcdefghijklmnopqrstuvwxyz

#CFCFCF

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VISUAL BRANDING
We included handwritten stroke icons to represent the human touch of the
photographer and to symbolize the fact that Leica M cameras and lenses are
handcrafted. The overlapping of the Photo Stories pages act as a metaphor for
flipping through the pages of a magazine.

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The calligraphy style of the button introduces the human element to the
mechanical process of the Leica M system. Representing an organic but
elegant aspect that can only be done by the precision of human hands.

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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
side to side the image of the camera gets blurry,
representing a change in focus.

Swiping offers users the opportunity move

through the app quickly to uncover
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
& M E TA P H O R S

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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.
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I N T E R FA C E

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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

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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.

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REFERENCES

88

"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.
<https://vimeo.com/106179010>.

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

<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.

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