Product Design
Sony Lens Totem
Summary
Behind the Project
Sony Digital Imaging, in collaboration with Best Buy, aims to enhance customer engagement and education regarding its cameras, lenses, and accessories through an interactive touchscreen kiosk installed in Best Buy stores. This initiative is driven primarily by Sony to improve product awareness, customer experience, and ultimately, sales of their photography products.
As an experience designer for this project, my responsibilities include working closely with stakeholders to synthesize user requirements, prioritizing tasks, and leading visual language for the program.
My Role
UX/UI Visual Designer
Tools Used
Figma, After Effects,
Photoshop
My Contributions
UX Design
Prototyping
Video Editing
The Team
Cindy Wong, Product Designer
Pauline, VP of Product
Pavol, Software Developer
Tim, Technical Product Manager
Challenge
34% of buyers are photography novices, yet the display offered little guidance
Lack of Context: No clear product categorization made it difficult for shoppers to know where to start.
Unclear Messaging: No clear product categorization made it difficult for shoppers to know where to start.
Missed Opportunity for Engagement: No clear product categorization made it difficult for shoppers to know where to start.
Inspire, inform, and empower
Through survey insights, we identified the need to simplify decision-making with informative and inspirational content. We integrated a 27" interactive touchscreen into the Sony Lens Totem, reducing shelving space by half to make room for this enhanced experience—helping shoppers confidently find the right gear.
Attract Screen
Critical in getting users to interact – shoppers are interested in interacting to find out more about the gear used to take the photographs and learn more about the gear in-store.
Inspiration Gallery
Whether a seasoned professional or new to cameras, the inspiration gallery allows for consumers to view images that they like and learn more about the gear behind the shot.
Lens Simulator
The lens simulator will not only serve as a valuable educational tool for photography enthusiasts but also as a powerful platform for driving product discovery.
Product Details Page
This page dynamically integrates real-time content from Best Buy through their RSS feed, ensuring accurate and up-to-date product information.
Impact
Innovating retail experiences to maximize sales impact.
Stores saw a 10% increase in sales
Compared to a 1% increase in sales without the device. We continue to work with Sony to add more features and expand the experience.
Recipient of the 2024 ICX Elevate Award
Judges praised the experience as “customer-centric, informative, and engaging,” highlighting its “effective use of digital displays for seamless access to extensive information.”