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.
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.
Inspirational content
Inspirational gallery
Behind the shot
Sony innovation
Customer tools
Interactive store-specific planograms
Product recommendation quiz
Lens simulator
Systems built behind our experience
Best Buy API & 1WorldSync integration to populate existing Sony content into our experience
Timed promo features. Optional start / end dates
Content managed via our proprietary CMS, for quick updates to pricing or content remotely
Make batch updates to product info by uploading CSV file to CMS - update sale pricing quickly
Sony on the Go (mobile version via QR code)
Key Takeaways
Education and Information Delivery
Technical Reliability and Maintenance
Integration with Sales Process
Challenges and Areas for Improvement