Leica is a renowned camera manufacturer that produces the premium-quality Leica M System.
UX/UI, Strategy, Visual Design
In four weeks, I worked with 5 multidisciplinary designers and business students on planning, thinking, building, and documenting this concept project with Leica, where I worked primarily on research, UX strategy, and interface design.
We followed the user-centric design methodology to constantly reflect on both business and user's value proposition. The diagram below illustrates our work approach - transforming insights into customer value.
Read more about our step-by-step process on Leica M process book that I created along the way.
Leica has been a standard for street photographers and photojournalists worldwide. However, perspective customers find it difficult to build personal connection with the brand due to three reasons:
Leica only has a few physical stores worldwide, this makes it impossible for many potential users to try a product before buying.
The M System has a reputation for being hard to learn due to its manual controls and stripped - down analogue features.
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.
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.
By introducing the Leica M interface through hands on interactions, the application aims to eliminate this barrier for first time users and relieve buyer’s remorse. Utilizing this application helps users better understand the feel of a Leica camera and increase their confidence in their ability to use one.
Recreational camera users who have never handled a Leica before and don’t know how to use the M system.
Customers who already use a Leica M but want to see firsthand how different M models or lenses could affect their photographic experience, and ultimately their work.
To begin addressing the friction, we organized research into a stakeholder’s map. In the diagram below, we reviewed the current relationship (left) among photographers, Leica stores, and third-party retailers, and examined how the M app could come in and make positive impacts among the three (right).
We also envisioned how the M app can help improve Leica M’s brand position in the marketplace and among its competitors.
I created the customer journey to find out about customer needs, the series of interactions that are necessary to fulfill those needs, and the resulting emotional states a customer experiences throughout the process.
If you want to know more about the thinking process behind this 4-week project, feel free to check out the Leica M process book that I created along the way. 👾