Kyoyu
What
Australia’s first peer-to-peer camera sharing platform
The problem
Canon faced the challenge of maintaining relevance of traditional cameras in the rise of smartphones use. Photography enthusiasts may hesitate to invest in expensive new camera gear, when they already have a portable camera in their pocket.
What
Our goal was to generate enthusiasm and convenience in trialling (and possibly buying) camera equipment among non-professional photographers. Our research indicated that many Canon photographers possessed unused gear, presenting a significant opportunity, considering the widespread adoption of sharing economy platforms by over 50% of Australians.
Team: Senior Product designer UX and UI (Victor Beltrame), Senior Product Manager, Senior Business Analyst, Senior Tech Lead, Native Developers,
Client: Canon Australia
The process
Canon Australia worked with Leo Burnett’s business design consultancy, The Diner, to develop a disruptive business model, including concept, design and user experience. The user-centred design platform enabled updates and enhancements to be made quickly in response to user feedback.
I was part of the Kyoyu project during a critical juncture—right as the ideation phase was wrapping up and the delivery phase was getting underway. In the ideation phase, the team brainstormed and conceptualised ideas, exploring different possibilities and defining the project's goals and scope. My involvement contributed insights, helped refine ideas, and played a role in finalising the project's direction.
Our Vision
What
We wanted to create a community driven by the overwhelming need to share. Be it knowledge, experiences, local expertise, or cherished kit. This community understands and respects each other and will take steps to ensure they don’t let others down, and more importantly, lift each other up. Everyone wants to be part of something where they can truly be themselves and move ahead at their own pace.
User engagement
Two levels of trust are needed.
Most participants felt that addressing insurance and the ‘type’ of people (e.g. who care about the gear) helped them trust Kyoyu.
“Community”
Itis about the people you interact with, while the benefit isn’t about joining a community, language should be community-focused, which assures People who are listers and renters people who care about photography and the gear they have
Don’t assume why people are listing or renting gear
They don’t identify with ‘financial benefits’ as the reason why they got into photography. Even ‘creativity’ or‘ photographer’ can be distracting or isolating for some people
What
Undertaking best-in-class research helped me understand how other companies or competitors solved the same problem and influenced my process using tested outcomes and due diligence. The main purpose was to collect the best consequences within a specified category and use those ideas to inform my design. For this project I used Uber, Airbnb, and Goget as my research models.
Comparator analysis
By conducting comparative analysis, I streamlined the decision-making process, prioritising considerations, and ensuring designs were grounded in objective evaluation and informed by data-driven insights.
Low fidelity designs
Rapid sketch iterations were used for directional discussions. I took feedback from our multiple different departments, and although one department’s interests would sometimes conflict with another department’s, we were able to begin closing in on a design.
High fidelity desings
Once I had a solid design direction, I began to produce high fidelity mockups, which would then be converted into prototypes. These were then used to perform iterative rounds of user testing.
Reflections - What I Learned
The importance of iterative design
Recognised the value of iterating designs based on user feedback and evolving requirements.
Collaboration with an external agency
Navigated the challenges and benefits of collaborating with an external agency, including coordinating communication, managing expectations, and aligning workflows.
Adaptability
Developed the ability to adapt quickly to changing circumstances, requirements, and feedback in a fast-paced project environment.
Problem-solving
Honed problem-solving skills by identifying and addressing design challenges, technical constraints, and implementation issues.
Celebrating successes
Acknowledged and celebrated milestones, achievements, and successes achieved throughout the project, fostering a positive team culture and morale.