Print Email Facebook Twitter Designing a retail concept to make Lomography meaningful to its potential users Title Designing a retail concept to make Lomography meaningful to its potential users Author De Jonge, S. Contributor Wijntjes, M.W.A. (mentor) Jepma, E.J. (mentor) Faculty Industrial Design Engineering Department Industrial Design Programme Master of Science Design for Interaction Date 2015-04-13 Abstract Lomography is one of the few brands left to produce and sell analogue cameras. New generations hardly ever experienced analogue cameras because their digital successors took over the market. It shows that potential customers do not understand what the brand is about and what it can mean to them. The stores do attract visitors, presumably because of the looks of the store. However, the ratio of visitors to buyers is too low according to the management. Aim The aim of this project is to close this gap between Lomography and its potential users. The customers need to be informed so that they are able to make a well-funded choice to join Lomography or not. The meaning of Lomography is not just a result from the company’s strategy makers. All users, potential users and spectators give meaning to the products as well. This peer-to-peer information can be of the same in the meaning of a product. Methods Reasoning from a context in order to design a product is described by Hekkert and van Dijk as Vision in Product design. The basic principles from the Vision in Product design method will be applied to this project: 1 A current product within its context gets deconstructed. 2 With this new gained knowledge a product gets designed with a future context as the basis. Lomography produces and sells only analogue cameras. Analogue photography is a technique, which is outrun by its digital successors. The demand for such a product and with that its reason for existence most probably can be ascribed to a cultural impact. Therefore, to research this phenomenon a cultural study is conducted. Four processes that influence the cultural impact of a product or brand are studied. First the Production; what meaning does Lomography give to itself? Next it is about the Consumption and Representation; what meaning do the users and all other people give to the brand? Fourth, through the Identity it is shown what the users look like and who they are. Together they answer to the main question: What could Lomography mean to its potential users? Results To the company itself Lomography is a new way of looking at the world. Analogue photography forces you to slow down and let go of control. This makes it more of a lifestyle besides the way of photography. Experienced users say it is their way of expressing their feelings, a form of art. Living this free life asks for a free way of photography. Letting go of control means embracing coincidences. The experienced users emphasise the fact that those uncertainties make the unexpected gems more precious. The limitations of analogue photography make you think more about taking a picture; it is quality over quantity. Lomography designs and uses special cameras that create special colours and vignettes, which cause dreamy pictures. Every camera has its own characteristics and flaws. To emphasise the old techniques the cameras link to cameras from the old days. The users say that the cameras are not only fun to use but also cool to have. Lomography leaves room for every experience level and age to join. Professionals can for instance use Lomography to search for the boundaries of photography, while others just want their pictures taken in a different fashion. The most important quality of a potential user is his or her level of knowledge on Lomography and photography. Different levels need different approaches for explaining Lomography. The customers are divided in the next five user groups: Notographer Visitors who do not take pictures at all. They need to be shown the reason for taking pictures in the first place. Happy Snapper Visitors who do share the joy of taking pictures with for instance their smartphones or compact cameras. They need to be shown that there are many more possibilities with photography of which Lomography is one. Family portrayer This type of visitors are known photographers. They take pictures on a regular basis and they developed their own habits. They should be challenged to experiment and try new ways of photography as well. Analogue adventurer Visitors who already started with analogue photography need to be shown what sets Lomography apart and what it can add to their current activities. Lomonographer The Lomonographer knows the brand and is familiar with at least one of the cameras. These visitors need to get a complete view of Lomography in order to make well-funded choices. Vision Two interaction visions are created that both describe Lomography and with that the intended interaction with the future product. Just as kids do, with Lomography you create your own world with your own rules. The product needs to provide incentives as starting points for the customers’ imagination, which then needs space to develop into something of their own. Secondly, when Lomographers create their own world, coincidence is of great importance, they embrace and try to learn from it. It should be no prearranged set-up, but is should leave room for exploration and experimentation. Product The Lomo Wall of Fame (Figure 1), contains multiple three-sided prisms which all hold a picture, the camera with which it was made and the film that was used. The rotating of the prisms is a playful way for users to explore the information they need to get to know the possibilities of Lomography. Adjacent prisms complement the information they hold. A mechanism is built in to emphasise the couples and the explorative character. The installation shows a variety of pictures to show the possibilities of Lomography. This will especially help the Notographer and Happy Snapper to see the value of Lomography. The Lomo Wall of Fame will show the Family Portrayer the possibilities of analogue photography through the cameras that are available and what characterises them. Combined with the presentation of the film this also introduced the Analogue Adventurer and the Lomonographer to the complete product portfolio of Lomography. Subject photographyanaloguelomographyretailuser experience To reference this document use: http://resolver.tudelft.nl/uuid:f2dea265-976e-4c5b-b03c-455a55eab332 Access restriction Campus only Part of collection Student theses Document type master thesis Rights (c) 2015 De Jonge, S.