poli15 fujifilm

CUSTOMER

F i l i p p o A t t a n a s i o I l a r i a C h e r u b i n i R i c c a r d o S t o r n e l l i

G R U P P O 8 - F U J I F I L M

INDEX

.Customer history

.Competitors

.Personas description

needs

what they want to do

what are the obstacles

.Parameters definition

Fujifilm parameters analysis

competitors parameters analysis

ranking

comparision

.Tasks description

tasks matrix

our selected tasks

task time

conclusions

.Our purpose competitors’ summary

guidelines

mock up

CUSTOMER

Fujifilm is now innovating in healthcare, highly functional materials and many other high tech areas. Using experience and know-how from the photographic sector Fujifilm has diversified successfully into many new segments. Its operations in Europe are part of a successful global network.

CUSTOMER

Fujifilm was founded in 1934 as a photographic film manufacturer. Since then the company has been continuously and proactively conducting R&D and has realized numerous milestones in innovation. As a result of this tradition of innovation Fujifilm today is among the leaders in each of its businesses and is changing the future by its business fields.

The Group is active in three areas: Information Solutions for the healthcare and printing industries, as well as for highly functional materials and other applications, Document Solutions which includes office printing systems and services. And Imaging Solutions with cameras, optical devices and photographic systems. We analyze this last area.

the history

COMPETITORS

Multinational corporation specializing in optics and imaging products. Their products include cameras, camera lenses, binoculars, microscopes, ophthalmic lenses, measurement instruments, and the steppers.

www.sony.itwww.canon.itwww.nikon.it

PURPOSE

Fujifilm wants to redesign his website so we want the website to become a landmark in photography world, driving the user before, through and after the purchase of his camera.

www.fujifilm.eu

the goals

PERSONAS

PERSONAS

Camilladescription18 years old

Attending high school, she likes listening music and going out with her

friends.

She is italian, and wants to become a fashion blogger.

She likes posting photos on social networks like Facebook and Instagram.

needsBuy a camera, but she doesn’t know wich one

Understand the differences between the cameras

Find a camera that isn’t too much expensive for her budget

what she wants to do on the websitelooking for a camera matching with her needs

reading the description of the camera

looking the photos examples

reading the reviews

maybe buying the camera

LOW TECHNOLOGICAL SKILLS

the consumer

PERSONAS

Camilla the consumer

what obstacles she’s going to meet on Fujifilm• She isn’t guided into the choice of the camera, so she doesn’t know wich

camera she should look

• She find immediatly some technical datas that she can’t understand

because sometimes they are too technical and sometimes there are only

numbers without explaination.

• She can’t find the examples of photos taken with the selected camera

• There aren’t user reviews

• There isn’t the online shop

• The general design isn’t good and Camilla won’t like staying in this

website

• The link to the ecommerce appears in the menu only in the product page

and it’s difficoult to see it

description24 years old, is a student of a architecture master in Milano.

She loves travelling and when she travels she always brings her camera.

She likes taking photos of architecture and landscapes.

needsshe wants to buy a mirrorless camera

she needs to understand wich mirrorless is best for her

find a camera that isn’t too much expensive for her budget

what she wants to do on the websitelooking for a camera

reading the overview

reading the specifications

maybe buy the camera

MEDIUM TECHNOLOGICAL SKILLS

PERSONAS

Arlette the prosumer

PERSONAS

Arlette the prosumer



• She find immediatly some technical datas that she can’t understand

because sometimes they are too technical and sometimes there are only

numbers without explaination.

• There isn’t the online shop

• The general design isn’t good and Arlette won’t like staying in this website

• The link to the ecommerce appears in the menu only in the product page

and it’s difficoult to see it

description43 years old, is a professional photographer.

He works in Lab Immagine at Politecnico di Milano, one of his role is to

order new equipment for the laboratory.

needs- Buy some stuff, like filters and professional cameras, for his work.

- Always being up-to-date on the newest products

- Understand the differences between the cameras

what she wants to do on the website- Sometimes he likes to check the news about sales, cameras spec. and new

releases of the company.

- Have a general view of the market to choose the best product

HIGH TECHNOLOGICAL SKILLS

PERSONAS

Dario the professionist

PERSONAS

Dario the professionist

what obstacles he’s going to meet on Fujifilm• There isn’t a “blog” part, so Dario can’t check the latest release or articles

description45 years old, she is looking for a present for her nephew.

She is a history teacher in a high school.

For his nephew’s birthday she has decided to buy a basic camera,

she has to decide wich one.

needs- Buying a cheap camera

- Having a look in camera’s world

what she wants to do on the website- Taking a look about the prices

- Looking some photos

LOW TECHNOLOGICAL SKILLS

PERSONAS

Lucia the uncle

PERSONAS

Lucia the uncle



• She can’t find the examples of photos taken with the selected camera

• There aren’t the prices of the cameras

• To see the price of the products she has to go in the ecommerce that is

difficoult to see

description21 years old, he is studying languages at university.

He was surfing on the net when casually he came on fujifilm.eu

needs- nothing

what he wants to do on the website- If he find interesting our website, probably he will take a look.

MEDIUM TECHNOLOGICAL SKILLS

PERSONAS

Davide the random user

PERSONAS

Davide the random user

what obstacles he’s going to meet on Fujifilm• The website hasn’t a good involving, it itsn’t attractive, so Davide most

probably won’t stay for a long time on the website

PARAMETERS

Loading time

Easy to use (structure, e-commerce)

Involving

Graphical coerence with brand identity

Different Languages

Quality and completeness of informationarticles, data sheets

Average of the parameters: resolve time(ms), connect time, download time

Combination of usability of the structure of the website and of the e-commerce

Ability to involve the user to continue the navigation

Coerence between brand identity and graphical solution in the website

Number of languages aviable on the website

Amount of information and specifications about the cameras and their use,

the amount of in-depth photo articles

Definition

PARAMETERS

PARAMETERS ANALISYS

Fujifilm loading time

For our analysis we looked to the download time

and the download size. We can modulate this two parameters

changing our website lighter images improoving speed.

The loading time is tested with different servers

around Europe.

The user’s navigation is guided by different typologies of products. This kind of structure is very popular

in photography websites, also the competitors use it.

PARAMETERS ANALISYS

easy to use

Fujifilm

We find the same menu repeted two times

in the same page.

There isn’t a photography dedicated home page

and it’s not so easy to find the page with the list

of the cameras.

The specifics are not clear, you don’t understand

if the box below is about the informations or not.

The link for the shop area is not easy to find but it’s easy to

use. You can select the area of your interest or use the filter.

On the left are shown the the possible compatible product.

easy to use

Fujifilm

PARAMETERS ANALISYS

When you arrive to the product page you find chaotic

information and you can’t apply any filter to simplify

comprehension.

Typography and images are not so good to involve

the user into a good experience.

The problems are:

-modulation of font size (to capture attention)

-pictures not so interesting and without impact

involving

Fujifilm

PARAMETERS ANALISYS

The color gives a strong meaning that is differnt to the

Fujifilm scopes, this kind of green reminds more to a sanitary

area website.

This type of graphic is good for a little part of Fujifilm

producs but it isn’t so good to be declinable to a

photographic context.

graphical coerence with brand identity

Fujifilm

PARAMETERS ANALISYS

different languages

Fujifilm

PARAMETERS ANALISYS

quality and completeness of informations

FujifilmThis website has a very detailed information section

for each product with clear and complete informations

but they are all together and a low level user couldn’t find

the main features.

PARAMETERS ANALISYS

For our analysis we looked to the download time and the

download size We can modulate this two parameters

changing our website lighter images improoving speed.

Canon

Nikon

Sony

PARAMETERS ANALISYS

loading time

Competitors

PARAMETERS ANALISYS

easy to use

Competitors

PARAMETERS ANALISYS

easy to use

CompetitorsWe analyze the path of each user inside the website

to arrive in the camera page. Canon and Sony system is based

on a similar struture with hierarchic menus and sub-menus

using images to make the navigation faster.

There is a “Three structure” with some filters to help you

to find the best solution.

Otherwise Nikon use a different home page.

Three different menus overlapped with some repetition.

This system could be faster if the user knows where

he have to look for. At the contrary it could be dispersive

and counter-productive.

PARAMETERS ANALISYS

involving

CompetitorsSony involving is the most interesting, attractive photos and

big boxes invite the user to click and discover more.

The user become curious even if the product isn’t the one he

is looking for; for example Dario, the professionist, is looking

for a Reflex camera, but he could be interested in viewing the

mirrorless camera thanks to the great presentation made by

Sony.

PARAMETERS ANALISYS

graphical coerence

CompetitorsSony graphical coerence is again the best:

the website is always characterized by big grey/black boxes

on white background, even changing the area of the site,

passing for example to the smartphones area the style

is the same.

PARAMETERS ANALISYS

different languages

CompetitorsAll the three website offers lots of languages, about every nationality can find his language.

PARAMETERS ANALISYS

Competitorsquality and completeness of informations

Nikon offers more specifications and they are easier to find than the same page on Sony or Canon websites.

PARAMETERS

Loading time


Involving


Different Languages


5

2

6

4

1

9

speed

involving

easy to use

graphical coerence

languages


Fujifilm ranking

speed

involving

easy to use

graphical coerence

languages


10

5

7

6

10

8

Loading time


Involving


Different Languages


Canon ranking

PARAMETERS

speed

involving

easy to use

graphical coerence

languages


7

6

7

7

10

10

PARAMETERS

Loading time


Involving


Different Languages


Nikon ranking

speed

involving

easy to use

graphical coerence

languages


3

7

9

8

10

7

PARAMETERS

Loading time


Involving


Different Languages


Sony ranking

speed

involving

easy to use

graphical coerence

languages


canonnikonsonyfujifilm

In this graph we can see the comparison of the parameters for all the competitors.It’s possible to see how Fujifilm website is the worst in the majority of the parameters.

PARAMETERS

Comparison

speed

involving

easy to use

graphical coerence

languages


canonnikonsonyfujifilm

We have drawn a dotted black line to highlight the goal to be achieved by the reorganization of the structure of the website.The purpose is to take the best thinks of competitor websites and make the editing to have a website with coerence about Fujifilm values.

PARAMETERS

Comparison purpose

1. Choose the section that suits his skills The user wants to surf on the section of the website in line with

his skills (everybody, passionate, professionist).

2-5. Reading and comparing the general and detailed specifications of the cameras The user wants to read just an intro with some general information about the camera

(megapixel and information charachterizing the camera) or a technical data sheet with all

the specifications.

He wants also to compare them.

TASKS

description

TASKS

6. Looking at examples of photographs taken with the selected camera The user wants to look just one or two photos took with the selected camera so he can

understand the quality of the camera also without understanding all the technical datas

and maybe he wants to (7.) compare them.

8, 11-13. Follow news about Photography The user wants to follow all the stuffs like other customers’ reviews,

new releases of cameras, articles about photography and watch online tutorials.

9. Filtering according to the specifications desired by the users The user whants to see only the cameras according to his needs.

10. E-commerce The user whans to buy cameras and all accessory online.

description

Choose the section that suits his skills

Reading the general specifications of the cameras

Comparing the general specifications of the cameras

Reading detailed specifications of the cameras

Comparing detailed specifications of the cameras

Looking at examples of photographs taken with the selected camera

Comparing examples of photographs taken with two or more models

Read other users reviews

FIlters according to needed specification

Shop online

Stay up to date about last releases

Read interesting articles about photography

Watching online tutorials

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

12.

13.

OOO

O

OOO

O

OOO

O

OO

OOOOO

OOOOOOO

O

OO

OOOOOO

O

O

OO

CamillaLucia Arlette Dario Davide

MATRIX

OUR SELECTED TASKS

description

We can deduce that our website must have some main tasks.

Certainly people want to find themself on our website and want to be driven during

the web surfing.

So these are our main tasks:1. Reading detailed specifications

2. Comparing general specifications

3. Filtering the cameras according to the specifications desired by the user

We have to specify that other secondary tasks can be important for each different persona,

so we can evaluate its main tasks when a persona will choose his section.

Secondary tasks:1. Follow online tutorials

2. Shop online

3. Follow the blog of photography

4. Reading other users’s reviews

5. Choosing the section that suits his skills

6. Looking at examples of photographs taken with the selected camera

TASK TIME

5clicks to: reading detailed specifications

Fujifilm

TASK TIME


Canon

TASK TIME


Sony

TASK TIME


Nikon

TASK TIME

3clicks to: comparing the general specifications

Fujifilm

TASK TIME


Canon

TASK TIME


Sony

TASK TIME


Nikon

TASK TIME

Xclicks to: follow online tutorials

FujifilmFujifilm isn’t offering online tutorials yet.

TASK TIME

4clicks to: follow online tutorials

Canon

TASK TIME


Sony

TASK TIME


Nikon

TASK TIME

We saw the number of clicks required to performe an action

in the different websites; so in conclusion we are able to say

Nikon, most of the time, is the website requiring less clicks

than the others.

Conclusions

CanonFujifilm Sony Nikon

Reading the detailed specifications of the camera

Comparing the general specitifications

Follow online tutorials

5

3

x 4

4

6 5

2

2

3

1

1

TASK TIME

CanonFujifilm Sony Nikon

Reading the detailed specifications of the camera

Comparing the general specitifications

Follow online tutorials

Number of avaiable links in homepage

5

3

x

68

4

30

4

6 5

2

2

31

3

1

1

69

ConclusionsWe decided to analyze the number of aviable links

in the homepages to verify the quality and not only

the number of click.

After this we realized how massive is the quantity

of information in homepage nikon.it.

For this reason the usability is compromised because

a new user is not guided in the experience

inside the website.

Otherwise in Canon and Sony websites the path is more

clear and easy to understand even for early adopters.

OUR PURPOSE

summary

Nikon

• chaotic structure but functional if you know where you can find what are you searching for

• excellent comparison tool• no ecommerce• good system to find a reseller shop• very good blog section

OUR PURPOSE

Canon

• high involving for product page, lower for the rest of the website

• differentiation between general and deep specifications

• adapt for any kind of user, you can find easly every information

• forced path (could be a bad thing for high level user)• you can’t compare the cameras (only for general

information of the same category cameras)

summary

OUR PURPOSE

Sony

• fast and intuitive (perhaps because are presented few products)

• Filters are very functional• In the dropdown menu there is a preview of the price

(from...)• you can’t compare two products that aren’t in the same

section• there aren’t sample picturer. There are only for entry

level cameras

summary

OUR PURPOSE

sony

home page structure (to separate different products)

three structure and guided path

filter style

canon

high involving product presentation

nikon helpful comparison tool

tutorial section (nital)

Fujifilmguidelines

our purpose for the new website:

• redesign sufing structure

• adding tools (filter and comparison)

• redesign products page highlighting shop button

• redesign graphical style more involving and coerent with

other products offered by Fujifilm

• to add the part dedicated to the community: tutorial,

reviews and photo examples

OUR PURPOSE

We decided to develop only the photographic section

of the website.

We used a general menu for the main site and a sub menu

inside the product section for our part.

With this solution all the products made by Fujifilm can be

stored in one place with the same structure of our pages.

During the analysis we understood that for a big company

the best thing to do is to separate the website, one for the

everyday users, and another one for the companies.

This choice is the best thing because we have very different

needs between this two users.

In the next pages there is a mock up of some possible pages

and main menus structure to redesign Fujifilm website.

Fujifilmguidelines

poli15 fujifilm

Design