A Digital Camera for the Rest of Us
Point Forward studied consumers who were slow to adapt digital cameras despite ever lower pricepoints. These consumers were satisfied with quality and simplicity of disposable film cameras. They had low computer literacy and perceived digital still cameras as "techy" and "computery." We FedEx-ed digital cameras to eighteen consumers in Indianapolis and Denver to use for one week. When we showed up at people's homes for follow-up ethnographic interviews, we found consumers who were very happy with their pictures but also a little confused around many usability issues. Our respondents were most excited by camera features with immediate, dramatic, and creative impact - Digital Zoom, B&W, Night Mode, Panorama, Photo viewing and magnifying. Reviewing the photos that people took revealed problems with picture quality that led to the development of several new camera features including low-light mode and pet-eye removal. Home printing is appealing for its convenience but it is seen as requiring special knowledge, supplies, and a significant upfront monetary investment. Their awareness and comfort with printing at retail, however, was very high - they liked the idea of getting prints during their weekly trips to Wal-Mart. This finding supported HP's move into retail Kiosk printing.
|
