A redesign of Canon India's consumer store, sorted by the photographer's intent instead of Canon's internal divisions.
Canon India's consumer homepage drops camera bodies, inkjet printers and laser printers into one "Featured Products" grid, then sorts the whole site by Canon's four internal divisions.
A buyer who wants a vlogging camera meets imageCLASS laser printers and document scanners in the same breath.
Navigation is named after Photography, Printing, Scanning, Cinematography. Nobody shopping says "I'm here for the cinematography division".
Every tile shows an MRP and a buy button before it has given the buyer a single reason to want that specific body.
None of them think in divisions. They think in the photos and videos they are about to make.
WantsA first "real" camera that won't be outgrown in a year, moving up from a phone or an ageing kit DSLR.
Where it loses themLands on a grid where an R-series body sits beside a printer, with no view on where a beginner should even start.
WantsA light kit for video, vlogging and streaming, flip screen and reliable autofocus over megapixels.
Where it loses themVideo strengths are buried in a spec PDF. There is no entry that says "start here if you shoot video".
WantsOne versatile body and lens for travel, family and street, simple to carry and quick to use.
Where it loses themSpends attention on Cinematography and Scanning tabs they will never tap, instead of finding their one camera.
Keep every product. Change the question the navigation answers, from "which Canon division made this" to "what are you trying to shoot".
A camera buyer has to mentally filter out three of four branches before they begin.
Printers don't disappear. They move under "Print your shots", which is exactly where a photographer goes looking for them.
Rough thinking before any mockup. Mapping what was broken, who was losing, and what the new IA had to do.
Three screens from the proposed consumer experience, built to the same line-and-ink language as this case study.
The hybrid full-frame body for the upgrader who shoots both. Fast stills, clean 4K, in-body stabilisation. Sold on what you can make, before any spec table.
Framed as hypotheses to validate, not measured outcomes. Each maps to one decision above.
I started from the live consumer site, mapped where a camera buyer's path crosses printer and scanner content, and rebuilt the information architecture around what people are trying to shoot.
The case study is also the prototype. The camera you can spin is a real-time WebGL model, lit and rendered in the browser, driven by scroll and by drag. No video, no pre-baked turntable.