Result of a workshop held in my "Interactive systems usability design" at Politecnoco di Milano in 2015

1. 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

2. 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

3. 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.

4. 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

5. 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.it
www.canon.it
www.nikon.it

6. 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

7. PERSONAS

8. PERSONAS
Camilla description
18 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.
needs
Buy 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 website
looking 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

9. 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

10. description
24 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.
needs
she 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 website
looking for a camera
reading the overview
reading the specifications
maybe buy the camera
MEDIUM TECHNOLOGICAL SKILLS
PERSONAS
Arlette
the prosumer

11. PERSONAS
Arlette
the prosumer
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.
• 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

12. description
43 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

13. 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

14. description
45 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

15. PERSONAS
Lucia
the uncle
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 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

16. description
21 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

17. 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

18. PARAMETERS

19. 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

20. 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.

21. 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.

22. 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.

23. 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

24. 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

25. different languages
Fujifilm
PARAMETERS ANALISYS

26. quality and completeness of informations
Fujifilm
This 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

27. 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

28. PARAMETERS ANALISYS
easy to use
Competitors

29. PARAMETERS ANALISYS
easy to use
Competitors
We 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.

30. PARAMETERS ANALISYS
involving
Competitors
Sony 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.

31. PARAMETERS ANALISYS
graphical coerence
Competitors
Sony 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.

32. PARAMETERS ANALISYS
different languages
Competitors
All the three website offers lots of languages,
about every nationality can find his language.

33. PARAMETERS ANALISYS
Competitors
quality and completeness of informations
Nikon offers more specifications and they are easier
to find than the same page on Sony or Canon
websites.

34. PARAMETERS
Loading time
Easy to use (structure, e-commerce)
Involving
Graphical coerence with brand identity
Different Languages
Quality and completeness of information
articles, data sheets
5
2
6
4
1
9
speed
involving
easy to use
graphical coerence
languages
quality and completeness
of informations
Fujifilm
ranking

35. speed
involving
easy to use
graphical coerence
languages
quality and completeness
of informations
10
5
7
6
10
8
Loading time
Easy to use (structure, e-commerce)
Involving
Graphical coerence with brand identity
Different Languages
Quality and completeness of information
articles, data sheets
Canon
ranking
PARAMETERS

36. speed
involving
easy to use
graphical coerence
languages
quality and completeness
of informations
7
6
7
7
10
10
PARAMETERS
Loading time
Easy to use (structure, e-commerce)
Involving
Graphical coerence with brand identity
Different Languages
Quality and completeness of information
articles, data sheets
Nikon
ranking

37. speed
involving
easy to use
graphical coerence
languages
quality and completeness
of informations
3
7
9
8
10
7
PARAMETERS
Loading time
Easy to use (structure, e-commerce)
Involving
Graphical coerence with brand identity
Different Languages
Quality and completeness of information
articles, data sheets
Sony
ranking

38. speed
involving
easy to use
graphical coerence
languages
quality and completeness
of informations
canon
nikon
sony
fujifilm
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

39. speed
involving
easy to use
graphical coerence
languages
quality and completeness
of informations
canon
nikon
sony
fujifilm
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

40. TASKS

41. 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

42. 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

43. 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.
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
CamillaLucia Arlette Dario Davide
MATRIX

44. 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

45. TASK TIME
5clicks to: reading detailed specifications
Fujifilm

46. TASK TIME
6clicks to: reading detailed specifications
Canon

47. TASK TIME
5clicks to: reading detailed specifications
Sony

48. TASK TIME
3clicks to: reading detailed specifications
Nikon

49. TASK TIME
3clicks to: comparing the general specifications
Fujifilm

50. TASK TIME
4clicks to: comparing the general specifications
Canon

51. TASK TIME
2clicks to: comparing the general specifications
Sony

52. TASK TIME
1clicks to: comparing the general specifications
Nikon

53. TASK TIME
Xclicks to: follow online tutorials
Fujifilm
Fujifilm isn’t offering online tutorials yet.

54. TASK TIME
4clicks to: follow online tutorials
Canon

55. TASK TIME
2clicks to: follow online tutorials
Sony

56. TASK TIME
1clicks to: follow online tutorials
Nikon

57. 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

58. 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
Conclusions
We 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.

59. 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

60. 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

61. 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

62. 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)
Fujifilm
guidelines
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

63. 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.
Fujifilm
guidelines