Canon asked us to rethink how cameras are bought to make a more engaging shopping experience.

 

I did some competitor research to see how people are researching for and purchasing cameras now on Amazon, CNET reviews and other photography shopping sites. Most of my research showed that there was an unnecessary focus on megapixels and LCD size. While megapixels is a slight concern for photo quality, almost all cameras made today have enough megapixels to allow you to print large photos in high definition. Amateurs were buying cameras with large megapixels numbers believing this would lead to a better photo.

 

A hobbyist photographer myself, I got to work thinking about what really matters when you buy a camera: how comfortable you are with cameras, what you want to do with the photos (look at them on a computer, get them printed on a giant canvas, etc.), how you want to share them, and most importantly, what you want to shoot.

Photography is mostly about the lenses and which lenses shoot which subject matters best. Beginner photographers aren't always aware of this 

By focusing on these questions instead of megapixels or camera color, a photographer of any level will be directed to the right type of camera for them. 

 

Below I also designed tabs that showed the user what the specifications are, consumer reviews, photos taken with that camera, 'what's in the bag' when you buy the camera, and what other accessories or lenses work with the camera. This works for the user because it begins to subtly educate them about photography while they are shopping, and it works for Canon because it encourages upsell.