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Switch, but for photography:
Canon Ivy modular photo console

Canon IVY LINQ is a next-gen photography console designed for Gen Z, blending nostalgic charm with modern technology. Featuring detachable dual cameras, digital photo album, and a built-in mini printer, it transforms how users capture and relive memories, making memories truly tangible.

Context

What and why is Canon IVY?

Canon has been the pioneer of the Imaging Technology industry for decades. As the core customer base aging out, Canon USA launched the IVY brand to shift their focus and bring more products that geared towards the younger generations' lifestyle and interests.

Partnering up with Canon, we toke a deep dive into the digital native Gen Z's photography and social media behaviors, discovering innovations that could bring newness to content creating experience.

Target User Research

Gen Z are digital natives who crave real-world connection

We started with conducting extensive domain research to better understand who they are, what they value, and what drives their spending decisions. This helped us uncover what products resonate with them and what they're actually willing to pay for.

Narrowing Down User

Only "content-inclined" Gen Z users seek tools to improve their digital presence

After interviewing 6 doctoral-level researchers and professors at Carnegie Mellon who study Gen Z across various fields, as well as conducting 15 in-depth interviews and analyzing 80 survey responses, we narrowed down our target user group to "content-inclined" Gen Z young adult.

After interviewing 6 doctoral-level researchers and professors at Carnegie Mellon who study Gen Z across various fields, as well as conducting 15 in-depth interviews and analyzing 80 survey responses, we realized that the term "Gen Z" is too broad to accurately define the specific user group we need to target.

What is the opportunity?

Finding opportunities through 3 insights

To dive deeper, we conducted 3 panel interviews with “content-inclined” Gen Z young adults to better understand their photography habits, then synthesized the insights using affinity diagramming, which helped us uncover 3 key patterns to guide the product direction.

Insight 1: Integration

Our content should move between devices and platforms

Users move fluidly through 6 stages of content creation & consumption journey. Images and videos constantly move across devices and apps to reach their best form. Given the potential of smartphones, our solution shouldn't compete with them but rather complement their capabilities.

Insight 2: Connection

Our product needs to build and strengthen relationships

Users 'Micro' and 'Macro' share , each driven by different intentions. But regardless of the sharing scope, Gen Z create and share content primarily to foster interactions and receive attention or feedback from their audience.

Insight 3: Nostalgia

The product should create more memory than content

Content captures moments, but only a small portion becomes a lasting "memory". Gen Z revisits content more when it is accessible and well-curated. They also value annotations, such as handwritten notes, which add extra significance to the content.

Problem Statement

How might we help Gen Z turn digital memories into tangible, easily accessible experiences?

Integration

The solution should seamlessly integrate with devices and platforms used by Gen Z and their social circles, enabling effortless content creation and sharing.

Connection

The solution should help users build and strengthen relationships by creating and sharing content.

Nostalgia

The solution should align with the vintage culture trend and enable users to relive meaningful moments from their lives.

Final Design

LINQ software features: curating memories that last a lifetime

Digital Picture Frame

When the console is at rest, it transforms into a digital photo album that shuffles through your favorite moments. By swiping left on the display, users can access additional features that are beyond passive photo viewing.

Smart Photo Album

Once photos are transferred to internal storage, they are automatically grouped by objects, faces, events, and locations.

Share & Print

Friends and family of IVY LINQ users can share pictures directly to the console. Users can then print selected images instantly using the embedded IVY photo printer, turning shared digital memories into tangible keepsakes.

Wireframes

How did we get here

Guided by the 3 design requirements—Integration, Connection, and Nostalgia—we developed 4 core features. Using wireframes and interactive prototypes, we tested these features with users to gather feedback and refine the experience.

Final Design

LINQ Hardware: Capture cherished moment with your loved ones

Integration

Main Console

The main console that doubles as a smart digital album, making it effortless to relive and explore meaningful moments.

Connection

Detachable Camera

Users can capture memories with others by handling 2 cameras. Each session is limited to 24 shots, just like a disposable camera, making every moment count.

Rapid Prototypes

How did we get here

Drawing inspiration from some of the most popular photography and gaming gadgets among Gen Z, and guided by the design pillars of integration, connection, and nostalgia, the concept of the LINQ Console gradually came to life.

Integration

Digital Photo Album

Connection

Nintendo Switch

Nostalgia

Film Camera

Reflection

Cross-Functional at its Finest

During this 4-month project, I engaged in all phases of the product design process, including Design, Business, and Engineering. While I enjoyed turning innovative ideas into useful features as the Design Lead, I learned the crucial role of Engineering in maintaining cost-efficiency and the importance of Business in ensuring the product's business value.

Switch, but for photography: Canon Ivy modular photo console