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Xerox: User Experience Strategy To Win Market Share

HP was gaining market share in the small office product arena. Xerox wanted to develop a strategy aimed at gaining market share in SOHO, workgroup and enterprise printer, fax and multipurpose device markets. I consulted with Xerox over the course of several projects to complete a comprehensive User Experience Audit, Competitive Analysis, and User Experience Strategy.

The Challenge
We were asked by Xerox to do an internal review of current hardware/software user experience strategies, and a benchmark analysis of the office products hardware industry. Following those efforts, a user experience strategy was developed that would position Xerox as the leader of those same markets. Products of particular focus included inkjet, laser, and workgroup printers, scanners, and multi-function devices.

The Solution
A strategy for the progressive reduction of features and functions on office devices intended for the SOHO and Workgroup offices. Applied to printers, scanners, fax machines and multi-function devices. We worked with product planners and design managers to define the appropriate target demographics. Large groups of test participants from each of those target demographic groups were then recruited and requirements gathering and task analysis sessions were conducted. We then produced interactive prototypes of the leading competitive solutions. A preliminary user experience strategy was then developed and supporting prototype solutions were developed. The proposed Xerox strategy and solutions were then tested against competitive prototypes. Use-case scenarios, question and answer sessions, and questionnaires were used to measure performance and gather target audience feedback and opinion. Iterations of strategy and solution development took place. The iterative development process yielded a validated 3-phase user experience strategy. Xerox’s current retail products reflect the implementation of phase 1. strategies.

The Benefits

Development of a comprehensive user experience strategy that supports Xerox’s goals to dominate in the office products market.

Identification of areas of immediate opportunity for market penetration and dominance. Follow-up implementation strategy developed.

Development of a hardware and software feature and function migration strategy that is integrated and consistent with the corporate brand strategy. Includes consistency of identity usage, color palette usage, hardware family of form, look and feel, interaction paradigms, etc.