Intel® — Elevating Brand Recognition: Innovative Mobile Apps & Digital Marketing

Ryan led UX for a team partnered with Intel® to strengthen the chipmaker's consumer connection through in-store touchscreen experiences and a mobile app. Grounded in guerrilla retail research, the work improved brand consideration among PC buyers and replaced costly paper sales materials with a digital-first experience.

Role: UX Lead

Overview

Ryan led UX for a team partnered with Intel® to forge a stronger consumer connection, aiming to position Intel® as a brand of active consumer engagement. The goal was to enhance brand consideration among PC buyers, who often overlook the chipmaker's role. The team developed diverse digital experiences, including touchscreen displays and mobile apps, focusing on in-store interactions and an extensive digital campaign.

Guerrilla User Research

To gain deeper insights into consumer behavior, Ryan conducted guerrilla-style interviews in retail settings where Intel products were sold. These interactions revealed valuable opportunities to enhance in-store sales materials, highlighting essential elements that could facilitate successful transactions and improve the overall shopping experience. Additionally, he developed comprehensive user journey maps that outlined customers' navigational paths, pinpointing pain points and areas for improvement.

Mobile Application Design

Ryan designed a mobile app that allowed users to browse various Intel computers and laptops featuring Intel technology, helping them understand the key benefits and differentiators. This app served as the first step in the sales cycle, enabling customers to identify which product was most desirable. Moreover, the mobile app significantly reduced costs by replacing traditional paper sales materials, which are often expensive and cumbersome to ship. By offering a digital solution, the team aligned with sustainable practices while enhancing operational efficiency for Intel.

Challenges

One of the primary challenges was helping everyday customers recognize that Intel® also produces laptops and PCs. Breaking down these preconceived notions was crucial. Additionally, opportunities existed to improve in-store sales materials, ensuring that both shoppers and sales associates had the tools needed to facilitate successful transactions.

Results

The development of a finely tuned mobile application, bolstered by extensive user research, marked the project's success. This user-centric approach significantly improved the company's brand consideration and market presence, reinforcing its reputation as a consumer-focused brand. Insights derived from the research were pivotal in refining strategies and fostering a deeper understanding of Intel® as a key contributor to computer technology.

By prioritizing user experience, the marketing efforts for Intel® were greatly enhanced. Having learned from prior experience at advertising agencies in New York City that well-designed products are among the best forms of marketing, Ryan applied this principle throughout the project. It's often said that the most effective marketing is word-of-mouth; when customers love a product because they have a great user experience, they will share it with friends and family.

The collaborative effort was well-received by both the client and agency partners, with positive feedback from various stakeholders highlighting the impact of Ryan's focus on customer experience and innovative, creative work.