The Lowdown
Kodak was looking to launch a new brand to the UK market that tapped into the resurgent appeal of retro photo prints with an iOS and Android app.
The new app would form part of a wider refresh of the legendary photo brand and marked its first foray into the photo printing app market, which meant their go-to-market strategy had to be carefully considered.
The Problem
The photo app market, and photo printing specifically, is a particularly crowded one so Kodak needed a strong proposition to make an impact.
It needed its new brand to be fun, brash and intuitive and it needed to provide a smooth user journey from editing to ordering and delivering.
We worked with the Kodak team to undertake detailed user and market research to help define their brand promise and understand their target users.
The Solution
Attracting users and keeping them coming back to the app were the central challenges for the PixPax project.
Essentially, we needed a strong brand and unique proposition to draw users in. Then we needed a simple and engaging user experience to keep them coming back and to positively share their experience with friends.
Ensuring that the app appealed to a younger creative audience through bold designs and personable content was also of the utmost importance.
The Product
Launching simultaneously on iOS and Android, the new app provided a fresh spin on the photo printing app with free retro prints and extensive in-app editing tools.
Users are able to upload their own personal photos to the app and apply various filters, images and text before ordering and paying for their prints through the app.
The app itself has been a huge hit with users, featuring as App of the Day on the App Store and being highlighted by Google on the Play Store.
