Canon PowerPlay

How can compact cameras better serve the off-duty professional photographer?

Product, Consumer Tech | Spring 2020

The Challenge

Reinvent the Canon PowerShot to better serve its user and effectively communicate its purpose in the crowded camera market.

The Result

The Canon PowerPlay whose vertical format unlocks one handed use and superior translation from shutter to sharing. It embodies the “off-duty professional” via new forms and CMF.

Product-Market Analysis

At first glance, Advanced Compact Cameras seem to be a middle-of-the-road option for intermediate photographers. Closer examination, however, reveals that compact cameras are actually best fit for advanced photographers who are looking for a portable alternative to their DSLR.

“If you want to leave your DSLR at home and avoid being stuck with your phone camera this is an amazing solution,” said one consumer in his review of the Canon PowerShot G7x Mark II.

OPPORTUNITY AREA

Transform the value proposition.

How does photography change when professionals are off-duty?

Current State Analysis

In order to determine specific design opportunities and user needs, I analyzed the user’s current body positions when shooting on the go. The range of angles and perspectives is unlimited and unpredictable, calling for a camera that can flex with the environment. In particular, this requires a screen that accommodates all positions and a more secure grip.

I followed the user analysis with an audit the Canon PowerShot G7X Mark II, a leader in the advanced compact camera market. This analysis uncovered an excessive number of buttons and awkward dial ergonomics, calling for simplified physical camera interface. Some interaction will become digital, while other vital interactions remain analog in order to maintain the photography experience.

Form Study + Sketch Ideation

Prototyping & Testing

Control

This concept experiments with the position and orientation of the control dials, but all other architecture remains the same.

Vertical Format

This concept diverges most from the current architecture with a vertical orientation. User tests favored this concept because of the slim profile and the vertical format, which directly translates to smartphone viewing.

Extended Grip

This concept experiments with the position and orientation of the control dials and also adjusts the battery placement to accommodate a larger grip for a single-handed hold.

KEY INSIGHT

A vertical orientation unlocks one-handed grip, new forms, and new interactions.

Form Refinement

Combining current Canon form language, elements from the PowerShot line, and external inspiration led to a series of sketch renders that explore details for the vertical format. The final concept modernizes the Canon form language with simpler, geometric styling, but maintains the essence through proportion, material, and finish.