For the first time in history, a brand approached women, on their terms, to sell them a computer. We created a unique online shopping experience that empowered women to select the HP computer that best fits their lifestyle.
We rethought how to merchandise computers so we could make a better connection with women. To facilitate this we used a number of design tactics, like approachable design and interactivity. But the real power was delivered by the Geek to Chic Guide, where we explained the features of computers using terms and metaphors that are familiar to women. Next, we let them describe how they wanted to use the computer in their lives and let this drive a suggestion for the two best options.