Jeannette Tollstrup

HP's Digital Photography Center was strategically intended to show consumers how their PCs, printers and digital cameras worked together. Focusing on the user experience, my role involved concept testing with our agency to recommend a creative content strategy. After compiling the results, the team determined that an "explore and create" approach made sense.

The creative strategy hinged on demonstrating how digital cameras, PCs and printers interacted easily to create photo projects. The communication process involved months of collaboration with channel partners, product lines, executives and third-party stakeholders to fine-tune the messaging and imagery. Support was a key aspect, providing a safety net for consumers as well as instructional content.

This successful website increased HP's product sales as well as customer satisfaction.

Services: Audience research, content strategy, user experience testing, copywriting and management throughout the design process.

When I managed HP’s consumer
email program, Jeannette presented user insights to help shape the new digital photography marketing plans. She's really passionate about delivering what’s relevant to the customer & marry that with business objectives. She’s adept at seeing the possibilities & discovering workable solutions. I particularly like the fact that she's reasonable in the heat of battle.
Wendy Cole, Worldwide Manager of Digital Media, Hewlett Packard

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