Canon offers a comprehensive line of photo lenses through their e-commerce site, many targeted for the consumer market. Canon wanted to empower consumers to become better creative storytellers and showcase the photography that they can capture through the Canon Optics portfolio.
To create a consumer facing site showcasing Canon's lenses in a way that is informative and engaging for photographers at all levels. Main target segments include entry level, advanced amateur photographers and aspiring pros.
We had 3 main objectives for the website:
Showcase Canon's consumer lenses in an engaging way
Feature stunning photography taken with Canon gear
Offer an easy way for consumers to find the lens they need
8 Lens Categories
The site is organized into 8 lens categories, each page featuring a set of lenses for the category (i.e. Zoom lenses), tips and techniques for using those lenses, and a product section detailing related lenses, specs, price, and a click-to-buy.
Example Category Page
The site includes a lens finder page which is organized into categories such as "Travel + Landscape" and "People + Places." These categories allow users to find lenses based on their photo needs. In addition, we included a Lens Category menu that lets our advanced users directly select the types of lenses they need.
Showcasing Canon Photos
Canon wanted to showcase the quality of the photos taken by their lenses. We hired photographers who shoot with Canon and gave them specific lenses for this project. All imagery on the website is taken using the featured lenses on each page. We also made photographs full bleed to allow for them to be large and center.
My Role: Art Director & Designer