Canon: Unify the look of Canon across Asia Pacific

The Canon Asia Unification Project

As Canon grew into every market, each owned and operated its own digital presence.

There were 12 NSO in Asia that differ substantially in structure, tonality and design. Additionally, each NSO had its own unique local content and functions.

And with thousands of products belonging to different categories, this created a challenge for brand consistency, customer comprehension and internal operations.

The Task:

An experience with minimal friction on every device standardised across the entire APAC region.

The Process:

Of course, nobody can complete this mission in one go, which means we had to divide it into phases：

PHASE !

20,000 pages from 12 NSOs have been researched and analyzed.

PHASE 2

Relaunch the landing page and 2nd  levels of content pages for the 1st NSO.

PHASE 3

Relaunch of all other pages

PHASE 4

Localisation and sequential rollout to all APAC markets

The Solutions:

content for canon

In order to determine the right content split, we translated the high-level result of the research into percentages and applied these to the first structural wireframes. In a second step, we defined the split between regional and local content areas.

design

A LEGO-like component-based design plus a vertical flexible structure have fulfilled both brand image unification and local requirements.

“How do I find a specific product from Canon World in the shortest time?”

All products were placed on a masonry layout page, our navigation was the 4 steps filter of it. We also pay attention to search, product finder and comparison to make it a most intelligent product system for user’s convenience.

product finder

At the end of this article, I’d like to say the most difficult thing is not the design, but the communication. Round after round of meeting with clients and Q&A from different NSOs were the most challenging part of this project.

canon

You might also like …

Leave a Comment

Your email address will not be published. Required fields are marked *

Canon: Unify the look of Canon across Asia Pacific