Logitech approached Smart design for the opportunity to re-imagine the iconic webcam series.

Three targeting user groups were identified following with the design research to inform the key attributes.

“Hold My Hand” user group had limited experience with technology and appreciated the clear affordance.

A small lens and simple form factor encourage trust and friend interaction.

“Social connector” user group was comfortable with the connected gadget and desired access of direct controls.

Privacy was identified as the important control element. My pivoting concept selected as the final design direction.

“Family connector” user group valued the build quality of the webcam and was willing to pay more for the performance.

The perceived HD quality was inspired by pro-grade cameras with an over-side lens bezel and a wide aspect ratio design.

Classic QuickCam series was the most recognizable webcam for over a decade but the competitors eventually caught up.

Logitech HD Webcam series was launched with significant leaps in performance. They remain to be the leading choices in the market today.