On the left: the old Kodak Moments app home screen. On the right: A snapshot of the new Kodak Moments app.
There are more than a few keen photographers in the ELSE camp. So when the opportunity arose to work with Kodak, naturally we were very excited.
Kodak Alaris had an application for consumer photography. It had all the ingredients for a great product. Yet it lacked finesse in its execution. ELSE worked with the team in Rochester, NY, to firstly imagine everything that the app could be.
From this initial exercise, ELSE uncovered the essence for the application, what its true purpose was and how people want to engage with it. The next task was to strip the app down, to understand all the components to it. With all the pieces of the app laid out in front of us, the next task was to rebuild it. But before putting each piece back, we scrutinised its purpose.
Getting rid of things is a really difficult task – speak to anyone that has moved house or gone travelling, you have to be ruthless. ELSE drew up some criteria for what each element would need to do, in order to stay. And if the criteria wasn’t met, it was binned. Harsh but effective!