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Tesco Hudl 1/2
Building an exceptional branded hardware and software experience
Overview
In a market saturated with tech giants, Tesco dared to venture into uncharted territory with the Hudl tablet. The ambition was clear: to deliver an unparalleled user experience rivalling that of industry behemoths. I found myself at the forefront of this venture, navigating the complexities of blending high-end software experience with consumer-centric design for Hudl 1, setting the stage for its successor, Hudl 2.
The Challenge
Carving a niche in a space governed by tech titans required more than innovation; it demanded a paradigm shift in design thinking and brand presentation. The initial Hudl model met challenges, especially in its first-time use process. We needed to transcend conventional methodologies, creating something that wasn't just new, but intuitive, engaging, and reflective of Tesco's brand ethos.
Cross-agency and cross-team collaboration workshops were essential.
Hudl 2 promotional material showing the joined-up approach manifested.
My Approach - Fostering Collaboration and Creative Synergy
For Hudl 2, my vision was holistic: an autonomous product team, an amalgamation of minds from various domains. I championed a symbiotic approach, uniting branding, hardware, and software design, ensuring a seamless and coherent user journey. This approach completely revisited all aspects of the physical and digital experience. We were lucky enough to shape the physical and user experience parts of the Hudl2 in a way we could not do on Hudl 1.
We were determined to make the most of the opportunity. Through meticulous design synchrony, we echoed the physical attributes of Hudl 2 within its digital environment, drawing inspiration from its tangible aspects to craft a resonant user interface. The collaboration was extensive, involving parallel creative processes with entities like The Chase and Tej Chauhan, ensuring the Hudl 2 experience was immersive, consistent, and felt as one.
Promotional material demonstrating the alignment with the industrial design and the design system, including iconography and a re-imagined grid system
Leadership and Innovation: Beyond Aesthetics: Shaping User-Centric Experiences
My leadership role transcended the orchestration of design and collaboration. It involved hands-on problem-solving, particularly in integrating the iterated brand's essence into the user experience. It was just enough to enhance brand interaction without overwhelming users.
We ventured into detailed user testing, iterative design and even pioneered a child safety feature, a testament to our commitment to deliver not just a product but a lifestyle companion.
Design system, including the icons shown here were developed in close alignment to the industrial design work.
Outcomes and Reflections - Setting the Bar in Tech-Retail Integration
The success of Hudl 2 was echoed not just in sales but in its reception. We didn't just create a product; we set a precedent. From transformational icon animations that captured imaginations to a first-time user experience that signposted key features eloquently, we made a statement.
The precise calibration of Tesco's presence within the interface struck a balance, encouraging interaction with the brand's broader ecosystem without diluting the user experience.
The team completely redesigned the default Android grid system to work in a much cleaner manner. Small details DO count!
4.5K
4.5 star reviews from customers
10+
5 star and 4.5 star reviews from the mainstream press
5+
Awards garnered for the device and operating system
Personal Reflection - Innovation as a Journey, Not a Destination
Reflecting on our accomplishments with Hudl, from redefining child safety in digital platforms to crafting user experiences that resonate personally, I recognise this as a checkpoint, not the finish line. The digital world is an ever-evolving landscape, and as creators and innovators, our journey is perennial.
“The Tesco Hudl 2 is, quite simply, the best tablet in its price bracket we've ever seen or used […] it remembers its target audience with a confidence normally associated with the Apples and Amazons of this world.”
Child safety system was a feature-rich and powerful set of tools to give parents complete control over their child’s access to the tablet.
