Bridging the Tech Gap

Designing for SMB Empowerment

Introducing HP Connect: Tailored Tech for SMBs
HP Connect is an initiative aimed at bridging the gap between HP’s advanced technology and the needs of small and medium businesses (SMBs).

Traditionally seen as an enterprise-focused brand, HP offers secure, scalable solutions that can be customised for businesses of all sizes. By making these offerings more accessible and relevant, HP Connect is helping SMBs move beyond local vendors and leverage the full potential of HP’s technology for greater growth and efficiency.

Goal

To bridge the gap between HP’s enterprise solutions and SMB needs through a tailored, consultative experience that simplifies decisions, offers personalised recommendations, and shortens the sales cycle.

Voice of the User

We spoke with small and medium businesses ranging from CA firms and export houses to cloud kitchens and interior design studios. These insights helped us understand their behaviours, trust markers, and pain points, shaping solutions that truly meet their needs.

Relevance to SMBs

HP’s language and content feel enterprise-focused, leaving SMBs feeling overlooked and disconnected.
“It’s all too technical, I just want to know what will help my team work better.”

HP’s Brand Perception

SMBs perceive HP as an expensive, enterprise-only brand rather than a scalable tech partner.
“HP sounds premium, probably out of our budget range.”

Finding the Right Fit

Users struggle to find solutions tailored to their unique business needs on HP’s website.
“I prefer doing everything through my local vendor he knows my setup and just gets things done.”

How might we make HP’s solutions more
accessible, relevant, and personalised for SMBs?

Build Relevance

Make HP approachable even for small businesses

Need-Fit Analysis

Build tailored solutions that address real needs

Solution Delivery

Provide the right solutions in an accessible way.

From Walk-In to Buy-In

Reimagining the HP store experience to build trust, relevance, and commitment from the first step inside.

Store Walk-In

Welcoming SMBs with an intuitive discovery-led store entry

Need-fit Analysis

A consultative Kiosk that turns complexity into clarity.

Staff Discussion

Closing the loop with informed decisions and human connection

Store Walk-In

Welcoming SMBs with an intuitive discovery-led store entry

Need-fit Analysis

A consultative Kiosk that turns complexity into clarity.

Staff Discussion

Closing the loop with informed decisions and human connection

Curation based on a
need-fit analysis

Real Stories, Real Proof

SMBs don’t trust marketing claims, they trust what works.

We spotlighted relatable business owners who grew with HP, turning success stories into proof points that inspire confidence and action.

Clarity Over Complexity

Decision-makers often feel overwhelmed by tech jargon.

We simplified communication across the platform: cutting clutter, clarifying benefits, and helping every buyer quickly understand what’s right for them.

Curation based on a
need-fit analysis

Designed Around You

Every business is unique, there’s no one-size-fits-all.

Our need-fit analysis helps users discover solutions tailored to their workflows, budgets, and goals making HP feel built just for them.

A Partner That Understands You

Technology can feel distant; guidance builds trust.

We created an experience that feels human-led, where SMBs can explore, ask, and get relevant suggestions  just like talking to an expert who knows their business.

Curation based on a
need-fit analysis

Testimonials That Reflect Their World

SMBs trust what they can relate to.

We showcased real success stories from similar businesses matching their size, industry, and goals so every testimonial feels like proof that “this could work for me too.”

Pricing That Feels Like an Investment

Price alone doesn’t drive decisions, confidence does.

We reframed pricing around value, pairing EMI options with outcome-based stories to help users see long-term impact, not just upfront cost

Smart Suggestions That Guide, Not Sell

Too many options can paralyze decisions.

We built a recommendation layer that explains why a product fits their workflow and team needs, making the experience feel consultative, not transactional.

“Working with HumanX was a game-changer for our OTT platform development. Their meticulous research and innovative designs significantly elevated our user experience. Their expertise in OTT platforms brought invaluable insights, ensuring our product's success. I highly recommend HumanX for their exceptional work and dedication.”

Xavier Thomas

COM, QuickPlay

Key Shifts

Beyond just rethinking the digital assets, our team influenced the internal approach to digital CX leading to certain key shifts:

Commerce Platform

Personal Consultant

Product Centric

Solution Centric

Expense

Investment

Commerce Platform

Personal Consultant

Product Centric

Solution Centric

Expense

Investment