skills
Business design
Go to market
Design research
Strategy
Experience design
Product design
Marketing & branding
time
2020 - 2021 (1 year) for conception & launch
role
co-founder, product designer, researcher
tools
mural, procreate,
wix e-commerce
project overview
Project Memory is a a photo album brand & company centered around memory keeping, created to empower people to preserve their memories through thoughtful curation and storytelling.
As our proof of concept, my co-founder and I re-imagined the traditional photo album and created Project Memory's flagship product, The Chronicle Photo Journal.
We took it to market in December 2020, and now our products are loved in 6,000+ homes and in 25 countries (and counting!)
Project Memory
Empowering people to preserve their memories through hands-on storytelling
project type
Business design &
go-to-market
team
Aneri Chouhan (co-founder)
time
2020 - 2021 (1 year) for conception & launch
role
co-founder, product designer, researcher
tools
mural, procreate,
wix e-commerce
project type
business design & got-to-omarket
team
Aneri Chouhan
(co-founder)
skills
Business design
Go to market
Design research
Strategy
Experience design
Product design
Marketing & branding
skills
Business design
Go to market
Design research
Strategy
Experience design
Product design
Marketing & branding
time
2020 - 2021 (1 year) for conception & launch
role
co-founder, product designer, researcher
tools
mural, procreate,
wix e-commerce
project overview
Project Memory is a a photo album brand & company centered around memory keeping, created to empower people to preserve their memories through thoughtful curation and storytelling.
As our proof of concept, we re-imagined the traditional photo album and created Project Memory's flagship product, The Chronicle Photo Journal.
We took it to market in December 2020, and now our products are loved in 6,000+ homes and in 20+ countries (and counting!)
Project Memory
Empowering people to preserve their memories through hands-on storytelling
project type
Business design &
go-to-market
team
Aneri Chouhan (co-founder)
time
2020 - 2021 (1 year) for conception & launch
role
co-founder, product designer, researcher
tools
mural, procreate,
wix e-commerce
project type
business design & got-to-omarket
team
Aneri Chouhan
(co-founder)
skills
Business design
Go to market
Design research
Strategy
Experience design
Product design
Marketing & branding
skills
Business design
Go to market
Design research
Strategy
Experience design
Product design
Marketing & branding
time
2020 - 2021 (1 year) for conception & launch
role
co-founder, product designer, researcher
tools
mural, procreate,
wix e-commerce
project overview
Project Memory is a a photo album brand & company centered around memory keeping, created to empower people to preserve their memories through thoughtful curation and storytelling.
As our proof of concept, we re-imagined the traditional photo album and created Project Memory's flagship product, The Chronicle Photo Journal.
We took it to market in December 2020, and now our products are loved in 6,000+ homes and in 20+ countries (and counting!)
Project Memory
Empowering people to preserve their memories through hands-on storytelling
project type
Business design &
go-to-market
team
Aneri Chouhan (co-founder)
time
2020 - 2021 (1 year) for conception & launch
role
co-founder, product designer, researcher
tools
mural, procreate,
wix e-commerce
project type
business design & got-to-omarket
team
Aneri Chouhan
(co-founder)
skills
Business design
Go to market
Design research
Strategy
Experience design
Product design
Marketing & branding
skills
Business design
Go to market
Design research
Strategy
Experience design
Product design
Marketing & branding
time
2020 - 2021 (1 year) for conception & launch
role
co-founder, product designer, researcher
tools
mural, procreate,
wix e-commerce
project overview
Project Memory is a a photo album brand & company centered around memory keeping, created to empower people to preserve their memories through thoughtful curation and storytelling.
As our proof of concept, we re-imagined the traditional photo album and created Project Memory's flagship product, The Chronicle Photo Journal. We took it to market in December 2020, and now our products are loved in 6,000+ homes and in 20+ countries (and counting!)
Project Memory
Empowering people to preserve their memories through hands-on storytelling
project type
Business design &
go-to-market
team
Aneri Chouhan (co-founder)
time
2020 - 2021 (1 year) for conception & launch
role
co-founder, product designer, researcher
tools
mural, procreate,
wix e-commerce
project type
business design & got-to-omarket
team
Aneri Chouhan
(co-founder)
skills
Business design
Go to market
Design research
Strategy
Experience design
Product design
Marketing & branding
The problem
The problem
We take way too many photos.
With digital cameras, and unlimited cloud storage, we don't have to think twice before snapping photos - leaving us with more photos than we can handle.
With the digital clutter, accessing the meaningful memories is difficult.
Photos that capture important memories are lost - buried under screenshots and hundreds of photos that are added. Not to mention, digital photos can get lost over time!
01
02
We take way too many photos.
With digital cameras, and unlimited cloud storage, we don't have to think twice before snapping photos - leaving us with more photos than we can handle.
With the digital clutter, accessing the meaningful memories is difficult.
Photos that capture important memories are lost - buried under screenshots and hundreds of photos that are added. Not to mention, digital photos can get lost over time!
how might we empower people to
document and access their meaningful memories
in this digital age?
How might we empower people to
document and access their meaningful memories
in this digital age?
how might we empower people to
document and access their meaningful memories
in this digital age?
jump to design process
Solution
Solution
"The Chronicle Photo Journal" - an elevated photo album as beautiful as your memories
"The Chronicle Photo Journal" - an elevated photo album as beautiful as your memories
but we didn't only design a product - we designed a company that can support an experience around the product
but we didn't only design a product - we designed a company that can support an experience around the product
packaging
We included all the five senses in the packaging with complementary tea bags and an instruction card containing a playlist to support the experience beyond the product
We included all the five senses in the packaging with complementary tea bags and an instruction card containing a playlist to support the experience beyond the product
community
We built a community of like-minded people who believe in the importance of thoughtful memory keeping. We have a growing community of 4.8K people across social media platforms.
We built a community of like-minded people who believe in the importance of thoughtful memory keeping. We have a growing community of 4.8K people across social media platforms.
brand
Unlike photo albums that are mass distributed in retailers or can be found online, we established a brand voice that provided aspirational and educational content on memory keeping.
Unlike photo albums that are mass distributed in retailers or can be found online, we established a brand voice that provided aspirational and educational content on memory keeping.
we designed experiences and products that support (most) of the memory keeping journey…
we designed experiences and products that support (most) of the memory keeping journey…
Where we are now
Where we are now
Top-ranked on Etsy
For the past 3 years, we've consistently ranked as top 5 for "photo album" search results, making us one of the most prominent album on the platform
Top-ranked on Etsy
For the past 3 years, we've consistently ranked as top 5 for "photo album" search results, making us one of the most prominent album on the platform
Shipped to 25 countries
Our Chronicle Photo Journal now can be found in the homes of people in 25 countries, and all 50 states of the U.S.
Shipped to 25 countries
Our Chronicle Photo Journal now can be found in the homes
of people in 25 countries, and all 50 states of the U.S. Many of our customer base is repeat customers!
Expanded our product lines
We've since added 2 more designs for the Chronicle Photo Journal and introduced a polaroid album called The Era Photo Journal!
Expanded our product lines
We've since added 2 more designs for the Chronicle Photo Journal and introduced a polaroid album called The Era Photo Journal!
"This Chronicle Photo Journal is the perfect excuse to dive back into old memories."
"This Chronicle Photo Journal is the perfect excuse to dive back into old memories."
"I can't wait to buy more for our family to look through over the years."
"I can't wait to buy more for our family to look through over the years."
"This album is beautiful! I looked so long for the right album to put prints from our daughters newborn photoshoot in and couldn't find anything that felt right. I really like the simplicity of this design."
"This album is beautiful! I looked so long for the right album to put prints from our daughters newborn photoshoot in and couldn't find anything that felt right. I really like the simplicity of this design."
"This Chronicle Photo Journal is the perfect excuse to dive back into old memories."
"I can't wait to buy more for our family to look through over the years."
"This album is beautiful! I looked so long for the right album to put prints from our daughters newborn photoshoot in and couldn't find anything that felt right. I really like the simplicity of this design."
What people say about The Chronicle Photo Journal
What people say about The Chronicle Photo Journal
What people say about The Chronicle Photo Journal
curious? read about our design process!
(it's a lot of fun)
Design process overview
Design process overview
We followed a very design-centric approach in our journey. We started concepting in April and launched in December 2020 (9 months). We started operating as a company in January 2021.
We followed a very design-centric approach in our journey. We started concepting in April and launched in December 2020 (9 months). We started operating as a company in January 2021.
We thought about fighting the digital clutter with more technology, focused on curation and re-discovery
We thought about fighting the digital clutter with more technology, focused on curation and re-discovery
At first, we thought about a more tech-centered solution to our design problem...
At first, we thought about a more tech-centered solution to our design problem...
PHASE 1: IMAGINE
"What if we create a web and mobile app where you can create "digital albums" with a focus on curation?"
"What if we create a web and mobile app where you can create "digital albums" with a focus on curation?"
"What if we leverage the cloud to combat the possibility of losing precious photos and videos?"
"What if we leverage the cloud to combat the possibility of losing precious photos and videos?"
"What if we include a feature/service where users can print the photos in a digital album, with a physical photo album of their choice?"
"What if we include a feature/service where users can print the photos in a digital album, with a physical photo album of their choice?"
...but we eventually decided to take a more analog approach due to the following reasons:
...but we eventually decided to take a more analog approach due to the following reasons:
Google Photos and iCloud already exist. Very few companies can rival Google and Apple on consumer storage solutions. This idea is too similar to superior products that exists in the market.
It's harder to start a technology company at this moment. A technology platform would be a heavier lift for us to execute. To me, impact is all about execution - I'd rather start small and tackle part of a problem instead of not starting at all.
Behaviors associated with technology are part of the problem. Intentionality, curation, and thoughtfulness are all things that are not quite encouraged by technology, but still associated with analog products.
Google Photos and iCloud already exist. Very few companies can rival Google and Apple on consumer storage solutions. This idea is too similar to superior products that exists in the market.
It's harder to start a technology company at this moment. A technology platform would be a heavier lift for us to execute. To me, impact is all about execution - I'd rather start small and tackle part of a problem instead of not starting at all.
Behaviors associated with technology are part of the problem. Intentionality, curation, and thoughtfulness are all things that are not quite encouraged by technology, but still associated with analog products.
Maybe we can start with something as simple as reimagining the traditional photo album…
Simultaneously, we made some interesting observations in the market!
Simultaneously, we made some interesting observations in the market!
The photo album industry is fragmented
There is no leading brand in the photo album industry - they're mostly mass manufactured products with no identity
The photo album industry is fragmented
There is no leading brand in the photo album industry - they're mostly mass manufactured products with no identity
The photo album industry is "left behind"
Existing designs are stuck in the 90s - there is very little innovation in the space as people assume that we're moving online
The photo album industry is "left behind"
Existing designs are stuck in the 90s - there is very little innovation in the space as people assume that we're moving online
Parallel industries are seeing innovation
There is a rise of bullet journaling and as a result, increase in beautiful, minimalist stationary (notebooks and journals)
Parallel industries are seeing innovation
There is a rise of bullet journaling and as a result, increase in beautiful, minimalist stationary (notebooks and journals)
Maybe we can start with something as simple as reimagining the traditional photo album…
Understanding behavior around memory-keeping
Do people still print physical photos, or want to print physical photos?
If they have physical photos, how are they storing them?
How are people currently documenting memories?
Understanding product preferences
What do people look for in a photo album?
How might people use a photo album?
What would make people want to buy a photo album?
Understanding behavior around memory-keeping
Do people still print physical photos, or want to print physical photos?
If they have physical photos, how are they storing them?
How are people currently documenting memories?
Understanding product preferences
What do people look for in a photo album?
How might people use a photo album?
What would make people want to buy a photo album?
PHASE 2: RESEARCH
We started to conduct research to understand behavior around memory-keeping and product preferences
We started to conduct research to understand behavior around memory-keeping and product preferences
…at the end of the day, we need to know if our hypothesis is correct: that at some level, people still desire physical photo prints
…at the end of the day, we needed to know if our hypothesis is correct: that at some level, people still desire physical photo prints
Our research methods
Our research methods
01: surveys
Using Instagram polls, we surveyed our community on (1) if they still print photos and why, and (2) what they do to store their existing physical photos. This was a quick pulse-check activity, but very helpful in getting a general sense of user behavior.
Using Instagram polls, we surveyed our community on (1) if they still print photos and why, and (2) what they do to store their existing physical photos. This was a quick pulse-check activity, but very helpful in getting a general sense of user behavior.
02: going undercover
We hypothesized that mothers would still want to create photo albums for their children. We engaged mothers in Facebook groups to chat about how they're currently documenting their children's milestones and got really insightful responses!
We hypothesized that mothers would still want to create photo albums for their children. We engaged mothers in Facebook groups to chat about how they're currently documenting their children's milestones and got really insightful responses!
03: interviews/product reviews
We collected a variety of photo albums in the market and did interviews with potential users, asking them to review each album in a YouTube unboxing video style. From this exercise, we learned about people's product preferences and why.
We collected a variety of photo albums in the market and did interviews with potential users, asking them to review each album in a YouTube unboxing video style. From this exercise, we learned about people's product preferences and why.
There was just the two of us, so we had to be scrappy and resourceful in doing our research…
There was just the two of us, so we had to be scrappy and resourceful in doing our research…
read more about our research
This is what we learned…
With our learnings in mind, we began the design of our first product
Most people still believe in the value of printed photos for sentimental and emotional reasons
"I feel like I 'spend more time' with each memory when I'm browsing through physical photo prints."
01
Cloud photo storage solutions (e.g. Google Photos) diminish the perceived need to preserve memories
"I'm not that worried anymore that my photos are going to be lost, because everything is backed up automatically."
04
Photo albums are perceived as "old" and "outdated" by the large majority of people
"Current photo albums that I see in stores are so ugly and unappealing, like they're stuck in the 90s."
02
Camera rolls are too cluttered and not a good substitute for curated photo albums
"Sometimes I scroll through my gallery… but really I don't do it that much. It doesn't have the same feeling as going through my old photo albums."
05
Photo albums are largely associated with family and traveling, they are the most frequent use cases
"When I think of a photo album, I think of the one my family has - my childhood photo album."
03
Some people are overwhelmed with the prospect of making a physical photo album, even though there is a desire to do so
"I'm just not creative enough to make it look all nice - also selecting photos are intimidating and overwhelming."
06
This is what we learned…
Our learnings translated into the several design principles…
Our learnings translated into the several design principles…
PHASE 3: BUILD
Simplicity. There is already a lot of mental barriers surrounding "making a photo album", so we wanted to make sure the product takes the least overwhelming format possible.
Integration with the home & display qualities. To motivate people to take on the project of creating a photo album, the aesthetics of the product need to be inviting. Additionally, the product should be on display at the home to promote discoverability (we don't want our album to be collecting dust on some shelf!)
Storytelling & narrative. Our product should support and encourage people to tell stories about their lives, not just make dumps of photos. Curation and intentionality is very key.
Simplicity. There is already a lot of mental barriers surrounding "making a photo album", so we wanted to make sure the product takes the least overwhelming format possible.
Integration with the home & display qualities. To motivate people to take on the project of creating a photo album, the aesthetics of the product need to be inviting. Additionally, the product should be on display at the home to promote discoverability (we don't want our album to be collecting dust on some shelf!)
Storytelling & narrative. Our product should support and encourage people to tell stories about their lives, not just make dumps of photos. Curation and intentionality is very key.
Simplicity. There is already a lot of mental barriers surrounding "making a photo album", so we wanted to make sure the product takes the least overwhelming format possible.
Integration with the home & display qualities. To motivate people to take on the project of creating a photo album, the aesthetics of the product need to be inviting. Additionally, the product should be on display at the home to promote discoverability (we don't want our album to be collecting dust on some shelf!)
Storytelling & narrative. Our product should support and encourage people to tell stories about their lives, not just make dumps of photos. Curation and intentionality is very key.
Simplicity. There is already a lot of mental barriers surrounding "making a photo album", so we wanted to make sure the product takes the least overwhelming format possible.
Integration with the home & display qualities. To motivate people to take on the project of creating a photo album, the aesthetics of the product need to be inviting. Additionally, the product should be on display at the home to promote discoverability (we don't want our album to be collecting dust on some shelf!)
Storytelling & narrative. Our product should support and encourage people to tell stories about their lives, not just make dumps of photos. Curation and intentionality is very key.
What kind of design can:
Motivate people to intentionally document their memories for their future selves?
Make memories more discoverable and accessible?
What kind of design can:
Motivate people to intentionally document their memories for their future selves?
Make memories more discoverable and accessible?
design criteria
design criteria
We started by sketching our vision for the product. We experimented with several designs for the cover illustration and explored different color options.
After a couple of iterations, we settled on this final design that we ended up sending to our manufacturer.
We started by sketching our vision for the product. We experimented with several designs for the cover illustration and explored different color options. After a couple of iterations, we settled on this final design that we ended up sending to our manufacturer.
We started by sketching our vision for the product. We experimented with several designs for the cover illustration and explored different color options.
After a couple of iterations, we settled on this final design that we ended up sending to our manufacturer.
prototypes and samples
prototypes and samples
Our product design was done (for now), but we still needed to figure out how to position it in the market
Our product design was done (for now), but we still needed to figure out how to position it in the market
PHASE 4: LAUNCH
The mother
Wants to document family memories, especially the growth of her children
Wants to document family memories, especially the growth of her children
The traveler
Loves to go on trips and wants to to document their travel experiences
Loves to go on trips and wants to to document their travel experiences
The student
Wants to document their high school or college life to look back on
Wants to document their high school or college life to look back on
The artist
Has an affinity for creative projects and loves to try on new ways of expression
Has an affinity for creative projects and loves to try on new ways of expression
We hypothesized four personas who might be the early adopters of our concept
We hypothesized four personas who might be the early adopters of our concept
We conducted a segmented ad test on which of these personas should be targeted on our launch
We conducted a segmented ad test on which of these personas should be targeted on our launch
We launched a specific Facebook ad for each persona to test market response. Each ad has a different target audience, copy, and value propositions. We measured the response based on link clicks and email sign-ups.
We launched a specific Facebook ad for each persona to test market response. Each ad has a different target audience, copy, and value propositions. We measured the response based on link clicks and email sign-ups.
Our conclusion was to try to target mothers during launch as they have a specific, strong use case and most likely have sufficient buying power. This potential customer group is also also relatively easy to reach with digital marketing and social media campaigns.
Our conclusion was to try to target mothers during launch as they have a specific, strong use case and most likely have sufficient buying power. This potential customer group is also also relatively easy to reach with digital marketing and social media campaigns.
01 - Community building
We created an Instagram page before our product was even designed to build a community centered around memory keeping. Our content strategy was to be aspirational and educational.
01 - Community building
We created an Instagram page before our product was even designed to build a community centered around memory keeping. Our content strategy was to be aspirational and educational.
02 - Early access campaign
Our community then was able to sign up for an early access for the Chronicle, just in time for Christmas of 2020! The exclusivity and timing generated buzz and sold 30 journals ahead of our launch in January 2021.
02 - Early access campaign
Our community then was able to sign up for an early access for the Chronicle, just in time for Christmas of 2020! The exclusivity and timing generated buzz and sold 30 journals ahead of our launch in January 2021.
03 - Partnerships
After our official launch, we partnered with 10+ content creators across different niches to generate user-generated content, brand credibility, provide use-case inspiration, and build our community even further.
03 - Partnerships
After our official launch, we partnered with 10+ content creators across different niches to generate user-generated content, brand credibility, provide use-case inspiration, and build our community even further.
Our launch strategy
Our launch strategy
Read & listen more about our journey here
Read & listen more about our journey here
PHASE 5: OPERATE
My learnings and reflection
My learnings and reflection
With our learnings in mind, we began the design of our first product
Consistent baby steps can lead to big things
We started by setting a recurring 1-hour meeting every week to discuss the idea. Having low commitment but consistent touch points builds habit and momentum to get started.
01
Always ask why to uncover deeper insights
When doing interviews and surveys, remembering to ask “why” allowed us to dig deeper to uncover insights that eventually informed our product design and our market positioning.
03
Understand the limitations of research
Despite how much we planned our studies, real market results still surprised us. We needed to view the results from research as preliminary and use them as guidance for direction, but still be flexible.
02
You don't need to know everything to start
Things like supply chain, taxes, and logistics were intimidating and hindered us from even starting. Over time we learned to ask for help early and often and be okay with figuring things out as we go.
04
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@ 2023 Samantha Chandra
@ 2023 Samantha Chandra