After Apple discontinued its photo printing service, its exclusive printer, RR Donnelly (RRD), decided to launch its first B2C digital application to recover an anticipated $40M of declining revenues.

I collaborated with RRD’s business leaders and UX team to help the historically B2B company create a differentiated product and spin out a new direct-to-consumer business.

By analyzing the competition and discovering common consumer pain points for printing photos, I developed the market positioning, brand attributes, and product features needed for RRD’s new venture to succeed. As a result, Motif Photos quickly became a top photo application in the App Store, enjoyed by thousands of users.