We began by creating a screener survey to ensure that we interviewed individuals who were a good fit. Once we identified a group of 10 suitable participants, we formulated questions and developed a discussion guide aligned with our research goals. The interview sessions took place with a mixture of face-to-face and video interviews and the answers were collated onto a Figjam board. We recorded any interesting insights or observations and quotes from each participant and grouped them based on their similarities into an affinity map. From that map 3 themes emerged:

Keeping memories alive
Whilst most of the interviewees enjoyed the freedom of taking many digital photos they all agreed that they rarely looked at them again. Most felt that having a physical print helped them to reconnect with their special memories.

Cool and different
Some of the interviewees were excited about sharing cool and innovative ideas with their friends. They found the idea of new and creative ways to print photos quite appealing.

Sharing is caring
All the participants were active on social media and suggested additional features, such as the ability to print social media posts. They emphasised the importance of sharing photos as an integral part of their photography experience.

Overall, our research uncovered these key insights, highlighting the importance of tangible prints, the desire for unique printing options, and the value of social sharing in the world of photography.­