ibi™
With an elegant wireless design and an intuitive user experience, ibi™ centralized, organized, and shared media seamlessly—combining the benefits of physical storage with the simplicity of modern cloud solutions.
Clients
Western Digital
Roles
Product
Platform
Mobile, Web, Desktop, Cloud, HW
About
A Media-First Approach to Personal Storage
Consumer insights revealed a growing demand for approachable, media-focused storage solutions. ibi™ was born to address this need, targeting families who wanted the convenience of cloud-like capabilities without the recurring costs. By centralizing photos and videos from multiple devices and enabling private and public sharing, ibi™ created a unique value proposition in the storage market.
Challenge
Designing for the Media-Driven, Cloud-Cautious Consumer
Our research identified three segments of media storage users: those combining physical and cloud storage, those relying exclusively on physical storage, and those fully invested in the cloud. For ibi™, we focused on the first two groups—consumers looking to avoid recurring cloud costs while maintaining seamless workflows for backing up, organizing, and sharing personal media. The challenge was to create a product that balanced simplicity with robust functionality to appeal to non-technical users.
Goal
Make Media Management Effortless and Engaging
Our goal was to develop a product that allowed users to easily ingest, organize, and share photos and videos, while offering a private and secure alternative to cloud storage. The ibi™ solution needed to be intuitive enough for non-tech-savvy users and attractive enough to integrate into their living spaces. By leveraging insights from photo apps and media-first cloud platforms, ibi™ set out to make media consumption and sharing truly effortless.
Result
A Game-Changing Storage Solution
Launched in 2019, ibi™ was a success on multiple fronts. It showcased WD’s ability to create approachable, consumer-friendly storage products, bridging the gap between physical and cloud storage. Built on the same software stack as My Cloud Home, ibi™ reinforced the importance of a common platform for future product development. The product resonated with non-tech users, offering an elegant, wireless design and intuitive setup and use. ibi™ proved that WD could deliver a media-focused storage solution that met the needs of families, paving the way for innovation in personal storage.
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