Dramatic changes have occurred in the photo industry since the turn of the century. The disruptive innovations of digital cameras and smartphone cameras have turned the industry on its head, while giving consumers unprecedented ability to capture and share pictures anytime, anywhere. Moving focus from technology development to understanding and addressing consumer needs is critical for success in this rapidly changing landscape. Digital technology is an enabler – allowing consumers to better tell the stories behind their pictures. The My Kodak Moments smartphone app allows consumers to make photo products directly from their smartphone. Tell My Story is a new feature in the app that allows consumers to tell stories with voice and pictures. It was built through a consumer led discovery approach. This talk reviews the development of this new feature at Kodak Alaris.