MY ROLE
Sunny Lee - UX Designer

DURATION
8 months

CLIENT
SAMSUNG Electronics America

TOOLS
Sketch, Zeplin, Abstract, InVision, Omnigraffle, UserTesting.com, Adobe Analytics, Pen & Paper, Post-Its, Whiteboard, Keynote.

PLATFORM
Website, North America

OVERVIEW

Samsung’s 2019 internal mobile market research report warned that failure to engage Gen Z and Millennial consumers within six years could result in market displacement by Chinese competitors such as Huawei and Xiaomi.

THE APPROACH

Our design team was tasked with synthesizing market research to refine e-commerce services and enhance brand connection with younger audiences.

INITIAL FINDINGS

MILLENNIALS
Experienced economic fluctuation, prioritizing experiences over material goods. They generally support brands aligned with their values and tend to save for higher-quality purchases.

GENERATION Z
Grew up during economic uncertainty, leading to a pragmatic approach to spending. They tend to seek uniqueness while prioritizing practical, frequent purchases.

EXISTING SITE

Over the past decade, the platform had functioned as an e-commerce hub for consumers, small businesses, and vendor relations. However, it had become cluttered with overlapping and occasionally inconsistent services and features.

User testing revealed inefficiencies, with customers taking 45–80 seconds to locate essential services such as phone diagnostics, repair estimates, or scheduling.

THE VISION

To maintain its luxury brand reputation and enhance user experience, we recommended consolidating and simplifying services while adopting a customer-centric approach. Personalizing the platform would strengthen brand loyalty among younger consumers.

Each product addition was an opportunity to reinforce Samsung’s brand ethos. We highlighted owned products, provided contextual software updates, backup plans, warranty details, and prioritized repair and support services.

NEXT STEPS

• Following stakeholder approval, we developed a roadmap spanning three fiscal quarters. During discussions with our development team in Chennai, we discovered their parallel initiative to migrate development languages, aligning with our interaction and design goals. However, this transition required significant effort and additional sprints.

• To ensure a seamless implementation, we adopted a phased approach, extending over two years to allow for proper oversight and execution.

CASE STUDIES