About
A South Korean multinational electronics corporation headquartered in the Yeongtong District of Suwon that produces Smartphones, TVs, Audio equipment, Appliances, Tablets and computing.
Problem Statement
A lot of Samsung fans want a delightful shopping experience when shopping for Samsung's new and existing Products including Smartphones, Tablets, Televisions, Fridges, etc on the Samsung Website and/or Mobile App.
We will know this to be true when Samsung provides a potential platform to do so.
Goal
To provide a digital solution from Samsung that brings all Users a feel-good experience while using the application. I redesigned the website and Mobile App that allows quick and easy purchasing with fewer click actions.
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My Role
UX Designer & Researcher
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Duration
10 months
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Tools
Figma, Adobe XD, Figjam, & Survey Monkey
Discover
The First phase of the project was the discovery where I conducted a competitive analyses to understand Samsung’s competitors on their approach and how it will reflect on my design decision. Then I took Qualitative and Quantitative data from the Users through Interviews and Surveys.
Competitive SWOT Analysis
User Surveys
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Question Count
10
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Participant count
7
User interviews
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Question Count
8
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Participant count
4
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Duration
30 minutes per participant
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Conducted on
July 2022
2. Define
After Conducting User research I defined their data by creating Affinity maps, Persona, and Journey Maps.
Affinity Mapping
Persona
Journey Map
3. Ideate
Next phase was to overcome the challenges and formulate solutions to overcome to challenges with card sorting, user flows, and information architecture
Card sort
User flow
Information Architecture
4. Design
After Creating the User flows and Information Architecture from card sorting, I translated them with creating the wireframes, mockups, and prototypes.
Low Fidelity wireframes
Web
Mobile
High Fidelity Mockups
Web
Website Comparison between Original Vs My Idea
Mobile
Mobile Comparison between Original Vs My Idea
5. Test
The final phase in this project was testing the mockups and prototypes with potential users to evaluate their behavior and thoughts and how it reflected on my reiterating my design decisions.
Usability Testing
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Participant count
9
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Duration
20 minutes per participant
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Conducted on
Feb 2023
Result 1 (Searching for a product)
60% of the participants were confused about the dropdown option, most importantly with the 'Departments' option, which is why I decided to change it from 'Departments' to 'Shop'
Result 2 (Filter options)
Majority of the feedback relied on the filter option being closed as opening and closing it was a hassle for them so I decided to leave the filter option Open.
Result 3 (Check out experience)
75% of the participants didn't know how long the process takes so I decided to add a Progress tracker to let the User know what steps they will take when processing orders.
Result 4 (Payment options)
For Payment Options a lot of the Users had preferred payment methods rather than just their Card information
Final Web Mockups
Protoype Link
Final Mobile Mockups
Conclusion
I enjoyed this project so much as I grew up around Samsung Products and my Father was a Vice President of Samsung Sales and Marketing. I hope that one day I can make a difference in Samsung by providing them with a User-friendly and easy-to-use platform where Samsung fans can start interacting with the Samsung website and mobile app.