Samsung needed help turning a brittle site into smart and flexible system. Our design had to support individual shoppers across a huge range of products — from stoves to smartphones. To figure out how, I helped lead a team of UX researchers and designers on a cross-country research tour. We used in-home interviews, usability tests, and retail shop-alongs to understand how people research, shop and buy products across the Samsung range.
Back at R/GA, we emerged from our mountain of post-it notes with a system of reusable content blocks informed by the users pain points and needs. Since it was hard to find non-smartphone products — making other shoppers feel like “second class citizens” — we created a new flattened global navigation. Since products in the same range were impossible to tell apart, we designed a new product grid focused on key differences. And we eliminated a whole section of the site, moving content showing the product in action from marketing landing pages into the main purchase flow.
Our initial launch resulted in an immediate 40% increase in conversion — it turns out the customer was right. And when a later shift in strategy made our initial building blocks too restrictive, a small team and I deconstructed them into a design system and living styleguide. This tool lets teams at both R/GA and Samsung continue to create much richer pages out of a common set of building blocks.
Check out below for images of the site and styleguide with handy notes.