TV Retail Experience

Samsung Television maintains a retail footprint in retail stores across the country. The interactive experience was showing its age – it was breaking more and sales associates were reporting customers didn’t understand key product features. They needed a way to increase the reliability of the technology and clarify the user experience.

After observing sales staff in the field, I led the team in role-playing exercises to understand the spatial and interaction needs of salespeople and customers on the floor. We learned that flatter interactions were best and that getting to some critical information fast was more important than getting to all the information.

Relying on rapid physical prototyping and close collaboration with hardware and software engineers, we created a networked system of installations which could be monitored and administered remotely. I designed a dashboard that, for the first time ever, let the Samsung team learn from and improve the experience in real time.

  • 2x consumer understanding
  • 96% average uptime
team working with a paper store mockup
Fig 01

We started with a basic paper mockup and ran roleplaying exercises to understand the needs of the audience. We added a post-it anytime the “salesperson” needed a visual aid for their pitch.

test pad in the RGA offices
Fig 02

To be able to iterate with the correct context, I helped build a fully-functional, technologically accurate replica of the production installation. Featuring 100% more cardboard and duct tape.

a paper prototype
Fig 03

By laying paper over capacitive button boards, I was able to rapidly validate physical interface ideas for each element of the experience. This inspired the production solution of laying printed vinyl “interface” over the installation in-store.

dashboard homescreen
Fig 04

The dashboard home view gives a high-level overview of key metrics. Is it broken? Is it drawing shoppers in?

dashboard screen showing one store's status
Fig 05

Each store in the network has its own status page. It shows historic uptime, real-time status, and a log of errors with the time they went unfixed.

dashboard screen showing content performance
Fig 06

The analytics screen lets marketers know which product features and content are the most engaging to shoppers.

cms interface for scheduling content
Fig 07

The integrated content management system lets the Samsung team schedule and send content updates to the TVs in real-time.