Samsung Retail
2017 – 2018

preview of Samsung Retail


Samsung TV maintains a retail footprint in every Best Buy in the country. The interactive experience was showing its age – downtime was increasing, and sales staff were reporting customers didn't understand key product features. They needed a way to clarify the user experience and increase the reliability of the technology.


To start, we needed to put ourselves in the shoes of Best Buy shoppers and employees.

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

teammates doing a roleplaying exercise in front of a cardboard prototype
LARP-ing at work. We started with a basic configuration and added a post-it anytime the “salesperson” needed a visual aid for their pitch.


Throughout the project I relied on rapid physical prototyping and close collaboration with hardware and software engineers. We built and iterated on a full-scale replica of the installation at the office in order to go from paper sketch to physical experience in no time flat.

17 tvs wired together in the R/GA office
A fully-functional, technologically accurate replica of the production installation featuring 100% more cardboard and duct tape.
a sketch of buttons on paper on top of a capacitive circuit board
By laying paper over capacitive button boards, I was able to rapidly validate physical interface ideas for each element of the experience.
interacting with a printed interface on top of circuit boards
Our prototyping inspired the production solution. By laying printed vinyl “interface” over the installation in-store, our team could literally 'ship' updates to the physical interface by mail without incurring any downtime.


Creating a fully networked platform meant it 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.

the homepage of the dashboard
The home view gives a high-level overview of key metrics. Is it broken? Is it drawing shoppers in?
the dashboard page for an individual store
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.
the dashboard page showing the performance of different promotional content
The analytics screen lets marketers know which product features and content are the most engaging to shoppers.
dashboard page showing a scheduled piece of promotional content
An integrated CMS lets the Samsung team schedule updates to promotional content playing on the TVs in real-time.


After rolling out nationwide, our system maintained a 98% average uptime rate, and consumer surveys indicated a 200% increase in understanding of key product features year over year.


  • Shank Raval 👉 Creative Director
  • Liz Watts 👉 Producer
  • Kai Tier 👉 Dev Lead
  • Jodha Kandola 👉 QA Lead
  • James Dick 👉 Video Lea