Samsung

I led my team of designers to reimagine the Samsung Shop app.
Inspired by how we define “Premium” for UX, I crafted the

UX strategy/principles & directed all UX from early
sketches to advanced prototypes. Worked closely with
leadership & Product during entire process.

Unpacking what “premium” means as a
cross-functional team. Turning those insights
into an actionable direction for an elevated
Samsung Shop App experience.

I designed and facilitated a cross-functional workshop to unpack
and understand what “premium” means in the context of UX.
This was important as it led to actionable strategy/direction
that our designers used to reimagine the app.

Challenges

If an app is aspires to feel “premium”, how can we express
that via actionable design direction?

How can the unpacking of “premium” be merged with known
UX pain points to inform UX principles?

How can give “Offers”, a high traffic section of the app,
a more contextual home across the app?

How can we reimagine the cheapened perception of too many
promotions & sales (Offers) into a more tasteful approach?

Goals

Create a more rhythmic, varied browse journey.
Avoiding repetitive carousels.

Personalizing the user’s experience, presenting more
of what they’re likely interested in.

Visual appeal. Making the app feel like an app, not mobile web.

Reimagining the “Offers” tab in order to make the experience
feel more premium. Avoiding a perception of cheapness.

Process

User Centered Design

Through several iterations and multiple rounds of user testing (UCD),
we were able to reach a design which resonated with users and proved
to be the stronger solution.

The research team also conducted competitive biometric testing
to analyze the emotional side of the experience. This revealed
where the emotional spikes happened for users in the experience.

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My Role
UX Director

Design Disciplines Covered
UI, UX, Motion, Copywriting

Platforms
Mobile

Design Principles

Informed by UX Pain Points & “Premium” Workshop
We synthesized key UX pain points along with insights
from the workshop to create Design Principles.