Samsung Bespoke Home
Bespoke Home is a customizable home appliance line set to disrupt the way we express ourselves in our homes. Launching Samsung's first Bespoke Home in the United States, we focused on the power to personalize through self expression and personal style with colorful home appliances, all with the power of Samsung.
Role
UX Lead
Client
Samsung
Firm
Razorfish
Duration
12 weeks
Team
Designer: Samuel Stringer-Hye
Product Manager: Jayna Hancock
Data Analyst: Sarah Hulsmann
Copy: Rusty Boyer, Anna Mejia
Service
Service
Service
Service
How might we inspire consumers to express their style through home appliances, while building Samsung as a lifestyle brand?
Service
High fidelity prototypes by Samuel Stringer-Hye
MY ROLE
UX Lead
As UX Lead, I partnered with data analysts, strategists and our creative director to define the vision for the Bespoke Home ecosystem. My role specifically was creating wire frames and user journeys for Bespoke Home, Kitchen and Refrigerator pages.
THE CHALLENGE
To inspire and empower users to express their personal style through the Bespoke Home product line.
The Bespoke experience was expanding to additional colorways, models and appliances to complete the total home. Our challenge was to portray Samsung, a company known mostly for innovation, as a lifestyle leader for the modern millennial family.
Our high level goals were to:
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Disrupt the home appliance category
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Launch Bespoke Home as a true lifestyle/cultural brand
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Establish Samsung as the clear leader in design customization
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Improve navigation within the Bespoke Category
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Increase the ability to shop while providing more inspiration
THE SOLUTION
A cohesive and inspirational experience
Setting out to shift the consumer mindset to “step outside the stainless-steel box”, we integrated moments of lifestyle narrative, inspiration and self expression throughout three new pages with new colorways and stylized photography. We improved user experience by identifying happy path user flows, increased usability and informing design through data findings.
Our immediate challenges were:
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Understanding data from the simulators and HA pages to inform design iterations
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Leveraging existing components but improving the user experience
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Developing a MVP product within time and with developer constraints
Early wireframes
BUSINESS OBJECTIVES
Establish Samsung as the clear leader in design customization
Samsung’s known as the leader in innovation, but lesser known for its customization. Our challenge was to shift the mindset of the consumer while launching Bespoke Home as a true lifestyle brand. Our quantitative kpi’s varied from visits, continuation rate and order rate, all fed into continuous monitoring after launch.
DESIGN OBJECTIVES
Top priorities
Our design objectives guided us through everything from ux design to visual design. With clear and distinct focus, we were able to target our process with these key guardrails in place.
Established guardrails were:
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Storytelling: Every page must have a lifestyle lens and not just focus on features.
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Information Architecture: Bespoke Home must be the central hub while other pages are specific to each category
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UX: Increase usability and navigation ease through data findings
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Visual Design: Must be dynamic, inspirational and show product in use in real life situations
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Educational: Should include relevant product details
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Third Party Validation: Must include community/influencers and user generated reviews to solidify conversion
INSIGHTS & USER RESEARCH
Informing design through data
We gathered data that informed us on our shopper’s habits, components that performed best/worst, what type of traffic was being directed to our pages and more. We also created personas for the “modern millennial family”, Samsung’s target market.
User insights:
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Our users are excited about product line, but lack inspiration about how Bespoke can fit their lifestyle
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Often our users were not aware that your could change out panels in refrigerator
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Needed third party validation to feel confident in completing the large purchase
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Current experience lacked product functionality and details to make educated conversion
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Customization may feel excessive to some. Think about adding a curated collection for edge case users.
EXISTING SIGN UP FLOW
Design enthusiast persona which informed the Bespoke experience
INFORMATION ARCHITECTURE
Integration of Bespoke into the Samsung universe
Incorporating the product line into the Home Appliance ecosystem required deep strategy, especially since we knew it would be growing in the future. Documenting information architecture, content and model assignments and user flows between pages became critical to express to our stakeholders and our development partners. This created an efficient and streamlined way of working.
DISCOVERABILITY
Finding Bespoke as a new brand
Cross marketing our new product line on similar category pages, home page placements and addition to the global navigation bar was all critical in aiding users to discover Samsung’s biggest business priority for 2022, Bespoke.
Samsung.com home page takeover for Bespoke Brand
Samsung.com global navigation bar Bespoke architecture
DESIGN PROCESS
Collaboration and iteration
During the design process, collaboration was critical between the lead designer and myself. Multiple iterations of wireframes occurred to achieve optimal content strategy and lifestyle narrative while balancing engagement metrics. We pushed our existing design patterns to achieve new desired outcomes and increase interactivity throughout the page. Once we arrived on our mvp solution for these interactive components, we delivered documentation to the development team.
Iterations on breadth of colors available
Iterations on product features available
QA & TESTING
Product launch
Our testing included multiple rounds of QA via Jira/Confluence tables and cross checks by the team. In partnership with our Samsung developers, we launched a staging site which was tested for usability and compatibility across devices.
CONCLUSION
Exceeding benchmarks
Overall we exceeded our targets, by surpassing three of our performance indicators, total visits, continuation rate and conversion rate.
Our results were:
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Users were staying on pages longer because of short page length and improved components
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Users were utilizing new navigation strategy to flow from one Bespoke page to the other
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Conversions were up using simulator CTAs as well as increased PDP placements
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Overall benchmarks were surpassed and clients pleased with launch
