Power to personalize with Bespoke Home
How might we inspire consumers to express their style through home appliances, while building Samsung as a lifestyle brand?
Bespoke Home is Samsung's customizable home appliance line designed to revolutionize how we personalize our living spaces. With the U.S. launch of Bespoke Home, the focus was on empowering consumers to express their personal style through vibrant, luxury appliances, while leveraging Samsung's innovation and quality.
The Challenge
Samsung had yet to position a luxury appliance line as a lifestyle brand within its ecosystem. The challenge was to seamlessly integrate Bespoke into the global navigation, create dedicated category pages, and establish a hub for consumer education and inspiration. This effort required balancing the new line's bold identity with Samsung's reputation for cutting-edge technology.
Design Process
The project began with a deep analysis of customer habits, conversion metrics, and usability opportunities. I developed a comprehensive site map to integrate the e-commerce line into Samsung’s architecture. From there, I designed user flows and wireframes with interactive components that enhanced usability. Collaboration with the brand team shaped the look and feel, video direction, and storytelling within the layouts. Rigorous QA testing followed, ensuring all designs met functional and aesthetic standards.
Solution & Metrics
The Bespoke line, prominently featured in the global navigation, drove significant traffic, with 1/3 of all Samsung.com visits directed to Bespoke Home. The redesigned pages, featuring shorter lengths and improved interactivity, kept users engaged longer and boosted conversion rates. This scalable platform enabled future product additions without compromising the user experience. The Bespoke launch contributed to a 66% growth in Samsung Digital Appliances revenue, surpassing sales targets by 2%, reaching $496M.
