Industry

E-commerce

Client

Samsung

Streamlining the Samsung Customer Journey

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Main Project Image

Main Project Image

How might we better understand our customers' purchasing and installation experience to better serve them?

Identifying consumer touchpoints, critical junctures and interruptions in the shopping cycle were key objectives of this consumer journey map. Using research, data and in-depth analysis, actionable items were identified to tackle a complex negative customer sentiment.

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The Challenge

The challenge was to address negative sentiment by mapping the customer experience from pre-purchase to post-purchase, uncovering interruptions and pain points. Our goals included segmenting customers, analyzing qualitative and quantitative data, identifying emotional and service-related pain points to improve customer perceptions and shopping experience.

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Project Gallery Image for 50% width of the screen #1

Project Gallery Image for 50% width of the screen #1

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Project Gallery Image for 50% width of the screen #2

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Design Process

As UX Lead and Research Assistant, I collaborated with data analysts and strategists, focusing on analyzing data, identifying personas, and researching touchpoints. To address negative sentiment around the shopping journey, we gathered insights on customer research patterns and interactions. Segmenting personas highlighted excitement about purchasing Samsung products alongside concerns about installation, post-purchase transparency, and third-party interactions. I mapped the customer lifecycle into Pre-Purchase, Purchase, Post-Purchase phases by aligning these with key touchpoints, including retailers, reviews, and third-party installers.

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Solution & Results

By identifying gaps in transparency and trust, we developed actionable strategies to enhance the shopping experience and build long-term brand loyalty. This research-driven approach provided deep insights into the customer journey, highlighting areas for improvement and advocating for additional studies and user interviews. The client embraced the findings, prioritizing further research and enhancements with expanded use cases. While complex issues require ongoing effort, this initiative marked a significant step forward in prioritizing the consumer and improving their experience.