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

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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:

  • Disrupt the home appliance category

  • Launch Bespoke Home as a true lifestyle/cultural brand

  • Establish Samsung as the clear leader in design customization

  • Improve navigation within the Bespoke Category

  • 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:

  • Understanding data from the simulators and HA pages to inform design iterations

  • Leveraging existing components but improving the user experience

  • Developing a MVP product within time and with developer constraints

Home.jpg
Animation Carousel.jpg
Kitchen.jpg
Virtual Showroom.jpg
Refrigerator Chart.jpg

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:

  • Storytelling: Every page must have a lifestyle lens and not just focus on features.

  • Information Architecture: Bespoke Home must be the central hub while other pages are specific to each category

  • UX: Increase usability and navigation ease through data findings

  • Visual Design: Must be dynamic, inspirational and show product in use in real life situations

  • Educational: Should include relevant product details

  • 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:

  • Our users are excited about product line, but lack inspiration about how Bespoke can fit their lifestyle

  • Often our users were not aware that your could change out panels in refrigerator

  • Needed third party validation to feel confident in completing the large purchase

  • Current experience lacked product functionality and details to make educated conversion

  • Customization may feel excessive to some. Think about adding a curated collection for edge case users.

EXISTING SIGN UP FLOW

Bespoke Persona.jpg

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.

Bespoke_Home_IA.jpg

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.

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MO_Takeover.jpg
DT_HP_TakeOver_Design.jpg
MO_HP_TakeOver_Design.jpg

Samsung.com home page takeover for Bespoke Brand

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Bespoke_GNB_Live.png

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.

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Wire 2.jpg
Wire 3.jpg
Wire 4.jpg
Wire 5.jpg
Wire 6.jpg

Iterations on breadth of colors available

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Feature_Mosiac_4.jpg

Iterations on product features available

Feature_Mosiac_2.jpg
Feature_Mosiac_3.jpg

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:

  • Users were staying on pages longer because of short page length and improved components

  • Users were utilizing new navigation strategy to flow from one Bespoke page to the other

  • Conversions were up using simulator CTAs as well as increased PDP placements

  • Overall benchmarks were surpassed and clients pleased with launch