A learning experience
for a personalized outcome.
Working under the Group Creative Director, our team created and delivered initial concepts for a personalized, in-device retail application that would educate potential users about Samsung device features. As a result, we were awarded the opportunity to create the globally deployed retail experience app for three of Samsung’s flagship mobile device releases.
Our biggest challenge, was to design an engaging and relatable experience during the height of a global pandemic. This meant that there would be no traditional on-set photo/ video shoot, and that we would not have access to a studio to record voice over or shoot the devices for feature demonstration.
We created a modular framework and quiz based scoring system that would be used across all three devices to be launched, each skinned and modified for specific targeted demographics. For art direction and visual design, we leveraged breathtaking 3D animation and compelling stock imagery treated to suit the demographic in target.
This case study will highlight the Galaxy Note 20 Ultra and the interactive retail experience app that we created to support it.
SERVICES
CREATIVE DIRECTION
USER EXPERIENCE DESIGN
DESIGN SYSTEMS
WIREFRAMING & PROTOTYPING
CONCEPT & STORYBOARDING
ART DIRECTION & VISUAL DESIGN
STRATEGIC MARKETING
Humble Beginning
The initial flow was created the old fashioned way with multiple group working sessions to define the rough concept. Strong collaboration and a “no stone un-turned” approach, allowed us to generate ideas and constructively distill them in order to discover the most logical experience for our users.
The Prototype Build
The smooth transitioning prototype was built in Figma and developed closely with the client to ensure successful functionality. While I then developed the three unique component libraries for each of the individual devices, our strategy team developed a unique quadrant based scoring system and simple quiz logic that we could map to four different user results or ‘archetypes’.
Attracting Attention
The attractor loop is designed to stop a potential customer in their tracks, while also saving the device screen from burn in caused by static imagery. Using the soon to launch device colors and material textures, we employed simple forms in motion to evoke a feeling of high end productivity and playfulness. From scene to scene, we elude to the most prominent features of the device.
The User Journey
Upon electing to play, the user is served an intriguing A-B question set. Based on the cumulative answers given, the user is assigned to one of four predefined personality archetypes. Each archetype page has personalized language, prioritized interactive feature demonstrations, as well as the opportunity to launch native device software and explore on their own.
Archetype Discovery
As a result of the users answers, a quadrant based scoring system was implemented to assign the user to one of four predefined archetypes. Similar to the foundation of the Myers-Briggs personality test. We were then able to provide client defined key points of interest and prioritize them in a personalized way, unique to the users assigned archetype.
Prioritized Features
Direct copy, Immersive video and explosive visuals tell the story of the client defined key points of interest. Anywhere possible we launch the native device features for a more true to life experience.
Platform Integration
Once each experience was defined and built for the device, we set out to create the desktop versions and integrate them into Samsung.com. Keeping them as close to the device experience as possible, we tailored the feature exploration section to the already built product detail pages, rather than launching to native device features.
A-series Integration
With proven quiz logic and a pre-mapped system for serving prioritized features, we embarked on the A series build. With a younger target demographic and lower lower pricepoint, we developed a design system that catered to a GenZ customer. Vivid colors, playful typography and a healthy dose of emoji’s paved the way for our quiz and scoring system to adapt, utilizing emoji sliders for a more playful, social media inspired, experience.
