Samsung Global

Challenge

Global redesign, re-platform, and design system overhaul for Samsung. Reposition Samsung’s e-commerce site as a shopping destination offering more content, radical personalization, and flexibility across various lines of businesses and products. Evolve their first digital design system for sites into a modern tool with new and improved global reach, cross-business integration, and collaboration.

Role

Associate Creative Director from pitch to a global launch. I managed the design teams in multiple time zones and continents. We executed the UX, a fully re-imagined redesign, integrated design system, and all major templates. My team worked closely with Samsung's in-house creative team to establish new functionality based on a global strategy, data, and user research.

Project Details

Date: 2020 | Role: Associate Creative Director | Scope: Global | Agency: Razorfish | Collaborators: Samsung's internal agency Cheil and Duotone.

Mobile Designs

Samsung's innovative portable devices include foldable smartphones and various screen sizes. The design system and all the modules were built and designed mobile-first from the ground up.

Desktop Designs

Product Family

When you have a robust product offering, such as Samsung's Mobile or Home Appliances, you will have supergroupings of products. These are the Family pages, the one-stop shop for all the product categories within the family. It's a strategic opportunity for storytelling and mid-funnel content.

Product Category

Customers getting closer can discover a range of products on the Category pages. Narrowing your search can take time, but similar to the Family pages, you can still market products in the mid-funnel, while the strategy and UX also provide wayfinding and additional ways to discover.