design
-
A redesign that enhances user experience and competitiveness, focused on intuitive navigation and captivating content.
personas
solution
Device
About
Laptop
He is a newcomer to the Bay area from China and is looking for a new TV, but does not want to pay over $1,000.
description
Samsung Re
team: aron gelineau, Fonda Carranza, Stephanie rasmussen, christine herrin, adelaide bell, seong-jik kim, bingxi li
Role: Product Designer
xiang
The navigation of the current Samsung 3D TV website is ambiguous, leaving users confused. Despite its focus on showcasing the Samsung 3D TV, the website falls short of engaging users effectively. With its lack of distinctiveness, outdated navigation icons, and limited appeal, the site struggles to differentiate itself from competitors.
problem
strategy
Device
About
Laptop
A forty-year-old, high-income, digital content fan
looks for his personal TV. He plans to hook up his
TV in his room.
robbie
newly married couple
Device
About
Laptop
A newly married couple wants to buy a SAMSUNG Full HD digital TV.
sal and greta
testing
The rest is coming soon.
sal and greta, task flow
A newly married couple wants to buy a SAMSUNG Full HD digital TV.
The husband is tech-savvy and also a video game fanatic. He is looking for a 'screen mirroring' function to play a tablet game on a big screen.
His wife really wants to see the screen in person. They decide to visit a local shop through the 'Find Locally' function.
xiang, task flow
Xiang is a newcomer to the Bay area from China and is looking for a new TV, but does not want to pay over $1,000.
His purpose is to buy an affordably priced 55" 3DTV
ideation
A comprehensive redesign plan that includes a thorough UX audit to identify pain points, simplify navigation, and create clear calls to action, modern design elements, and compelling visuals.
robbie, task flow
A forty-year-old, high-income, digital content fan looks for his personal TV. He plans to hook up his
TV in his room.
He has a 5TB personal movie archive, including 3D movies and high-definition documentaries.
He already knows the detailed specs of the TV he wants because there is one at work installed in a conference room that he uses. He is looking for a H7150 Series Smart TV.
He will add his TV to the cart to checkout.
conclusion
design
prototype
history
Samsung has been a business for over 80 years and has created and contributed to businesses that reach not only the technology world but also medicine, fashion, finance, and much more.
perception
The Samsung 3D TV website's navigation is confusing, failing to engage users effectively despite its focus on showcasing the product. Outdated navigation icons and limited appeal contribute to its struggle to stand out from competitors.
chinese newcomer
High Income Digital Content Fan
