Client 
Samsung is the world's largest manufacturer of mobile phones and smartphones, fuelled by the popularity of its Samsung Galaxy line of devices. The company is also a major vendor of tablet computers, particularly its Android-powered Samsung Galaxy Tab collection, and is generally regarded as pioneering the phablet market through the Samsung Galaxy Note family of devices. Samsung has been the world's largest television manufacturer since 2006, 
and the world's largest manufacturer of mobile phones since 2011.
I was contracted in October 2018 to optimise the wearable product lines through usability, awareness, and conversion.
Meet the team

During my time at Samsung, I was working in a small task force of talented people. My role was to take part in the discovery and design phase alongside a UX designer gathering information and distilling the insights. Following this, we completed internal design workshops, including the developers and collaborated on wireframes before I completed the final high fidelity screens and fully functioning prototype.
The Brief
Head office set the simple brief of improving the online experience for the range of Samsung wearable products across the UK and Italian markets. Our task force was put in place to identify issues and increase the conversion across the product range.
The Approach: Value Proposition Design
We looked at the websites and quickly understood that there were some big usability issues across the range but also that the brief needed to be redefined to achieve the biggest ROI within our 3-month deadline. We decided to look at the sales to understand where the biggest ROI would be. This allowed us to determine which elements we would be able to amend as part of a phased approach to the project.
Research: Defining the Current Landscape
We looked at the sales figures online/offline and other online/offline retailers and discovered that the Galaxy Watch had the highest demand making up 74% of all Samsung wearable sales.
We could also see that it was the product with the biggest gap between online/retailer sales as only
52% of all Galaxy Watches selling through the Samsung website. Galaxy Watch became at this point our main focus.
After the launch, the flagship wearable was losing market share to their competition and Samsung had started developing a marketing strategy to drive awareness and sales of the new
Galaxy Watch.
Redefined Brief
Optimise the Galaxy Watch journeys across Samsung UK and Samsung Italy websites and redesign the flagship PDP.
 

The Goals:
• Increase awareness and understanding of the benefits of Galaxy Watch
• Increase user engagement and retention
• Increase the conversion rate of the
Galaxy Watch on Samsung UK and Samsung Italy by 5%

Key Performance Indicators:
• Increased time spent on each page and average page view.
• Increased
“Add to Cart” interaction.
• Increased
Galaxy Watch sales through the Samsung website.
Research: Customer
In order to understand the issues customer might face on the website, we combined qualitative and quantitative data to create a picture of the customer journey.

User interviews and Guerrilla testing:

We spoke to a wide demographic of users that already own a smartwatch, use a fitness tracker or do not own either of these and are new to the wearable market. We used the Think Aloud Method to gain valuable insights into the current platform. 


Data:

• Using Adobe Analytics I created a set of Galaxy Watch funnels. This showed us the champion journeys and where the drop-offs occurred along with any behavioural trends. 
• The conversion was much higher after seeing a PDP 
• On average 2 smartwatches, PDPs were viewed before buying a product. This was a clear indicator that users were searching for product information and compare it to other smartwatches
• Samsung surfaced a lot of signposting for
Galaxy Watch but the prominent (only) CTA was "Buy Now" which bypassed the PDP. Users who interacted with these banners did not convert resulting in the banners being ineffective in conversion and providing information. 


Personas:

We created 4 personas that would help guide our designs decisions. 
Research: Content Audit 
It became apparent that the content needed restructuring. Key feature content was hard to find and the main focus
was pushing the user to purchase instead of informing the customer of the benefits they will receive after buying
this product.


Users were directed to a configurator that prompted them to select a model and buy without introducing any element of product specs or lifestyle benefits. Another important behaviour the site didn’t cater for was the ability to compare products. Comparable information on the site was scarce and there were no tools in place to enable this.
Research: Competition

We conducted competitor research to identify your competitors at an early stage and look into their strengths and weaknesses by conducting competitive analysis. One of the obvious ones is Apple with 45% of the market share (vs 11% for Samsung) in 2018.
Co-Design: Workshops 
Following research and competitive analysis, the team set about running a series of co-design workshops. This allowed for further gap analysis between research and internal opinions. Involving the whole team always proves to be a great success, increasing team synergy.

We used a few techniques within the Co-Design Phase including team sketching and paper prototyping with the output eventually being
developed into wireframes.
Design Phase 
Making designs come to life was and still is an incredible amount of fun. I created high fidelity screen flows using Sketch and build a fully functioning prototype using Invision.

The use of plugins like Sketch Measure makes the handover to developers seamless. This was then peer-reviewed and demonstrated to the moderator of the usability testing sessions, giving a clear mandate regarding what we aspire users to achieve.

View Prototype
Usability Testing 
The usability testing to evaluate the new prototype was conducted with the exact same conditions as we had tested the original site. We took the same type of people and asked the exact same questions. 

Each type of user was this time able to comfortably execute the tasks we gave them, find the information they seeked and we even had some very encouraging comments: “Is this information real? That’s cool” “This watch looks quite good, I might get it for myself”.
After each test, we conducted a closing questionnaire to measure attitude towards the product having tested the new design. 

We noticed an increase in customer understanding of the product and its benefits this improved interest in general and engagement with the content was much more apparent than previously.


As a team we prioritized the feedback as follows: 
No issues = No issues found with this functionality, feature, or page 
Lower priority = Users can work around this problem. Doesn’t affect their experience 
Medium priority = Users have difficulty but are able to find workarounds. Affects their experience 
High priority = Users are unable to use this feature. Changing this is a high priority 
Observation = Insight that has been observed but does not necessarily have an impact on usability specifically.

We implemented some of the feedback and started to develop the prototype for
A/B testing to gather quantitative data and further insights and validation on the proposed solution.  
A/B Testing 
Once complete the test will run for one month and if the numbers prove to be higher than previously, this version will be implemented on the main website and our findings will be implemented across other products in the wearables range.
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We expect to receive results at the end of February after the test has been live for 1 month.

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