AGENCY
Cheil Worldwide

ROLE
Main Designer

OVERVIEW
Explore is a dedicated section on the Samsung Home website designed to guide users through their buying journey with authentic, lifestyle driven content. Focused on providing real value without any paid promotions or social media integrations, it offers Gen Z and Millennial audiences a curated space to discover genuine articles and insights. Through relevant search topics like Photography, Food & Home, Entertainment, and Brand, users can explore content that aligns with Samsung's products and values, helping them make informed decisions and connect with the brand on a deeper level.

GOAL
This redesign for Samsung Explore centered around improving overall user experience and building upon Explore’s identity while increase traffic and sales to product pages to positively impact users buying journey
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PROBLEM
No User Journey
Users are uncertain about the purpose of the page and struggle to understand what content is available due to unclear messaging the website gives. While there is some organic traffic driven by keyword search, users still find it difficult to know what terms to search for or how to effectively navigate the site.

Weak Brand Identity
The overall visual design and layout of the content do not align with the Explore brand, nor do they clearly reflect Samsung's brand identity, leading to confusion about the platform’s purpose. This lack of alignment also makes it harder for Explore to stand out from competitors in the market.

How can we enhance the imagery, content, and user interactions on Explore to better align with the Samsung brand, stand out from competitors, and simplify content discovery for users?

The Explore page was limited by being overly simplified, which created confusion for users. Despite being associated with a strong brand like Samsung, the page failed to clearly communicate its purpose or guide users on how to engage with it. The goal of Explore is to help users organically discover Samsung products and seamlessly integrate them into their everyday lives. This discovery driven approach resonates especially well with our target audience, who prefer authentic, engaging experiences and are more likely to purchase products they feel they’ve "discovered."

To enhance the user experience and boost engagement, it was important to expand the Explore page’s content structure by introducing more interactive elements and touchpoints. This provided users with more context for each product and guided them through the discovery process, making it easier to understand how Samsung’s offerings met their needs. By creating a more dynamic, user-centric page, we clarified its purpose, deepened users’ connection to the Samsung brand, and empowered them in their product journey. As a result, users felt more confident, leading to greater retention, trust, and higher conversion rates. These improvements not only drove product interest but also strengthened brand affinity, positioning Samsung as a valuable resource that naturally differentiated itself from competitors in a meaningful, non-intrusive way.
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The Explore page should integrate Samsung's products in a way that feels natural and non-intrusive, prioritizing an informative, learning-focused experience. By curating content meticulously, we can create a space that encourages discovery without overwhelming users with direct advertising. The key is to subtly incorporate product pages into the content, particularly by highlighting products that correlate with the topics of each article. Since user retention tends to be highest at the top of the page, placing relevant products there ensures they are seen in the right context, driving engagement without feeling like a hard sell.

By tailoring product recommendations based on the type of content users engage with, we can ensure the products feel relevant to their interests. This seamless integration helps guide users toward product pages in a way that feels natural and non-disruptive, ultimately driving more traffic to those pages and increasing overall sales. This approach creates a balanced user experience that blends valuable information with product discovery, fostering a deeper connection with the Samsung brand while avoiding the perception of overt advertising.

I created high fidelity models to showcase the final product layouts and adhere to brand guidelines, effectively presenting the enhanced Explore experience in detail.

EXPLORE RESULTS
The Explore project boosted user engagement and product discovery by reorganizing content and integrating relevant Samsung products. This increased page interaction, drove more traffic to product pages, and boosted sales.
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WHAT I LEARNED
Throughout this project, I learned the importance of understanding stakeholder needs and balancing them with user requirements to create an optimal solution. As the lead designer, I worked independently while maintaining strong communication with my project manager to develop creative solutions that aligned with our brand and goals. I also gained valuable experience in navigating technical limitations by collaborating with developers to find workarounds and ensure the final product met both user and business needs.This process strengthened my leadership skills, as I took the initiative in driving the design direction with confidence and clear reasoning. Additionally, I learned how to effectively communicate with my team, fostering collaboration to overcome obstacles and deliver a product that satisfied all stakeholders.