Samsung TV Configurator

Our team was tasked to design the TV configurator on Samsung.com based off our previous design for Samsung's phone configurator. This encompasses both UI style changes and interaction changes. We also updated the user flows to streamline the TV decision process for our customers.

With analytics data collected from user researcher, we reassessed our business goals and customer needs to create an intuitive TV purchasing process that aligned with our eCommerce goals. This included building out multiple user flow combinations using Excel, prior to the design phase, to ensure ease of use for consumers. Once we felt like we had a solid understanding of our users, we began to create the new flows and UI.

Our challenge was to understand what information users needed to be comfortable with purchasing the selected TVs once a customer entered the TV configurator. My designers created a linear flow, where our customers would continue moving forward though the steps. If they changed their mind at any point in the process, we included the option to navigate back to individual steps and quickly change their decision. I provided documentation to justify each step included in the configurator.

Based on the user data and site analytics collected, in accordance with business decisions from leadership, we finalized the flow for the TV configurator and able to launch the project on time.

We worked with multiple product managers, merchandising, and business stakeholders to design the purchasing experience. There were two main goals:
- Product Managers: create a streamline process to buy a new TV
- Design Team: create an experience that educates our customers and enable them to make a successful purchase

This configurator has evolved since originally launched, but the initial work done increased conversions by 30% over the previous purchasing path.