SAMSUNG 4K TV
A TV set with 4K resolution. In other words, the TV has about 8.3 million pixels. Those pixels make up a resolution, the tiny dots you see on your screen when you look at your TV real close. In 4K, the dots are very densely packed and gives off an overall more vivid and much better image quality.
Timeline
2 Months
Role
UI/ UX Design, Surveyor, Prototype
Tools
Figma, Miro
OVERVIEW
WHY REDESIGNED?
Samsung has been around for a while now, and having a stellar website that is up-to-date is one of the most important things a company has to maintain. The purpose of this is none other than to increase sales and brand exposure, through a better and much-improved User Experience. Additionally, we want to create a more enhanced and on-brand User Interface to increase the overall shopping experience.
REDESIGN GOALS
Product
Create a better IA (Information Architecture) strategy, functionality, content, UI/UX and design quality.
Marketing
Optimize SEO and implement third-party advertising platforms, to increase brand exposure.
Technical
We would like to decrease the time to load, decrease the percentage of the customer’s bounce rate, and add responsiveness to the website to improve the shopping experience on multiple devices.
Long-term
Increase page traffic and rate of reach to new customers, and keep customers coming back as time goes.
REDESIGN GOALS
Product
Create a better IA (Information Architecture) strategy, functionality, content, UI/UX and design quality.
Marketing
Optimize SEO and implement third-party advertising platforms, to increase brand exposure.
Technical
We would like to decrease the time to load, decrease the percentage of the customer’s bounce rate, and add responsiveness to the website to improve the shopping experience on multiple devices.
Long-term
Increase page traffic and rate of reach to new customers, and keep customers coming back as time goes.
PERCEPTION | TONE | GUIDELINES
PERCEPTION | TONE
How does the audience feel about the current site?
Samsung creates and sells numerous amount of products. They try to appeal to every demographic by creating many variations of the same product. No matter what your needs, budget, and technical knowledge are, you’ll be able to find something that suits you perfectly. However with so many similar-looking products, and poor sorting and comparison tools; the task of browsing the product that users want becomes a tedious one.
How should the audience feel about the current site?
When the users go to the website, they should think of Samsung as a professional, reliable brand. When using the website, they should be able to easily find the products they want. When they browse each product, they can clearly understand the appearance, performance, and other characteristics of the product that can attract them to buy the product. When they want to make a purchase, they can easily know where to click at every step.
How will this new website help to achieve this goal?
The new site should have a clean navigation bar. The current navigation bar is too long, we can use the drop-down menu to reduce the current navigation bar. To give the users a clear realization of where they are, use breadcrumbs at the nav bar. While maintaining the effectiveness of the site, it allows users to understand the website in less reading time. For usability, the clickable parts should be in a clearer guiding language.
GUIDELINES
PERCEPTION | TONE | GUIDELINES
COMPETITIVE ANALYSIS
STATISTICS
In 2020, Samsung remained the most popular smart TV brand among U.S. households, with a steady share of 32 percent. Alcatel/TCL and Vizio rounded out the top of the list, with 14 and 13 percent market shares, respectively.
With a market share of over 20%, Samsung has been the world’s largest TV manufacturer since 2006.
Share of smart TVs in U.S. households during the month of April from 2017 to 2020
COMPETITIVE ANALYSIS
DIRECT COMPETITORS
+ Brand Strengths
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Sony is one of the leading TV manufacturing companies in the world and makes up close to 7% of the market.
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Sony focuses on innovation and technological advancements to improve the viewer’s overall experience.
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Sony’s website design is exceptional and has a high level of usability.
- Brand Weakness
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Sony has multiple websites with different URLs. It was difficult to locate the page for TVs.
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The website does not have a breadcrumb trail.
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Brand products are more on the expensive side.
+ Brand Strengths
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LG is the second-largest TV manufacturer in the world, accounting for about 12% of the market.
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LG website has great site taxonomy. The site has a high level of usability.
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The company offers a wide range of OLED TVs, UHD TVs, super UHD TVs, smart TVs, and LED TVs.
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LG has been a pioneer in the innovation of new technologies.
- Brand Weakness
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LG's Website is a bit cluttered and does not use whitespace effectively.
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The website is also very information heavy.
+ Brand Strengths
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Insignia products are designed to be dependable and affordable to the average consumer.
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The website has great site taxonomy and leaves a breadcrumb trail for the user.
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Insignia offers a handful of different types of television.
- Brand Weakness
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The website has a very boring design.
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Brand products are only offered through one retailer, Best Buy.
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The website takes a while to load properly.
COMPETITIVE ANALYSIS
COMPETITIVE MATRIX
TARGET AUDIENCE
Samsung's 4k TV target demographic is persons between the ages of 20 and 45 who are interested in the newest technological developments. They are heavily influenced by television and internet media, and they are particularly interested in local TV programs and celebrities and their aspirational lives.
Specifically, Samsung's 4k TV target audience will have a need for a better result of their television image quality with the latest technology and excellent design. Therefore, they can use their TVs to enjoy one of the finest qualities in movies, gaming, videos, and so on. And many of the Target audience will come from consumers who have experienced and appreciate Samsung's design philosophy or consumers who have never used Samsung's products but are attracted by its design and latest product features.
TASK FLOWS
TASK FLOW1
The Undecided Buyer
The user is undecided on which 4k television will fit her needs, so she compares several different models to help her make a decision.
TASK FLOW2
TASK FLOWS
The Perfectionist
The user wants to ensure that his new television will look good above his fireplace, so he uses the “View in Your Room” augmented reality function to view the television in his home.
TASK FLOWS
TASK FLOW3
The Impatient Buyer
The user wants to buy the QN800A Smart TV and have it delivered the next day to her home.
SITEMAP
LOW-FIDELITY WIREFRAMES
DESKTOP
LOW-FIDELITY WIREFRAMES
TABLET
LOW-FIDELITY WIREFRAMES
MOBILE
HIGH-FIDELITY
DESKTOP
HIGH-FIDELITY
TABLET
HIGH-FIDELITY
MOBILE
USABILITY TESTING PLAN: PHASE ONE
USABILITY PLAN
Compare 2 TV specs
User scenario: Let’s imagine your name is Lauren and you want to buy a TV for your living room after you browsed many TVs, you decided to compare two different TVs.
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Take a look at this. What do you think this feature is?
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Do you compare two different items?
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If anything at all, what stands out for you? Why does it stand out?
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How do you feel about it?
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Let’s imagine that you changed your mind and decide to choose a different TV for your second comparison, what would you do?
Goals
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Allow customers to narrow down the products.
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Engage customers to purchase the products they actually need.
USABILITY TESTING PLAN: PHASE TWO
USABILITY PLAN
Use AR mode to place the TV in their real home
User scenario: Let’s imagine your name is Sam and you want to buy a TV for your living room after you chose the TV that you want to buy, you want to place the TV in your living room virtually.
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Take a look at this. What do you think this feature is?
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When you purchase the big product, do you measure it?
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What do you do if it doesn’t fit in your room after you purchased it?
Goals
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Inspire and engage customers to purchase the products.
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Provide a delightful, convenient, and quick way to shop the products.
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Help customers to discover new products.
USABILITY TESTING PLAN: PHASE THREE
USABILITY PLAN
Place an order
User scenario: Let’s imagine your name is Samantha and you chose the QN800A Smart TV and want it delivered the next day to your home.
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What is your general thought about the delivery date?
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What made you purchase the item immediately after browsing?
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What is your general purchasing process?
Goals
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Engage customers to purchase the products smoothly.
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Provide an easy purchasing process.
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Provide an easy browsing journey.
USABILITY TESTING PLAN: KIP TESTING
USABILITY PLAN
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Talk to me briefly about what you did.
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What did you think about it?
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What was easy for you? What was difficult for you?
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Overall, how was your experience with the task?
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If anything at all, how can we improve the features to make it easier for you?
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Where do you enjoy shopping the most? Please pick your favorite e-commerce that you like shopping with.
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The following questions are based on how likely you are on a scale of 1-10:
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How likely will you recommend the new design to a friend or family?
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How likely are you to purchase through the new design if you are satisfied with the item and its price?
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Based on your experience with the new design, please rate the following statements:
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I found the new design easy to use.
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I found that the new design includes more user-friendly functions.
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IMPROVEMENT
USABILITY PLAN
Customer Feedback
Ease of Use: +24%
Visual Appeal: +72%
Likelihood to Recommend: +53%
Likelihood to Purchase: +42%
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Like being able to see the availability of sizes (AR)
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The right amount of information
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Feels more true/real sizes
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Build trust
Current TV market and Samsung’s positioning
According to industry research organization Omdia, in the sales revenue from January to March 2021, Samsung accounted for 32.9% of the global TV market, the largest share in the first quarter. It is closely followed by South Korean rival, LG Electronics (accounting for 19.2%), and Sony Corporation of Japan (accounting for 8%).
MARKETING STRATEGY
MARKETING PLAN
The development of TV market has been changing and improving rapidly, and 4K TVs have become more popular and affordable. In addition, with the recent new generation of gaming consoles, the demand for 4K TVs is greater than ever before. Therefore, the marketing strategy will provide detail on connecting the product to the current market environment and attracting more customers.
Core Marketing Concepts
1. Focus on what customers need and create campaigns based on it.
2. Highlight the gaming console capabilities with 4K TV technology.
3. Continuously promote the products on major social media platforms.
4. Keep abreast of competitor trends.
MARKETING STRATEGY
MARKETING STRATEGY
High-end TV market
In the high-end TV market, Samsung has a market share of 46.6% in the TV market priced above US$2,500. In the Internet era, the high-end TV market has become more important as a high-end TV provides a totally different experience than regular TVs or monitors. And large-size high-end TVs are well-recognized in the global market currently. Therefore, while increasing the sales volume of Samsung 4k TVs, it is also necessary to further improve the quality and increase the unit price and the proportion of high-end product lines. And this may be a new direction for future TV market development.
CONCLUSION
I believe that our team has strong, strategic ideas to create not only a lasting impression to targeted buyers but also promoting the long-term growth of the website.
Users would get the message that innovating technology by Samsung 4k TV changes their life in all aspects. They should feel excited and agitated to try the new features, thinking about the wonderful experience with 4K TV while they are watching gaming streams, playing with friends, or even working out following videos on 4K TV.