The power of personalisation

Experience Design at Cheil UK

Caitlin Trigg

HUMANIZING DATA TO UNLOCK CUSTOMER INSIGHTS

Samsung had working assumptions about its target customer. But they still needed crucial information like key motivators. To fill in these gaps, we began analysing customer surveys and sales funnel data.

Next, we conducted user interviews with Wearable and S Series users to gather qualitative data and separate customers into personas.

INFORMED PERSONA CREATION

We wanted to know, what made Samsung customers unique? What did they care about most? By developing customer personas, we discovered and illustrated Samsung’s diverse customer base.

HIGH PRIORITY CUSTOMER TYPES INDENTIFIED

TRADE-INS

Incentivising Samsung customers to upgrade to a newer model by offering a discount when trading in their existing device.

SWITCHERS

Aquiring new customers from Apple.

OWNERS

Upselling and cross-selling the Samsung connected ecosystem to existing newer device owners.

Alongside the user personas, we identified three priority groups that needed to be considered.

WEBSITE EVALUATION AND OPTIMISATION

Once the personas were created we were able to conduct a task model analysis and journey audits in order to highlight areas for optimisation.

DESIGN WORKSHOPS AND A/B & USABILITY TESTING

Creative workshops delivered solutions that optimised the findings. The Galaxy Watch and S Series product pages were redesigned, changing the content and information architecture. As part of the redesign we wanted to assist complex evaluation behaviours so we created a comparison tool to allow users to compare different models

Dynamic content was designed to appear throughout the journey to tailor information for the priority customers; Switchers, Trade-ins, and Owners. This content ran through a series of A/B tests to reach maximum effectiveness.

The result of these efforts was an experience that felt much more personalised which increased engagement levels and conversion rates.

After a series of successful product launches, Samsung were releasing their new Galaxy Watch and Galaxy S Series phone. They wanted help increasing these flagship product’s sales, aiming to maintain and increase market share against strong competitors such as Apple.

To establish a more meaningful connection with their customers and potential customers Samsung wanted to optimise the Galaxy Watch and Galaxy S Series journeys across their UK and Italian platforms as well as redesign the product page.

Our goal was to make sense of sales and user data to uncover insights about Samsung’s customers.