Samsung PX

UX · Digital Commerce

Between 2020 and 2021, I spearheaded the visionary “Samsung PX” project, a transformative endeavor that reimagined the way users engage with Samsung products through a web app. As the Creative Director, I assumed a pivotal role in conceiving, designing, and overseeing the development of this immersive digital platform.


Creative Director


Leadership and Team Collaboration:

In my role as the Creative Director for the “Samsung PX” project, I provided visionary leadership across various facets, including:

  1. Conceptualization: I led the conceptualization phase, defining a clear vision for the web app. This involved identifying innovative touchpoints, setting strategic goals, and ensuring alignment with user needs.
  2. Product Design: My leadership extended to product design, where I collaborated closely with our design team to create a visually appealing and user-friendly interface. The aim was to capture the essence of the Samsung brand while delivering an intuitive user experience.
  3. User Experience (UX): The user experience was a central focus of my role. I worked to ensure that every interaction within “Samsung PX” was seamless, engaging, and intuitive, aligning with our user-centric design principles.
  4. Art Direction: Art direction played a vital role in conveying the brand’s identity and aesthetics throughout the web app. I provided art direction to ensure a cohesive and visually stunning experience.

Creative Process:

Our creative process involved several critical steps:

  1. User-Centric Design: We started by understanding the needs and preferences of our target audience. This information informed the design and functionality of “Samsung PX.”
  2. Conceptualization: The project began with defining a clear vision for the web app. This included outlining user journeys and identifying touchpoints for innovation.
  3. Design and User Interface: My role as a Creative Director included overseeing the design team in creating a visually appealing and user-friendly interface. We aimed to capture the essence of the Samsung brand while ensuring an intuitive user experience.
  4. Development and Testing: The development team worked diligently to implement the technical aspects of the project. Rigorous testing was conducted to guarantee a bug-free and responsive app.

Key Features and Innovation:

Outcomes: [SaaS Product Name] achieved remarkable results for franchises, including improved efficiency and effectiveness in ad media management, streamlined budget tracking, simplified creative asset management, and enhanced customer engagement through integrated CRM and call management features.

Key Features and Innovation:

  1. Immersive Product Interaction: “Samsung PX” leverages Web GL technology to create a highly tactile and visually stunning product interaction. Users can explore and interact with Samsung products as if they were in a physical store.
  2. Dynamic Backend: Behind the scenes, a robust and dynamic backend powers this web app. It ensures that product data is up-to-date, reviews are accessible in real-time, and the user experience remains seamless.
  3. Perceived Loading: To keep the experience feeling smooth and fast, we implemented perceived loading techniques. This gives users the perception of quick loading times, enhancing their engagement and satisfaction.
  4. Live Commerce: Users can watch live commerce events while interacting with products. This feature connects them to experts who can provide real-time insights, creating a unique and informative shopping experience.
  5. Product Comparison: “Samsung PX” allows users to compare Samsung products with those of other brands. This feature empowers customers with the information they need to make informed decisions.
  6. Product Customization: Personalization is a key aspect of the product experience. Users can customize Samsung products to their preferences, exploring different configurations and features.
  7. Seamless E-commerce Integration: The integrated e-commerce system enables users to make purchases directly within the product experience. This seamless transition from exploration to purchase enhances user satisfaction and encourages conversions.

Challenges: A project of this scale and innovation presented several challenges, including data synchronization, real-time review updates, and the seamless integration of e-commerce within the product experience. Balancing rich interactivity with a smooth user experience was also a constant focus.

Outcomes: “Samsung PX” has transformed the way users interact with Samsung products online. It has received acclaim for its immersive experience, dynamic features, and user-friendly design. The integration of live commerce, product customization, and seamless e-commerce has resulted in increased user engagement and higher conversion rates.

This project, led by my creative direction and visionary leadership, stands as a testament to innovative design, cutting-edge technology, and a user-centric approach, offering users a store-like product experience from the comfort of their devices.