A multisensory mobile experience for the launch of the new Galaxy S23
Targeting younger audience to engage with the updated features of the new smartphone, we created a dynamic, gamified experience.
2023 UX DESIGN
Mobile Web
Interaction design
Overview
CLIENT
Samsung IMC
Time
Feb 2023
Team
6+ Crossfunctional Teams
Role
UX Designer
My Role
This was my fourth and final Samsung Galaxy product launch, where I led the experience from concept to launch.
My biggest contributions were:
Defining the end-to-end content experience for the Galaxy S23 launch.
Leading the creative direction and content strategy for the campaign website.
Designing and refining multi-sensory interactions in close collaboration with engineers to ensure a polished final experience.
Solution
Come aboard the Galaxy Express S23!
With a marketing goal to increase the product appeal, we designed a unique multi-sensory experience with the space travel concept to enhance user engagement.
Outcomes
I'd love to share more about the projects on a call!
Key Features
Feature 1 - Gamification
A game-like conversational UI for younger users.
To engage users, we leveraged game UIs, such as conversational UI and onboarding prologue, similar to the story setups often found at the beginning of games.
Feature 2 - Explorability
A linear or free storyline on your own.
Users can choose between a curated or uncurated journey during onboarding.
Feature 3 - Wowness
Stay surprised with multi-sensory Interactions
Given our target's short attention spans, we used a variety of gesture- and sensor-based interactions to keep them engaged with the new features of the S23.
Feature 4 - Sharability
Personalized souvenirs to maximize sharability
In the midst of the personalized test craze, we created a virtual souvenir to encourage young users to share their results with their friends.
Context
The Galaxy S23 is one of Samsung’s newest flagship smartphone models. For this project, we created a campaign to promote the new launch of the Galaxy S23.
Concept Development
Across 7 participants, multiple themes emerged that shaped our iterations.
Impact
Gained a significant increase in the KPIs, including conversion rates and time spent per visit on the website.
