Overview
Goals
1
Promote online preorder purchases before the official launch.
2
Create an interactive, immersive mobile experience tageting teenagers to showcase key features of the Galaxy S23.
solution
Come aboard the Galaxy Express S23!
With a marketing goal to increase the product appeal, we designed a unique multisensory experience with the space travel concept to enhance user engagement.
01/ Main Features
FEATURE 1-Conversational UI
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.
02/ Concept Development
Target Research
What are our focus areas?
We conducted user research with the client's marketing team using a diary study and survey. There were 800+ online survey participants from 12 middle and high schools.
Redifined Goals
What are our focus areas?
Based on the project mission and insights gathered from the user research above, we decided to focus on 3 goals:
Promoting Friendliness
We wanted teenagers to feel more connected to the brand Galaxy and perceive it as friendly and approachable.
Creating Wowness
We aimed to create a new level of 'wow' by using unconventional technology and fresh visual concepts not used on the Galaxy website before.
Personalized Results
Amid the personalized test craze, we aimed to create something our users would share organically, boosting its viral potential.
Concept development
A nonlinear mobile playground with novel interactions
Based on our goals, we incorporated interactions using various sensors and gestures: a gyroscope sensor, voice detector, long press, two-finger gesture, and pinch gestures to enhance the newness.
03/ Challenges & Design Iterations
challenge 1- choice architecture
Ensuring a consistent experience across different journeys
We iterated user flows and choice architecture to optimize engagement with core features, working closely with the PM and the client's marketing team.
challenge 2- Maintaining accessibility
Creating a design system for simpler navigation
Since our microsite was separate from the official website, we created a unique design system to reduce confusion and help users easily navigate their journey.
challenge 3-Alignment with different interests
CTAs to drive business goals
Through quality assurance with cross-functional teams, we revised the initial design of the hamburger menu and the ending CTAs. This helped reduce the high bounce rate and increase the visibility of the most important CTAs.
04/ Impact
05/ Takeaways
1
Orchestrating different teams
In this project, I served as the primary communicator for the creative team, leading weekly meetings. Collaborating with cross-functional teams taught me how to reconcile conflicting viewpoints to drive alignment.
2
Balancing newness and accessibility
3
Grit to make things work
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