Overview

Solution

Ideation

Iterations

Impact

Reflections

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Professional

Mobile Website

Marketing

Micro Interactions

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.

My Role

End to end product design

Timeline

4 months

team

4 engineers 2 designers

Tools

Figma

Professional

Mobile Website

Marketing

Micro Interactions

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.

My Role

End to end product design

Timeline

4 months

team

4 engineers 2 designers

Tools

Figma

Professional

Mobile Website

Marketing

Micro Interactions

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.

My Role

End to end product design

Timeline

4 months

team

4 engineers 2 designers

Tools

Figma

Overview

Background

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.

Goals

Promote online preorder purchases before the official launch.

Create an interactive, immersive mobile experience tageting teenagers to showcase key features of the Galaxy S23.

Goals

Promote online preorder purchases before the official launch.

Create an interactive, immersive mobile experience tageting teenagers to showcase key features of the Galaxy S23.

Goals

Promote online preorder purchases before the official launch.

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.

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.

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 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 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 2-Explorability

A linear or free storyline on your own

Users can choose between a curated or uncurated journey during onboarding.

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 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 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.

The interactive animation showing users to blow the breath to the screen

Give a gentle blow to sweep the dust off this book.

Tilt your phone left/right

to move the footprints

wherever you want

Tilt your phone left/right

to move the footprints

wherever you want

Tilt your phone left/right

to move the footprints

wherever you want

Tilt up/down or tap to

choose your response

Tilt up/down or tap to

choose your response

Tilt up/down or tap to

choose your response

Smudge the mirror and

reveal who's outside

Smudge the mirror and

reveal who's outside

Smudge the mirror and

reveal who's outside

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.

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.

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.

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.

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:

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:

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.

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.

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.

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.

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 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 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 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 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.

We implemented a unique design language to guide users on how to interact with the website, ensuring that even those unfamiliar with gamified experiences could enjoy the interactivity. Through testing and iterations, we developed easy-to-follow animations that resulted in higher user completion rates.

Familiar UI Patterns

Familiar UI Patterns

To ensure a quick learning curve within the 3-5 minute experience, we also incorporated familiar UI patterns into the branded experience.

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.

challenge 3-Alignment with different interests

CTAs to drive business goals

challenge 3-Alignment with different interests

CTAs to drive business goals

04/ Impact

127%

Conversion Rate

13.9%

Time Spent per Visit

Gained a significant increase in the KPIs, including conversion rates and time spent per visit on the website.

05/ Takeaways

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.