{"id":15,"date":"2019-04-02T05:45:53","date_gmt":"2019-04-02T05:45:53","guid":{"rendered":"https:\/\/malekzadeh.net\/wp\/?page_id=15"},"modified":"2023-12-21T17:20:07","modified_gmt":"2023-12-22T01:20:07","slug":"samsung","status":"publish","type":"page","link":"https:\/\/malekzadeh.net\/doon\/samsung\/","title":{"rendered":"Samsung+  \u2193"},"content":{"rendered":"\n<p><strong>Company<\/strong>: <a href=\"https:\/\/news.samsung.com\/us\/samsung-ups-ante-customer-support-new-version-samsung-app\/\">Samsung<\/a> <br><strong>Role:<\/strong> Design lead, concept, ideation, creative direction<br><strong>Dates<\/strong>: April 2014 \u2013 April 2016<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Galaxy S8: Samsung+\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/UiNa3P5gFuo?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><figcaption class=\"wp-element-caption\">Samsung+ promo video<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Situation<\/h3>\n\n\n\n<p>After successfully delivering the <a href=\"https:\/\/malekzadeh.net\/doon\/chef-collection\/\">Chef Collection<\/a> tablet experience, the Vice President of our group, <a aria-label=\"Iain Langridge (opens in a new tab)\" href=\"https:\/\/www.linkedin.com\/in\/iainlangridge\/\" target=\"_blank\" rel=\"noreferrer noopener\">Iain Langridge<\/a>, asked me to help him with the revamp of the loyalty app his team had inherited. Initially marketing-focused, we were now looking to integrate some pretty robust customer service options into the app. I led the effort in a hybrid Product Owner\/Design Lead role. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Task<\/h3>\n\n\n\n<p>The goal was to simplify what had become a very bloated and confusing app (too many choices, poor IA, outdated visuals). A reorg had combined the content and feature capabilities of 3 teams into one org and further compounded the problem of &#8220;feature bloat.&#8221;<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:50%\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1080\" height=\"1920\" src=\"https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2023\/12\/Screenshot_2014-04-07-14-00-05.png\" alt=\"\" class=\"wp-image-845\" style=\"object-fit:cover\" srcset=\"https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2023\/12\/Screenshot_2014-04-07-14-00-05.png 1080w, https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2023\/12\/Screenshot_2014-04-07-14-00-05-169x300.png 169w, https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2023\/12\/Screenshot_2014-04-07-14-00-05-576x1024.png 576w, https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2023\/12\/Screenshot_2014-04-07-14-00-05-768x1365.png 768w, https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2023\/12\/Screenshot_2014-04-07-14-00-05-864x1536.png 864w\" sizes=\"auto, (max-width: 1080px) 100vw, 1080px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:50%\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1080\" height=\"1920\" src=\"https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2023\/12\/Screenshot_2014-04-19-10-32-16.png\" alt=\"\" class=\"wp-image-847\" srcset=\"https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2023\/12\/Screenshot_2014-04-19-10-32-16.png 1080w, https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2023\/12\/Screenshot_2014-04-19-10-32-16-169x300.png 169w, https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2023\/12\/Screenshot_2014-04-19-10-32-16-576x1024.png 576w, https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2023\/12\/Screenshot_2014-04-19-10-32-16-768x1365.png 768w, https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2023\/12\/Screenshot_2014-04-19-10-32-16-864x1536.png 864w\" sizes=\"auto, (max-width: 1080px) 100vw, 1080px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p>We needed a way to cut through the noise and avoid a Las Vegas situation&#8230; with every important feature vying for attention. One of my design mantras is, &#8220;Good design is an outcome of radical prioritization.&#8221; I needed a way to prioritize all of our content and features. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Action<\/h3>\n\n\n\n<p>I set out to understand what customers needed by looking at data from our customer insights team. This data showed that we could do a much better job of tailoring content and features for our customers based on where they were in their journey with Samsung (i.e. with their product). This insight became the backbone for the content strategy I defined.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69e19a1041698&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69e19a1041698\" class=\"wp-block-image size-full is-style-default wp-duotone-a86500-fff-1 wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"844\" height=\"578\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2023\/12\/image7.png\" alt=\"\" class=\"wp-image-838\" srcset=\"https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2023\/12\/image7.png 844w, https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2023\/12\/image7-300x205.png 300w, https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2023\/12\/image7-768x526.png 768w\" sizes=\"auto, (max-width: 844px) 100vw, 844px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Seeing that the needs were different at different phases of the customer journey, I could cut the clutter by featuring content in <strong>a timely and contextually relevant<\/strong> way.<\/p>\n\n\n\n<p>I came up with a content framework focusing on <strong>educating<\/strong> customers, <strong>providing help<\/strong>, and <strong>rewarding<\/strong> their loyalty.&nbsp; The idea was to tie the delivery and surfacing of content and features to the lifecycle. I didn\u2019t have to present everything at once.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large wp-duotone-a86500-fff-2\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"578\" src=\"https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2023\/12\/Screenshot-2023-12-21-at-5.00.26\u202fPM-1024x578.png\" alt=\"\" class=\"wp-image-839\" srcset=\"https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2023\/12\/Screenshot-2023-12-21-at-5.00.26\u202fPM-1024x578.png 1024w, https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2023\/12\/Screenshot-2023-12-21-at-5.00.26\u202fPM-300x169.png 300w, https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2023\/12\/Screenshot-2023-12-21-at-5.00.26\u202fPM-768x433.png 768w, https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2023\/12\/Screenshot-2023-12-21-at-5.00.26\u202fPM.png 1250w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>I then drafted a vision and defined core use cases. I worked with an agency to deliver a streamlined, contemporary UI with a focus on educating customers, providing help, and rewarding their loyalty. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Result<\/h3>\n\n\n\n<p>Samsung+ immediately garnered great user reviews and jumped to a 4.0+ rating for the first time since its release. More downloads (now over 12MM), incredible retention (80%) along with more active and engaged users than ever before. <\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/malekzadeh.net\/doon\/samsung\/feature_use_review-fw-2\/\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2019\/04\/Feature_Use_Review.fw_-1-1024x576.png\" alt=\"\" class=\"wp-image-317\" srcset=\"https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2019\/04\/Feature_Use_Review.fw_-1-1024x576.png 1024w, https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2019\/04\/Feature_Use_Review.fw_-1-300x169.png 300w, https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2019\/04\/Feature_Use_Review.fw_-1-768x432.png 768w, https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2019\/04\/Feature_Use_Review.fw_-1.png 1280w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-2 is-cropped wp-block-gallery-3 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image\"><a href=\"https:\/\/malekzadeh.net\/doon\/samsung\/home\/\"><img loading=\"lazy\" decoding=\"async\" width=\"513\" height=\"609\" data-id=\"202\" src=\"https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2019\/04\/home.png\" alt=\"\" class=\"wp-image-202\" srcset=\"https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2019\/04\/home.png 513w, https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2019\/04\/home-253x300.png 253w\" sizes=\"auto, (max-width: 513px) 100vw, 513px\" \/><\/a><\/figure>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/malekzadeh.net\/doon\/samsung\/live-support\/\"><img loading=\"lazy\" decoding=\"async\" width=\"735\" height=\"674\" data-id=\"204\" src=\"https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2019\/04\/live-support.png\" alt=\"\" class=\"wp-image-204\" srcset=\"https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2019\/04\/live-support.png 735w, https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2019\/04\/live-support-300x275.png 300w\" sizes=\"auto, (max-width: 735px) 100vw, 735px\" \/><\/a><\/figure>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/malekzadeh.net\/doon\/samsung\/home__no_chrome-2\/\"><img loading=\"lazy\" decoding=\"async\" width=\"506\" height=\"900\" data-id=\"205\" src=\"https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2019\/04\/home__no_chrome-1.png\" alt=\"\" class=\"wp-image-205\" srcset=\"https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2019\/04\/home__no_chrome-1.png 506w, https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2019\/04\/home__no_chrome-1-169x300.png 169w\" sizes=\"auto, (max-width: 506px) 100vw, 506px\" \/><\/a><\/figure>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/malekzadeh.net\/doon\/samsung\/explore__no_chrome\/\"><img loading=\"lazy\" decoding=\"async\" width=\"506\" height=\"900\" data-id=\"206\" src=\"https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2019\/04\/explore__no_chrome.png\" alt=\"\" class=\"wp-image-206\" srcset=\"https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2019\/04\/explore__no_chrome.png 506w, https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2019\/04\/explore__no_chrome-169x300.png 169w\" sizes=\"auto, (max-width: 506px) 100vw, 506px\" \/><\/a><\/figure>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/malekzadeh.net\/doon\/samsung\/support_diag__no_chrome\/\"><img loading=\"lazy\" decoding=\"async\" width=\"506\" height=\"900\" data-id=\"207\" src=\"https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2019\/04\/support_diag__no_chrome.png\" alt=\"\" class=\"wp-image-207\" srcset=\"https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2019\/04\/support_diag__no_chrome.png 506w, https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2019\/04\/support_diag__no_chrome-169x300.png 169w\" sizes=\"auto, (max-width: 506px) 100vw, 506px\" \/><\/a><\/figure>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/malekzadeh.net\/doon\/samsung\/active_help__no_chrome\/\"><img loading=\"lazy\" decoding=\"async\" width=\"506\" height=\"900\" data-id=\"208\" src=\"https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2019\/04\/active_help__no_chrome.png\" alt=\"\" class=\"wp-image-208\" srcset=\"https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2019\/04\/active_help__no_chrome.png 506w, https:\/\/malekzadeh.net\/doon\/wp-content\/uploads\/2019\/04\/active_help__no_chrome-169x300.png 169w\" sizes=\"auto, (max-width: 506px) 100vw, 506px\" \/><\/a><\/figure>\n<\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Related:<\/h4>\n\n\n\n<p><a href=\"https:\/\/malekzadeh.net\/doon\/chef-collection\/\">Samsung Chef Collection<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Company: Samsung Role: Design lead, concept, ideation, creative directionDates: April 2014 \u2013 April 2016 Situation After successfully delivering the Chef Collection tablet experience, the Vice President of our group, Iain Langridge, asked me to help him with the revamp of the loyalty app his team had inherited. Initially marketing-focused, we were now looking to integrate &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/malekzadeh.net\/doon\/samsung\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Samsung+  \u2193&#8221;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":200,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-15","page","type-page","status-publish","has-post-thumbnail","hentry","entry"],"_links":{"self":[{"href":"https:\/\/malekzadeh.net\/doon\/wp-json\/wp\/v2\/pages\/15","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/malekzadeh.net\/doon\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/malekzadeh.net\/doon\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/malekzadeh.net\/doon\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/malekzadeh.net\/doon\/wp-json\/wp\/v2\/comments?post=15"}],"version-history":[{"count":14,"href":"https:\/\/malekzadeh.net\/doon\/wp-json\/wp\/v2\/pages\/15\/revisions"}],"predecessor-version":[{"id":848,"href":"https:\/\/malekzadeh.net\/doon\/wp-json\/wp\/v2\/pages\/15\/revisions\/848"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/malekzadeh.net\/doon\/wp-json\/wp\/v2\/media\/200"}],"wp:attachment":[{"href":"https:\/\/malekzadeh.net\/doon\/wp-json\/wp\/v2\/media?parent=15"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}