Company: Samsung
Role: Design lead, concept, ideation, creative direction
Dates: April 2014 – April 2016

Samsung+ promo video


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 some pretty robust customer service options into the app. I led the effort in a hybrid Product Owner/Design Lead role.


The goal was to simplify what had become a very bloated and confusing app (too many choices, poor IA, outdated visuals).


I drafted a new vision, defined the core use cases for Samsung+. I then worked with an agency to deliver a streamlined, contemporary UI with a focus on educating customers, providing help and rewarding their loyalty.


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.


Samsung Chef Collection