Customer Network support

Customer Network support aka Offline 2 Online Project (O2O)

Platforms

Desktop, Mobile, Responsive Web, Wearables

Project Goal

The primary objective was to win a competitive pitch by proposing an innovative solution that seamlessly integrates offline and online customer journeys using NFC technology. This concept enabled customers to access in-store product information digitally and continue their journey across channels.

Following approval, the second objective was to deliver a fully realised solution. This included surfacing NFC-enabled features that connected in-store interactions with Samsung’s digital ecosystem—such as the Samsung Members portal—while incorporating data capture, personalised content, and cross-channel continuity.

Overview & Purpose

The project was delivered in two phases:

Phase One (Concept & Pitch):
Develop a forward-thinking retail experience enabling customers to start their journey in-store and continue it online—or vice versa. The focus was on enhancing traditional retail touchpoints, such as product spec cards, by making them interactive, informative, and decision-enabling.
Phase Two (Delivery):
Translate the concept into a practical, scalable solution. This required demonstrating technical feasibility and designing an experience that delivers relevant information at the right moment, across multiple channels.

Target Audience

Users with a “millennial mindset,” expecting seamless, connected, and digitally enhanced experiences.

Key Requirement:

NFC-enabled content to support cross-channel interactions

Team Structure

2 UX Designers
1 Component Manager

My Contribution

As part of a cross-functional team, I contributed to designing end-to-end user journeys spanning Samsung.com, retail environments, and contact centres.

We focused on identifying key touchpoints where users could start, pause, and resume their journey across channels. A core consideration was how to capture user data in meaningful ways—primarily by encouraging sign-ups to Samsung Members for ongoing engagement.

Key concepts included:

NFC-enabled product interactions, allowing users to save and share product information directly to their mobile devices
A gamified incentive experience (e.g. a “casino-style” mechanic) designed to drive engagement and encourage account creation
Integrated sign-up flows linked to rewards and personalised content

The Challenge

To create a compelling, measurable experience that not only improved customer engagement but also demonstrated a tangible increase in sales for Samsung’s IM division.

Process & Methods

Research and data analysis
Persona development
User journey mapping
Storyboarding
Sketching and ideation
Low- to high-fidelity prototyping
Wireframing and mockups

Data & Research

The project was informed by:

Observational user testing sessions
In-depth external research reports

Insights from five usability sessions (three of which I actively supported) informed task-based journeys, highlighting key behaviours, frustrations, and decision-making patterns.

These insights shaped:

Personas, based on shared behaviours, goals, and emotional responses
User journeys, mapping pain points and opportunities across touchpoints

Design Approach

Wireframes were initially developed individually to encourage divergent thinking, then reviewed collaboratively to identify the strongest concepts. Designs were progressively refined from low-fidelity structures to high-fidelity mockups, maintaining consistency with Samsung’s brand guidelines.

Given the novelty of the concept, visual storytelling through prototypes and mockups was essential to communicate the experience effectively to a broad stakeholder group.

A mobile-first approach was adopted, with greater emphasis placed on mobile interactions, while desktop experiences were streamlined accordingly.

Deliverables