Samsung
Galaxy Note20 Experience App
Art Direction / Concept / Visual Design
Working under the Executive Creative Director, my team built out and delivered initial concepts for a personalized, in-device retail application that would educate potential users about Samsung device features. As a result, we were awarded the opportunity to create a globally deployed retail experience app for three of Samsung’s flagship mobile device releases.
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Our biggest challenge, was to design an engaging and relatable experience during the height of a global pandemic. This meant that there would be no traditional on-set photo/ video shoot, and that we would not have access to a studio to record voice over or shoot the devices for feature demonstration.
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We created a modular framework and quiz based scoring system that would be used across all three devices to be launched, each skinned and modified for specific targeted demographics. For art direction and visual design, we leveraged breathtaking 3D animation and compelling stock imagery treated to suit the demographic in target.
Attracting Attention
Our user journey starts with an eye catching and beautifully rendered video loop. The attractor is designed to stop a potential customer in their tracks, while also saving the device screen from burn in caused by static imagery. Using the soon to launch device colors and material textures, we employed simple forms in motion to evoke a feeling of high end productivity and playfulness. From scene to scene, we elude to the most prominent features of the device.
The User Journey
Upon electing to play, the user is served an intriguing A-B question set. Based on the cumulative answers given, the user is assigned to one of four predefined personality archetypes. Each archetype page has personalized language, prioritized interactive feature demonstrations, as well as the opportunity to launch native device software and explore the other archetypes.
Archetype Discovery
Working closely with our strategy team, we were able to define the four key personality archetypes. We created a quadrant based scoring system to identify the users archetype, similar to the foundation of the Myers-Briggs personality test. We were then able to take client defined key points of interest and prioritize them in a personalized way, unique to the users assigned archetype.
Prioritized Features
Direct copy, Immersive video and explosive visuals tell the story of the client defined key points of interest. Anywhere possible we launch the native device features for a more true to life experience.
Platform Integration
Once each experience was defined and built for the device, we set out to create the desktop versions and integrate them into Samsung.com. Keeping them as close to the device experience as possible, we tailored the feature exploration section to the already built product detail pages, rather than launching to native device features.
