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Samsung

Demo OS Design & Research

UX Designer @ Rosetta 2015-2016

The ask: Create and launch a native app that  demonstrates the technical capabilities of the Samsung phone and allowed users to explore and find the features that fit their lifestyle.

Every phone Samsung has released since the galaxy s3 is loaded with a retail version operating system. Continuous releases over the years allow Samsung to test older iterations to identify enhancement opportunities. I was mainly responsible for performing the qualitative research, defining the interaction model, and wire-framing the interaction design for the new Samsung phone.

Testing objectives

We conducted UX testing to help us optimize and continue to evolve the retail mode experience to:

1. Obtain a deeper understanding on how consumers interact with retail mode both in-lab and at the store.

2. Gain insights on how to best engage shoppers with retail mode.

3. Assess how to best educate users about new devices and product benefits.

4. Understand users’ perception of Samsung as a result of the experience.

Users involved in the research

Participants in Cleveland and San Diego were recruited based on user segment (as defined by Samsung):

Status Seeker (10)

Users who gravitate to the latest and greatest mobile devices as a status symbol.
Specifications, form factor, device design are their primary focus.

Pragmatic Power User (10)

Users who use the full capabilities of modern mobile devices to enhance their daily lives.
Mostly feature focused.

Other Factors:

Mobile devices they current own
Mobile devices they were open to purchasing in the future

Main Findings

Existing Android users and iOS users have different needs.

Users were most interested in comparing new and old devices.

Users wanted more control over interactions and navigation. Power users specifically were uninterested in feature demos and more interested in finding out phone specifications and device capabilities on their own.

Previous retail mode's virtual assistant gave the retail mode a "salesy" feeling making users abandon interacting with the device.

Planning the new App

Wireframing the screens and interactions

Link to an Axure prototype used for testing during the design phase

Post Project Reflections

Usability testing and speaking to users is invaluable throughout the product design process

When the internal team cant decide between two different options, user testing is a surefire method to finding which resonates the best with your users. There is no substitute to speaking with your actual users to make sure we don't lose sight of the fact that they are the ones who will be ultimately using the product.

If you show the value, clients will come

Surprisingly, after hearing all the horror stories about advocating for user testing throughout the product development timeline, we had to start by performing primarily guerilla user testing throughout the office. Once showing the client the actual value and unpredictable insights coming out of testing, the client was convinced that we needed to do this much more often and not at the beginning of every new retail mode project.