Bespoke Refrigerator
Customize Color Panels
About this project
This project involved a complete revamp of the Home Appliances Product Page, covering major categories such as refrigerators, washers, dryers, ovens, and microwaves. As one of the most crucial pages in the e-commerce experience, the product page plays a central role in shaping customer decisions and driving conversions.
Business goals
From a business perspective, the primary objectives were to increase online sales and conversion rates while reducing returns driven by unclear product information or poor user experience. The project sought to strengthen customer confidence in their purchase decisions.
Project goals
The main design goals centered around creating a premium, user-friendly experience that reflects the brand’s commitment to quality and innovation. Each component of the page was re-evaluated to improve usability, hierarchy, and interaction flow. Guided by user research, the team focused on understanding key customer priorities and behaviors when landing on a product page to design a more intuitive and conversion-driven experience.
More details coming soon…
Role
Lead UX Designer
Tools
Sketch, UserTesting, Jira, Confluence
In collaboration with
Samsung Korea HQ UX team
Design process
Usability Audit
Review page components, interactions, and flow to spot usability issues.
Overlooked entry point → The button isn’t prominent enough, so users often miss that the component is interactive.
Confusing UI treatment → The informational text is styled like a button or hyperlink, causing users to misinterpret its purpose.
Misleading color options → Unavailable colors appear selectable, leading to user errors and confusion.
Low visibility → Background options are not prominent enough.
Restricted interaction → Users can only select panels in a fixed order, rather than freely navigating.
Poor placement of product details link → The link opens a gallery pop-up over the configuration flow, creating an unintuitive experience.