Samsung.com
REVAMP
The Brief: Re-envision the Samsung .com experience to drive engagement, consideration and purchase and ultimately make Samsung the market leader in the Visual Display category
I collaborated with a team of UX, UI and product specialists at Razorfish alongside the Samsung Korea design team to revamp the design system components and symbol library, page templates, global navigation and created rapid prototyping micro-interactions and animations.
Role: Senior Designer
Client: Samsung
Agency: Razorfish
The CREATIVE CHALLENGE
Samsung.com’s component design system had drifted over time—shaped by years of market-by-market additions from different teams and agencies.
Different product catalogs led to different category hierarchies. Language differences introduced string length and overflow issues. Right-to-left scripts could break the layout. Ad hoc lines-of-business specific templates orphaned some components and created inconsistent variations of others.
The system had grown organically—and it showed. Each market built its own workarounds.
The challenge was to redesign the architecture to be strict enough to feel like one global brand, but flexible enough that no market had to break it to make it work. It also needed to be future-proofed.
A team of UX, UI and product specialists at Razorfish collaborated alongside the Samsung Korea design team in the global revamp.
Design System
I collaborated to rebuild core UI components for Samsung’s design system in an atomic structure—modular by design, so regional teams could assemble market-specific pages without breaking the brand.
The system scaled across 12+ markets, flexing for content, imagery, and promotion—while holding a consistent global brand experience.
PAGE TEMPLATES
I designed core page templates across Samsung.com—homepage, product detail, category, and product family.
Each had to operate within strict brand guidelines while solving for a different job. The homepage drove discovery. Product landing pages built purchase confidence. Category pages had to flex across wildly different catalog sizes, market to market and across devices.
I also contributed to down funnel product finder and product configurator page templates. Everything had to scale, across devices and platforms.
