Cheil Worldwide
2021
In the summer of 2021, I got the opportunity to join the UX team at Cheil Worldwide as a UX intern.
Role
Duration
UX Design Intern
July - August 2021
Tools
AdobeXD, Keynote
Skills
Competitive analysis, Ideating, Wireframing, Prototyping
00 Context
Main role & responsibilities
During my time at Cheil, my main client was Samsung and I mostly worked on designing Samsung Galaxy Z Flip 3 Bespoke Studio's customizable feature on both app and website interfaces.
My main role was to research and ideate new concepts of how the user can interact with the Bespoke feature in an engaging way.
01 Problem
Understanding the customer journey of buying from Bespoke vs. Default
There are two main ways of buying the Galaxy Z Flip 3 and the main problem I had to tackle was how to
make this not confusing to the users but keep it an engaging experience.
Main Problems:
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How to make the user not confused about the Bespoke feature vs. Default option?
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How to keep the current design style of Samsung but also ideate a new and engaging user interaction?
How might we create an engaging and seamless experience for users buying the Galaxy Z Flip3 through the Bespoke customizable feature?
02 Research
Looking into competitors' customizable features
When looking at how competitors’ customizable features, it was important to clearly visualize what parts of my product can be customized in what specific color and see what the final customized product will look like as well.
I grouped 3 main concepts that I found were repeating:
03 Ideation
User flow explorations through low-fi wireframes
Building off the three main groupings I have identified through the competitive analysis, I started to explore different user flows and interactions through low-fi wireframing thinking about both app and website interfaces.
04 User Flow
Understanding the user flow navigation
I created a user flow of the different ways a user can navigate to the buying page to understand the full flow of navigation. I mainly focused on the B2 Studio page that leads to the buying page.
05 High-fi Wireframes
Developing concept through high-fi wireframes
Being aware of Samsung’s existing design style guide, I created high-fi wireframes to develop my concept ideas better for the team thinking about specifics of what will happen/show in each step of the process.
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What if users chose all black which is not possible? How will the user know this is not available?
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What if users want to browse the default colors instead of the Bespoke customization?
06 Final Deliverables
Delivering 2 final concept ideas
I focused on delivering 2 main concept ideas that touch upon the current Samsung design style and a more experimental approach while also thinking about how the design will carry onto the landing page.
07 Reflections
Main takeaways
Overall, working as a team on a client project really allowed me to realize the importance of being an organized designer, acknowledging the design system, and being a better communicator with the team.
01 Effectively organizing & delivering design materials
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I learned the importance of being organized in terms of the actual design file and the file names because designs don’t end in one file and there were many iterations to the design files.
02 Learning the importance of a design system
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Because Samsung was a client with a strong established design system, it was really important to understand the existing design system so that I am ideating concepts that aren’t creating a whole new design style but rather adding on to it.
03 Communication is key to teamwork
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I learned how to effectively communicate my ideas so that each person on the team can not only have ownership in their own part of the project but also to come together to join thoughts & ideas to make decisions as a team on the next steps quickly.
