Samsung.com is Samsung’s global website where users can purchase products and experience the brand’s identity. The project aimed to deliver a holistic customer experience (CX) that goes beyond traditional user experience (UX).

Our team planned and designed a new version of Samsung.com based on user research focused on Generation Z, who are highly accustomed to mobile-first experiences. The concept was further refined through feasibility reviews and consolidated feedback from global stakeholders, including regional offices and internal divisions across Samsung.

The redesigned Samsung.com was successfully rolled out across 81 countries worldwide, enabling users to experience a more seamless and consistent UI/UX globally. The project is ongoing and continues to evolve.