Samsung USA Home Page Redesign
The Ask: Ask: Rethink & Revise the Role of the Samsung US Homepage
The current home page design problem space and MY initial thoughts as a visitor
•Doesn’t tell a story
•Doesn’t give the consumer a real idea of Samsung’s product line
•Very lackluster in content space
•Seems very thrown together
The Existing Samsung USA Home Page
I See a Lost Opportunity in the Way the real Estate is Used on the Home Page
As a consumer, I had no idea that Samsung offered so many types of products outside of phones and tablets. Highlighting them, in addition to the mobile product offerings would go a long way. Maybe Jane came to Samsung website to read more about the latest Galaxy phone she would like to upgrade to but instead ends up reading more about the Samsung move products because she is an avid fitness guru.
I also had no idea there were so many innovations in home appliances and I just bought a new oven, fridge, washer, and dryer all in the past year.
This got me thinking about the hierarchy of Samsung products and how they are laid out on the page.
I'll say this before and i'll say it again...
You Never Get a Second Change to Make a First Impression
Lets start with the Navigation and top of the page content
Cons:
I was viewing the page on a 13 inch Mac Book Pro Retina and had to scroll vertically to see all the content on the page.
The first attention grabber to me on the page was the alert, not the product. The centered logo placement and cramped header also plays a trick with my eyes. My eye movement went from the alert bar to the Samsung logo to the support/ feedback launcher and then the phone.
This causes a lot of distraction and the text and CTA got lost on the page.
Revamping the Header & Footer Nav
I made very minor changes to the header nav - both primary and secondary. I also updated the header, alert type and logo placement to something that is a bit more universally familiar to users.
Samsung USA Header
As the designer on this project, I do like most things about the current header and footer navigation, with the exception of the word wrap and lack of continuity between the two. Assuming the footer of the page doubles as a site map I just made a few small tweaks. A simple change of the background color of the header tie the two together aesthetically.
I did separate out a category in the footer navigation under cell phones and cell phones by carrier. I edited the language dropping the words “Cell Phone” from each page label because it’s already in the parent category. This change ensures that the words do not wrap.
I did separate out a category in the footer navigation under cell phones and cell phones by carrier. I edited the language dropping the words “Cell Phone” from each page label because it’s already in the parent category. This change ensures that the words do not wrap.
Samsung USA Footer
Home Page structure & Content
My new home would highlight a brand story such as the example I used with a call to action for viewing all products.
From there the page would be broken up into 5 main product sections that mimic the nav structure and call out all main products categories.
The first section of the page would be tied to any existing product launch, promotion or best selling item. The next 4 sections of the home page would highlight a best selling or newly launched product for Mobile, TV & Audio, Computing, and Appliances.
At 40 pixels above the page fold the user would have arrow hints so they know to scroll down to view content below.
Mobile Product Offering
Following suit with strong imagery, very little text with clear call to action
The first block of the page would be the mobile product offering that is best-selling or tied to a product launch based on calendar timing. This would utilize the existing back-end functionality of the Samsung Home Page, keeping budget and/ or engineering ramifications in mind and helping to retain consistency in brand identity that returning users are familiar with while simply updating the look and feel with more stand out content.
Appliance Product Showcase
Highlighting form and function
The second block of the page would be the appliance product offering that is best-selling or tied to a product launch based on calendar timing. This could also be a quick launch to shopping for “all” appliances.
Button call to action text is something could be explored further in A/B testing tracking click rate conversions.
Highlighting a TV & Audio
Showcase a TV & Audio Bundle or Special Product Offering or promo.
The third block of the page could be used to highlight a TV and Audio offerings with ”Shop Now” or “Buy Now” as the call-to-action to entice users.
Interactive Video Showcase to Highlight TV & Audio
Introducing an interactive video piece to tell the Samsung brand and product story in a human-centric way.
The 4th block of the page is where things are broken up a bit. This section of the page could have a compelling quote without call to action, gradient background, beautiful imagery and motion design that makes it really stand out to the user and want to view more by clicking play.
The idea of this piece is to convey emotion and express the idea of the “human factor” of the Samsung product line to the consumer. This content should stop the user from scrolling and entice them to watch.
Computing Product Showcase
An interactive video piece to tell the Samsung brand and product story in a human-centric way.
The final block of the page would highlight computers, monitors, tablets, memory, storage, and accessories with the same consistency in title text, call-to-action and button treatment.
Desktop and Mobile Responsive
