Industry
Client
Team
Role
Timeline
Samsung Galaxy S25+ Flagship Website
Redefining Digital Excellence for Samsung Galaxy S25 Series
Crafting a seamless online experience for Samsung Unpacked 2025, showcasing innovation and AI-driven technology.
For Samsung’s flagship Galaxy S25 Series launch, my team and I developed a comprehensive digital web strategy to promote the brand’s AI technologies and streamline the user buying journey. Leveraging insights from Samsung’s International Team and competitor market analyses, we set out to create a website that seamlessly integrates the product discovery process with detailed AI-driven narratives.
Our research revealed challenges in the existing user experience, including a disconnection between the product detail page and related content, contributing to higher bounce rates. Recognizing the growing importance of AI as a key decision factor for smartphone users, we reimagined the content strategy to focus on Samsung’s core audiences. The final design bridges the gap between AI technology introduction and the product details page, enhancing user engagement and supporting the Galaxy S25 Series as a leader in innovation.
Project Goal / KPI Setting
Increase total search activity and expand product discovery opportunities.
For the Galaxy S25 flagship launch at Q1 2025, Samsung aimed to lower the bounce rate of its core global product pages and strengthen new customer acquisition by highlighting its new AI features.
UX Improvement / Benchmarking
A seamless, scroll-based web experience
The Galaxy S25 flagship Product Detail Page was designed around a seamless, scroll-based UX foundation. In response to decreasing page retention times, all animated design assets were built to auto-play through scroll interactions—ensuring continuous engagement without friction.
UX Improvement / Benchmarking
Horizontal Carousels vs Vertical Tabs
Given the need to present multiple product features concisely, we explored design options through UX benchmarking and A/B testing. Compared to horizontal carousels, vertical tabs proved more effective—preserving the scrollable experience while helping users better discover key content without missing critical information.
UX Improvement / Benchmarking
Static AI Feature vs AI Use-case Video
With the launch of Galaxy AI, Galaxy S25 PDP aimed to showcase its new AI features in the most intuitive way—through the lens of the user. Rather than static explanations, we introduced short-form use case videos under 10 seconds to demonstrate key features in a seamless and relatable context.
Samsung Galaxy S25 Ultra Product Detail Page (Web)
Samsung Galaxy S25 Ultra Product Detail Page (Mobile)
Samsung Galaxy S25+ Product Detail Page (Web)
Samsung Galaxy S25+ Product Detail Page (Mobile)
Final Design
A seamless and engaging experience across web and mobile, transforming feature lists into compelling narratives that drive users toward the buying funnel.
For the Samsung Galaxy S25 and S25 Ultra, we designed a product detail page that not only informs but captivates. Our goal was to create a dynamic experience tailored to Samsung’s target users by translating technical feature lists into visually engaging elements like 3D animations and use case videos. Each feature was strategically categorized based on user personas’ lifestyles and interests, ensuring a personalized and intuitive exploration of the device’s capabilities. The design was meticulously crafted for both web and mobile formats, optimizing the experience across all screen sizes.
To further enhance engagement, we placed a strong emphasis on Samsung’s latest AI innovations. By seamlessly integrating AI feature highlights and directing users to the Galaxy AI Introduction page, we provided a deeper understanding of the technology while reducing bounce rates. The result is a product detail page that balances aesthetics, functionality, and storytelling—guiding users effortlessly from discovery to purchase, whether on desktop or mobile.
Samsung Galaxy AI Introduction Page (AEM Component / Wireframe)
Samsung Galaxy AI Introduction Page (AEM Component)
Galaxy AI Page
For the Galaxy AI Feature Introduction Page, I worked on the wireframing process using Adobe Experience Manager (AEM) components to create a structured yet flexible layout. My goal was to strategically interpret the new AI feature lists and integrate them into a clear, user-friendly experience. Beyond simply introducing AI capabilities, our team emphasized real-world use cases to showcase the tangible benefits of Galaxy AI, ensuring the content felt relevant and engaging.
With a wide range of AI-driven enhancements introduced in the Galaxy S25 Series, we carefully categorized features based on users’ interests and lifestyles. By organizing them under themes like “New Ways to Create” and “New Ways to Communicate,” we crafted an intuitive narrative that helps users quickly grasp the value of Samsung’s AI technology. This structured approach, combined with AEM’s modular components, allowed us to maintain both consistency and flexibility, delivering an experience that is both engaging and scalable across Samsung’s digital ecosystem.