BRAND

Samsung

MY ROLE

UX Research

UX Design

UI Design

SUMMARY

Samsung was launching the Galaxy S20 Series and wanted to create a microsite that can engage the users with an interactive contest while also showcasing the product USP which is the 100x zoom and 108MP camera.

I lead the design process and testing.

PROCESS

Ideation, game design and scoping, user flow and case scenarios, wireframes, prototype

Problem statement

In a highly competitive mobile space where every brand is looking for unique ways to engage their customer base, how can Samsung stand out and offers an engaging platform that creates curiosity as well as delivers product details without trying too hard

Project goals

  • To target new customers via social platforms to create interest in the new Samsung product series

  • To showcase the cutting edge technology with the new features releases

  • To keep the user base engaged with the platform for a period of time and ensure active engagement for 2 weeks

  • Leverage popularity of photography influencer on social media to broaden the user reach and virality

CORE GAME MECHANICS

STEP 1

Enters microsite. Read the mission on the page.

 

STEP 2

Search through pins on the map. Click the pin to expand and view the different scenes (KOL photography) pinned on the map.

 

STEP 3

When in a pin, click to zoom in and search for the specific scenes as referenced in the mission. Once the scene is found, tap/click on the scene to lock in your answer and you will see a pop-up.

 

STEP 4

In the pop up, fill in the blank space in the phrase “I FOUND _____ WITH 100X SPACE ZOOM” with your most creative answer. Click ‘Submit’.

USER FLOW

To map out the user flow and build in the activation loops to create an interactive and engaging microsite that delivers on the project goals

To generate high curiosity engagement entry points via website as well as Samsung social platforms to acquire new and existing users

WIREFRAMES

To create simple delightful user experience with the Singapore map and the camera rectangular window being the key feature of the interface.

To translate the Core Game mechanics to a digital gamified experience which is easy to understand and participate for users

Feature developed

GAME CHALLENGES

Missions: Find the hidden scene within the photographs releases periodically over 2 weeks 

MAP IINTERACTION

Pins: Browse through pins attached to the map, the mission can be found within any of the released pins within the map. Encourage zoom in and zoom out exploration like a scavenger hunt

SUBMIT ENTRIES

Frame: Frame the discovered scene and submit with a creative caption. Enter first name, last name and email t submit answer

INTERATION LOOP

Prompt for next mission: Email validation to confirm participation and indicate release of next mission

Learnings

OUTCOMES

The campaign had over 10,000 participants in just 2 weeks with 20% remaining engaged with the platform for 2 weeks to complete all 6 missions.

Minimum guidance required to understand game, most users were able to play the game effortlessly

Most interaction was recorded on mobile interface

It was useful to integrate season relevant content like including acts of help prior to lockdown

NEXT PROJECT