Download Samsung Pay on Google Play

Challenge

With the constant addition of new partners and contents, the team felt the need to revamp the app platform to a more scalable one to better house the new features and the requirements of each of the global markets. While doing so, we also wanted to develop a way to drive more traffic to the app itself so that these new features are getting enough exposure. 

Solution

After several ideation workshops, the team came up with a solution to attach the app behind the Favorite Cards panel so that when user swipes up to open Favorite Cards and swipes down to close, it would actually reveal the hidden layer behind, which is the app itself with a grid wall of new features. This way we'd be able to provide a convenient shortcut not just to the Favorite Cards panel but also the app. The grid wall format was our choice to handle the constantly changing requirements of the different global markets.  

My Role

I was a senior UI designer on the US market unit as well as on the Asian market (India and 7 other countries) unit. Each unit consisted of 2 UI designers and 2 GUI designers. I took a leading role in communicating with the local PMs, developers and the business team to apply the changes in a way that would best fit the needs of each market. I worked on scheduling the updates, coming up with the solutions, and drawing out the user flows and wireframes.

Download Samsung Pay on Google Play

Challenge

This was going to be the first offline payment service to be launched from Samsung and it had to set itself apart from the competitors in some way. That is where MST (Magnetic Secure Transmission) payment came in. Our task was to minimize the disparity between NFC and MST technology and come up with a consistent UX flow that would seem most natural and easy to use. On top of that, we also had to consider constraints coming from the financial law, technical aspects and stakeholders' varying demands.

Solution

Our principle was that users should not have to learn the details behind NFC or MST technology. All they'd need to know is that with Samsung Pay, they are given an extra option to tag their phone not just on NFC readers, but also on credit card readers, which expands the level of reach to just about any store with a credit card reader.
To make this happen, we had to come up with a single flow that is consistent for both NFC and MST payment. We based a lot of our decisions on insights drawn from user research and on-sight prototype testing. This allowed us to come up with solutions that seem most natural to any ordinary users who are not familiar with digital wallets.
For instance, we noticed that users like to have their credit card ready in their hands before seeing the cashier. This fell right in place with the fact that MST payment does not support auto-launching the app, so the UX team suggested that we create a shortcut called Simple Pay, where users can swipe up from any screen to quickly launch Samsung Pay and have it ready before walking up to the cashier.

My Role

I was the senior UI designer on a 3-person UI team. I conducted the user research and on-sight prototype testing, as well as designing the user flow and wireframes while working closely with visual design / programming / business planning team.
I played a significant role in keeping the UX as simple as possible. For instance, when we were trying to decide what to do with the fact that MST payment is unable to receive feedback when a payment is complete, I realized during on-sight prototype testing that when you're standing in front of a cashier, you're too busy interacting with the person that you do not pay much attention to what goes on in your screen past the moment you tag your phone. So I suggested that we just let the payment mode time out after a certain amount of time. Should the transaction fail, user can just scan their fingerprint again and try tagging their phone again. This simple decision settled the long discussion on whether to place a 'Done' or 'Retry' button on the screen. After the launch, we received no negative feedback regarding this issue.

Download Samsung Wallet on Google Play

Challenge

The biggest challenge was that users did not have the strong need for digital wallets. They felt comfortable with their own wallets and weren’t aware of what a digital wallet could do or how to use it. We had to devise a compelling value proposition that a physical wallet could not offer.

Solution

Automatic recommendation on coupons and loyalty cards based on location and activity was what first came to mind, but after thorough exploration we found out it was hardly feasible due to the lack of infrastructure. Therefore, we decided to start simple. Whatever the user adds, we would group them by places they’re being used and simply list them on Home screen for quick access. Whenever you go to a place, you tap a grouping and you’ll be able to use all of your payment cards, loyalty cards and coupons at the same time. We named it 'Brand Bundles'.

My Role

I worked as a senior UI designer on the team. I proposed the main concept of 'Brand Bundles' during the ideation phase and continued to pitch it as the key concept until launch. 

Go to Nike.com

Challenge

Revamp the Nike.com platform to accommodate large amount of content updates while making it device-responsive and trendsetting.

Solution

The UX team came up with the concept of modularity to respond to the vast amount of content on Nike.com and I explored several variations that would best convey this concept - 1) Modularizing content by page types and layering these page units, 2) opening and collapsing content using dropdowns, and 3) creating templates based on content types and stacking them like blocks. The block stacking option became the key structure of the new Nike.com experience for its simplicity and adaptability.

My Role

I was part of the dispatched UX team as an interaction designer to participate in a 4-week intensive workshop at the Nike headquarters to come up with visionary concepts. I tried to come up with unconventional ideas to keep the team inspired. For instance, I suggested the concept of ‘Smart Hovercraft’, where the user’s view hovers over an infinite grid wall of content and when user makes a selection, the view zooms in and the rest of the grid re-shuffles to reflect user’s preferences.

Challenge

Create a micro-site experience in celebration of the launch of Nike Free.

Solution

The team came up with the idea of a tournament of sports/dance professionals being matched up against users to show off their cool moves in Nike Free and the final winner receiving a reward. However, the concept was getting cumbersome and complicated for a short-term campaign so I suggested turning it into a quick ‘Hot or Not’ game, where users would come to watch cool video clips of professionals doing cool moves, vote for one, check out the tally and move on to the next match. Nike was happy with this fun and light experience, which resonated with the theme of the shoe.

My Role

I was an interaction designer on an interdisciplinary team. I took an active part in the ideation sessions by bringing in unique yet feasible ideas. After narrowing down on a concept, I developed it into a simple structure of a ‘Hot or Not’ game and delivered the wireframes.

Go to samsungadhub.com

Challenge

Samsung AdHub is an open advertising platform where individual advertisers and publishers can set up a digital marketing channel or a funding stream. The goal of this project was to redesign this site and improve usability.

Solution

For beginning users, learning the system and terminology of a new B2B site can be a demanding task. The objective of the redesign was to reduce this learning curve. I introduced the concept of a parallel user guidewhere it pops in and out of the task flow at each milestone. It consists of a progress bar and a user tip section where it provides contextual feedback at each step of the way. Along with this guideline, I also worked onunifying the UI elements for consistency.

My Role

I was the UX team lead on this project. I first set up the development schedule and agenda, learned the system, came up with UX solutions and delivered a full UI guide to the development team.

Challenge

Come up with cutting edge, interactive pinnacle product detail pages for Nike’s key products.

Solution

I took the opportunity to experiment with the latest attributes of HTML5 such as parallex scroll and interactive images. For instance, I extended the concept of parallex scrolling and shifted it horizontally to convey the feeling of speeding through a field in the shoe, while experiencing the features of the product along the way. Although the final outcome was toned down to a simple carousel to meet the development schedule, the animated images and transitions carried through. I also played around with more creative layouts where the buy module of the product remains on one side and the product features scrolls up and down on the other side. Another option that I explored was an expandable list, where it zooms into each row when selected and drops down a buy module. User scrolls to horizontally shift through the different perspectives.

My Role

I was an interaction designer on an interdisciplinary team. I tried to think outside the box and bring conceptual diversity to the team to trigger more ideas.

Challenge

Improve the Nike.com video wall for a richer experience.

Solution

The team decided to fully utilize this opportunity to show off all the cool visual content of the brand by creating a landing page with a beautiful full-bleed hero space and curated content. Users can browse the full volume on the ‘All Videos’ page where they can play around with a tag cloud to shuffle the grid. On a video detail page, we fixed enough space on the right hand side for comments to encourage live activity.

My Role

I constructed the page flow with the 3 modes and designed the layout of the pages using wireframes.

Challenge

Create an interactive product finder for iPad.

Solution

I experimented with 2 versions, one that lays out all categories on one plane and enables users to easily shift through the options, and the other that sets up a more immersive experience with full screen images and detailed instructions for users to browse through the categories step by step. The second option was recommended for its full usage of the screen size of a tablet.

My Role

I came up with the different variations and designed the wireframes.

Challenge

Create a seasonal campaign where users can browse through McCormick’s recipes and celebrate the holiday spirit.

Solution

I created a tight grid wall full of mouthwatering images to make the page look enticing, and then I applied an expandable grid wall with dropdowns so that users can quickly check out different recipes without having to leave the page. I also added a Favorites system and a share module so that users can take the next step of preparing the dishes by bookmarking the recipes or sending them to friends to enjoy together.

My Role

I was the interaction design lead on an interdisciplinary team.