SPECIMEN_003 / DIGITAL PRODUCT
PROJECT
SAMSUNG BACK TO SCHOOL LANDING PAGE
CLIENT
SAMSUMG.COM PRODUCTION & OPERATIONS
YEAR
2023
ROLE
DESIGN DIRECTION UX / UI
OUTPUT
PRODUCT / SYSTEM / E-COMMERCE
01 / CONTEXT
TEAM
UX / Dev / Publisher
IMPACT
2 TAILORED USER JOURNEYS
3 MONTHS FROM CONCEPT TO FINAL DELIVERY
1 CONNECTED VISUAL SYSTEM
BACK TO SCHOOL ISN’T ONE-SIZE-FITS-ALL.
Samsung needed a digital campaign that could speak to two very different audiences — students and parents — while bringing a complex ecosystem of products and offers into one cohesive experience.
TWO AUDIENCES. TWO JOURNEYS. ONE EXPERIENCE.
We created two tailored shopping journeys within one visual system, turning cross-category tech offers into a simple, relevant and desirable Back to School experience across Samsung.com and the Student Store.
02 / tHE BRIEF
Diving into the brief, the main points I pulled out of the brief was:
Make Samsung.com the preferred option for student and parents because we offer the widest range and best price for their must-have back-to-school tech.
Simplify and explain their range of offers to help customers choose the right equipment based on their needs.
Highlight and clearly communicate RTB’s and current offers, like Price Promise, Flexible Finance and Trade In.
We need to try and address multiple audience types: Students, Grads, Parents, Teachers.
KPI targets are grow revenue for the CUG site, exposure and engagement driven - increase sales of MX devices targeted to parents .
03/ RESEARCH AND INVESTIGATION
diving into the data, the main takeaways are:
-There are approx. 2m higher education students in UK, 0.5m students will be starting university in September.
-48% of new students bought a laptop for university in 2022, ASP £763. Laptops and tablets are the most extensively researched tech products.
-Parents seek deals, whereas Gen Z value quality - 43% parents said they will do comparative shopping online to find the best prices.
-Samsung customers still have very low awareness of the core RTBs such as Price Promise, Finance and Free Delivery. Also, Samsung.com are perceived to be less competitive on price than other retailers, how can we better clearly surface and explain those props? Highlight these in modules and signposting across the page.
04/ cUSTOMER JOURNEY AND UX WIREFRAMING
We needed to build a dedicated landing page with offers split by audience segments:
Route A - Parents and Teachers: Select offers and continue down buying journey on mainsite.
Route B - Students and Grads: Select offers, verify and proceed to student site.
05/ BRINGING IT TO LIFE.
Parents_&_Teachers
The journey starts with a dynamic KV carousel introducing the campaign, key offers and RTBs.
From there, users select Students & Grads or Teachers & Parents, unlocking a tailored journey with bespoke messaging, imagery and offers, guiding them from discovery to product selection and purchase.
Students_&_Grads
BUILT TO FLEX
A SEAMLESS PATH TO VERIFICATION
DESIGNING THE FULL ECOSYSTEM
Accessing student offers needed to feel as effortless as browsing them. We designed a bespoke verification pop-up triggered by the ‘Get Verified’ CTA, bringing multiple verification routes, GoCertify, UNiDAYS and Samsung Account, into one clear and intuitive flow.
Rather than taking users out of the journey, the experience was designed to reduce friction and create a direct path from verification to the relevant product buy page within the Student Store.
The experience extended far beyond the landing page. We considered every asset and component needed to communicate a complex mix of products, benefits and offers — developing bespoke iconography, offer cards, promotional modules, product imagery, UI elements and supporting visual assets.
Each element had to work individually and as part of a scalable system, making propositions such as Price Promise, Trade-In and Flexible Finance instantly recognisable while maintaining consistency across audiences, categories and touchpoints. The result was a flexible visual toolkit designed to make a content-heavy retail experience feel simple, cohesive and easy to navigate.
05 / THE RESULT
DESIGNED TO CONVERT. BUILT TO LAST.
The campaign transformed a complex Back to School proposition into a clear, shoppable experience, connecting multiple audiences, product categories and offers through one cohesive digital system.
From discovery and student verification to product selection and purchase, every touchpoint was designed to reduce friction, increase offer visibility and create clearer paths to conversion across Samsung.com and the Student Store.
4
CORE AUDIENCES CONNECTED
MULTI-CATEGORY
ONE CONNECTED SHOPPING EXPERIENCE
JUNE → OCTOBER
CONTINUOUS CAMPAIGN DELIVERY
+280%
STUDENT SALES GROWTH