Samsung Digital Design System Evolution

My role: Creative Director
Creative Director: Kim Granlund
UX Creative Director: Shashank Raval
Designers: Chaz Rini, Ben Downard, Sean Hackett
Agency: R/GA

Problem: Samsung needed a new website to help it compete with Apple in the smartphone market, and to help promote its galaxy of products that give the company a distinct competitive advantage. It also needed an ongoing implementation and evolution of the design to keep pace with its many product launches, which we were to manage.

Solution: We developed and maintain the new Samsung.com with ongoing enhancements, management of product launches and campaign integration throughout the digital ecosystem. After the launch of the new dot com, the Galaxy S7 sold 55 million units. During the year of 2016, we used the new site to launch a major product or series of product each month including Note 7, the Move and Go Collection, home appliance products, VR applications and information related to software updates and security. Each launch brought unique opportunities to improve upon existing templates and patterns previously developed. The new system was developed using a modular approach to design, with a focus on building systematic components that could be re-used through Samsung.com

Site traffic increase over calendar year 2016: 30%

Galaxy S7 Sales: 55 million through 2017

Ranking: Ranked #1 most visited site in Consumer electronics category