Samsung was one of the largest accounts within Razorfish and they were in need of an improved way to market their products online, better connect the digital and in-store customer experiences, and an upgrade to their digital design system. As Creative Director at Razorfish, I collaborated with Samsung client marketing leads to re-imagine their customer experience and elevate design for much of the US-based .com site, with primary focus on B2C mobile product marketing and sales. This included leading design and content creation supporting new product announcements and launches. I led a team of creative directors, art directors, visual designers, copywriters, UX directors, UX designers, product managers, and digital strategists. I not only directed the team, but also collaborated closely with clients to discover opportunities to reimagine their entire customer experience.

Samsung’s US .com experience was designed to provide product marketing flexibility through various lifecycle phases, including pre- and post-launch of new products. I refined Samsung’s digital design system, which increased availability to shared components and resulted in reduced development time.

Deliverables include high-fidelity comps, wireframes, prototypes, documented component library, copy, and conceptual POVs. In addition to launching localized US pages, we also established a design process to efficiently meet client and market demands, led third-party vendors, designed a library of reusable components, focused on personalization efforts, and used data/analysis to inform design changes. Our work resulted in increased customer engagement and conversion, while building a roadmap for Samsung to better serve their customers.