Help Me Choose Tool
The Help Me Choose Tool was designed to increase user engagement on Samsung.com and guide customers toward products that best fit their lifestyles.
As Lead Designer, I worked closely with UX designers, strategists, and copywriters to bring this project to life. The tool guided users through a series of multiple-choice questions, budget considerations, and use-case scenarios, ultimately recommending a product while offering upsell opportunities - or, where appropriate, suggesting a more affordable option.
The first iteration was thoroughly user-tested at the prototype wireframe stage before coming to me to establish the visual design and UI across desktop and mobile. I developed a look and feel inspired by gaming aesthetics—neon glows, dark colour palettes—while remaining consistent with Samsung’s strict design and UI guidelines.
Once the design was finalised, I partnered closely with the development team to ensure seamless implementation and launch.
It was a great success
Following the success of the Monitors Help Me Choose tool, the client requested its expansion across additional categories, including laundry, refrigeration, and TVs.
The tool has driven strong engagement, with high completion rates on the questionnaire and a notable uplift in conversions. It continues to evolve, with ongoing optimisation based on user data and analytics to refine the experience and further boost performance.
For the Laundry Help Me Choose Tool, the goal was to create a fresher, more lifestyle-driven experience. We kept the core functionality of the Monitors HMC but leveraged Samsung’s extensive library of lifestyle imagery. This transformed the tool into more than just a product finder—it also acts as a visual gallery, immersing users in aspirational imagery as they move through the journey.
