––– SAMSUNG –––

The World’s first TV configurator

I led creative and design to create a guided shopping experience to help Samsung customers choose their perfect TV

Role and responsibilities

I led creative and design to create a highly interactive, joyful consumer tool that turns the most overwhelming purchase in consumer electronics into a guided, personal, five-minute decision — built for samsung.com across 26+ global markets.

Business Impact

Challenge

Decoding tech specs

Samsung's TV range had grown into one of the widest in the industry — screen sizes, resolutions, panel types, smart features and design styles compounding into a decision most shoppers weren't equipped to make. Research into the category was blunt: shoppers weren't browsing with confidence, they were bracing for confusion.

The business need was just as sharp. Samsung needed online conversion, stronger brand affinity, and — critically — a higher attachment rate, getting customers into bigger screens, better product lines, and a TV that actually fit how they lived, not just what was on sale that week.

Research

TV shoppers everywhere are overwhelmed by so many choices

Category research with over 16,000 respondents surfaced a consistent emotional pattern, one we designed directly against rather than around.

Design approach

Personalising the shopping experience

Rather than ask shoppers to interpret panel technology, we asked them three things any homeowner can answer instantly: where the TV will go, what they'll mostly watch, and how big a screen actually fits the space. Everything technical — resolution, sound, smart features, design style — was then translated and visualised against their own answers, not presented as an isolated checklist.

• Streamlined UI that surfaces what shoppers need exactly where and when they need it

• Bite-size learning through immersive imagery rather than dense technical copy

• A persistent bottom bar acting as a live guide and running price estimate

• End-to-end customisation that adapts visuals to the shopper's own selections, not generic stock

Step 1 | Your Space

Where will your TV go?

The journey opens with the most concrete question in the whole purchase: living room, bedroom, kitchen, outdoors, or entertainment room. The shopper's answer doesn't just personalise copy — it sets the literal backdrop they'll see the TV sized and styled against for the rest of the experience, designed like a model home rather than a product page.

Step 2 | Your Size and Preference

A TV that grows in your room

Once the shopper named a passion — sports, gaming, movies, décor — that interest carried through every visual in the journey, screen fills, demo content, even the imagery used to illustrate resolution. The size slider scaled the TV live inside the shopper's chosen room photograph, with an AR option to drop the actual dimensions into their own space through their phone camera.

• Dynamic slider populated from the live regional SKU range, not a fixed scale

• Room imagery and scale shift realistically as screen size grows toward 130"

• Web AR opens directly from the slider for an in-space, real-world check

Step 3 | Your Picture Quality

How brilliant do you want your picture?

Resolution is the hardest spec to sell because most shoppers can't visualise the difference between FHD, 4K and 8K from a number alone. We replaced the number with a live magnified comparison rendered against the shopper's own passion imagery — sport, film, gaming, décor — so the upgrade became something they could see, not something they had to trust.

Demos played inline as muted autoplay video, giving shoppers the option to go deeper on features like Smoother Motion or Vivid Colour without ever leaving the flow.

Step 4 | Your Style

Design as a deliberate, draggable choice.

The final stage let shoppers explore Samsung's design language — Infinity Screen, Frame, Iconic, Rotating, Projector — through a 360-degree image they could physically drag to rotate. Each style swapped in its own description and feature set in real time, ending in a running summary bar showing exactly what TV they'd built and its live price range.

Reflection

A configurator only earns its name if every screen feels like the customer's choice