Samsung KX

Samsung UK

Account Manager: Nik Newman
Project Manager: Jason Garcia

Cheil

Project Manager: Sabrina Madiar
Account Manager: Brendan Patterson
Lead Developer: Tiago Sousa
Junior Developer: Roman Baranovski
Strategist: Sandra Perriot
Lead UI: Lee Meriks
Head of UX: James Sinclair
Lead UX: Aaron Standen
Junior UX: Daniel Mutis

My Role

I helped create the strategy and oversaw UX activities.

Background

Samsung Kings Cross (Samsung KX) is located in the Kissing Point, the space that connects two converted 19th-century coal warehouses, in Coal Drops Yard. It is not officially a shop, but rather a space where visitors can get hands-on with some of Samsung’s latest innovations, discover things, attend events and in the process, fall in love with the Samsung brand. KX had a soft opening in July 2019 and was officially launched in September 2019.

Challenge

Communicate what Samsung Kings Cross (Samsung KX) is and why it’s worth a visit to drive footfall
Deliver a microsite with Qudini booking system for repairs and servicing

Approach

Identified a suitable set of references (Today at Apple, Lulu Lemon Studio, L’Occitane Tea Lounge, V&A, Barbican) to showcase the richness and diversity of the activity programme
Mapped references onto the Qudini booking system to identify what it could deliver and what required workarounds
Produced wireframes to inform the creation of a Qudini-based prototype for user testing
Conducted user testing with three iterations, with UI and Dev attending to facilitate fixes and design changes
Identified and addressed issues with finding and booking events and services, as well as communicating the idea of KX to quickly grasp its purpose
Captured 90% of the initial ambition in two weeks, which was enough to get the site into production for the July soft launch

Outcome

During the first month of the microsite being open (September 01 – October 01), it received 81,000 users who on average spent 3 minutes and visited 2.8 pages per session
26,000 users viewed the “what’s on page,” which led to 19,000 event page views and contributed roughly 6,000 visits to the 21,000 KX Coal Drops Yard visits
These results were in line with Samsung’s expectations.