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In this strategic initiative, the goal is to leverage Samsung's brand visibility to promote Samsung wallet, with a specific focus on expanding market share and attracting users from the Gen Z demographic. The project aims to unlock the future potential of Samsung Pay by implementing targeted strategies that resonate with the preferences and behaviors of the Gen Z audience.

My Role: Service Design, User Experience Design, Product Design.

Team: Shruti, Tanishq, Reva, Yushan, Akrati

Duration: 10 Weeks

Software: Figma, Illustrator, Sketchup & Lumion

Problem

Despite Samsung's strong brand recognition among Gen Z, a majority of this demographic are unaware of or do not use the Samsung Wallet for daily transactions, preferring alternative payment apps instead.

Who Are The Users ?

The project aims to increase Samsung Wallet's adoption and usage within the Gen Z segment by addressing the lack of awareness, misalignment with their preferences, and any user experience barriers.

Solution

1. Personalization and Progressive Disclosure:

Implement easy-to-use personalization features (avatars, gamification) and gradually introduce more advanced options to build trust and reduce drop-off.

3. Customized Wallet Assistant:

Integrate a personalized assistant to help users manage their finances and foster a sense of "financial independence" among Gen Z.

2. Radial Ecosystem:

Develop a user-centric ecosystem where the Samsung brand, community, offers, and payments revolve around the user's needs.

4. Social Media Content:

Create engaging social media content and campaigns targeting Gen Z and young millennials to drive awareness and interest in the redesigned Samsung Wallet.

Impact

  • The project was well-received by the Samsung Wallet team, who were impressed with the strategy to bring in new Gen Z users through online and offline channels.

  • The new features created for the app were projected to help gain an additional 30% of Gen Z users within the first 6 months of launch.

  • The new features were also expected to help retain 85% of existing users over the same time period.

Research

Samsung Pay Market Share and Visibility (United States)

14.3 -16.3

Million Users

have used Samsung Pay at least once

Business of Apps 2023

Insights

Secondary and Primary Research & Co-creation workshop

1

Among Samsung phone users, Samsung Pay/Wallet is not widely recognized.

4

Users should be made aware of excessive purchasing habits.

7

The way of approaching users to adopt new technology and understanding the core benefits need to be very clear and motivating.

2

The brand should bring a memorable experience to its users which differentiates Samsung from its competitors.

5

Understanding the user's habits/mindset towards using digital wallets.

8

Inter-user help and community sharing.

Methods Used

Surveys, interviews, and co-creation workshops involved participants from both Samsung Wallet users and non-users, as well as business owners and stakeholders from the Samsung Wallet team.

3

Feel privileged for being in the brand family.

6

Make user purchases worth the time and effort.

Design Strategy

Dual Approach

Radial ecosystem : Creating a centralized ecosystem where the user is the main entity and the Samsung brand, community, offers, payment all revolve around the user.

Value Generation Strategies

Content creation opportunities on social media networks for customer growth majorly comprising of GenZ and young millennials.

Offering easy adaptation and progressive disclosure of varied personalization opportunities (avatars, gamification and more) to create a more trusted and reliable application with low drop-off rates.

Having a customized Samsung wallet assistant which will help out with regulating your spending patterns and track your activities to give a sense of "financial independence" for the GenZ users who are just getting in the professional and economic landscape in their lives.

Iteration & User Testing

Coupons

User Want

During user research, we found that users wanted to customize their Samsung Wallet just like their physical wallet, only including the features and functionality they were most interested in.

Improvement

Users can select the specific features they want during Samsung Wallet setup, ensuring a personalized digital wallet experience.

User Want

During user testing, I found that users wanted to avoid wasting the coupons they didn't end up using.

Improvement

To address the issue of unused coupons going to waste, I came up with the option for users to trade or gift their unused coupons with friends and family. This allows them to maximize the value of the coupons they receive and foster a sense of community within the ecosystem.

User Want

Users requested the ability to link their other payment accounts directly to the Samsung Wallet, enabling a comprehensive and seamless digital wallet experience.

Improvement

During the account setup process, users can conveniently link their other payment accounts to the Samsung Wallet, creating a centralized and streamlined digital wallet experience.

User Want

Users expressed a desire for the wallet to motivate them to save money and stick to their budgets.

Improvement

The wallet provides personalized notifications and reminders to motivate users and inform them about their spending, helping them stay on track with their budgets and savings goals.

Solution Flow

Empowerment

Inspiring users to actively oversee their finances within the community.


Brand Visibility

Pop-up Stores reflect the brand's identity, values, and aesthetics, creating a memorable and Instagram-worthy experience.

Benefits

Community Engagement & Support - Offline & Online

Facilitating user interactions, discussions, and information sharing to develop a strong sense of loyalty towards a brand.


Personalized Experience

Allowing users to create unique and expressive avatars that reflect their individuality.

My Role & Takeaways

My contributions to this project focused on enhancing user experience and brand appeal for a Gen Z audience.

I played a key role in:

Research and Ideation: Conducting user research and developing a brand and marketing strategy tailored to Gen Z preferences.

Key Takeaways:

User-centricity: Prioritize understanding and addressing user needs and pain points for impactful product/service design.

Iterative Approach: Embrace an iterative design process, where each stage provides valuable insights and opportunities for improvement.

Feature Development: Designing and crafting the "create and customize your avatar" feature, which garnered praise from Sr. Director of Product @ Samsung Pay, Sridhar Rajiv K., and sparked interest in potential integration into the app.

Adaptability: Be open to pivoting and adjusting ideas based on research and user feedback to align with market dynamics.

Stakeholder Engagement: Presenting and garnering positive feedback on my "trade and gift unused coupons" solution from the Samsung Wallet team.

Iterative Approach: Embrace an iterative design process, where each stage provides valuable insights and opportunities for improvement.

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