Samsung TV — e-Commerce Refresh Proposal
A TV that looks
nothing like a TV
Project brief—
The TV market is a complicated one, with its laundry list of tech, specs, inches, and pixels.
So, when a large share of your sales come through third-party retail sites, with their rigid layouts and less-than-glamorous visuals, simplifying your consumer journey becomes priority number 1.
Samsung needed a way to clear up confusion, spice up its storytelling, and stand out amongst a busy crowd of competitors.
[Project was proposal only]
Key skills: strategy, content planning, market and industry research, copywriting
Project result—
As part of an initial brainstorming process with Samsung, I conceptualised refreshed product display pages (PDPs) for The Frame & Neo QLED TVs.
First, I considered the ideal consumer for each product—their usage cases, budget, voice, and interests—and tailored the approach for each.
Then, to cut the complexity, I used words that were familiar, understandable, and not too heavy on the tech jargon.
Speak to the consumer in the language they know best—then jazz it up a bit.
I put the consumer benefits front and centre, and turned the ‘tech and specs’ into relatable, tangible elements anybody could picture in their home.
It went from Motion Rate 200 to running with the players on the field.
The result? Inviting product display pages that were easy to read and as beautiful as the TVs they showcased.
The Frame
An emphasis on design, style, and visual impact.
Neo QLED
An emphasis on cinematic viewing, sport, and gaming.
Project learnings—
Although just an initial brainstorming proposal, delving into the complexity of the TV market was incredibly insightful
Simplifying difficult terminology doesn’t necessarily mean ‘dumbing it down’. Using emotion, empathy and creativity can offer numerous ways to connect more powerfully through word