2022
Growth
Samsung Research & Development Institute
Increasing Samsung Account Registration Rate
Outcome: Led Samsung Account adoption across 1B+ global users, driving +13% CTR, +11% increase in registration rate, and +5.3% global CRM revenue in collaboration with Samsung HQ in Suwon, South Korea.
Executive Summary
Samsung Account is an authentication platform in Galaxy Devices that is designed to provide single-sign on experience to Samsung Apps & Services.
Situation
Low registration rate of Samsung Account despite growing sales, leading to poor discovery of features.
Task
As a Senior Designer in Multi-Device Experience Task Force, the task was to identify the root cause why users were abandoning Samsung Account registration which sits at the intersection of multi-device experiences.
Action
Conducted end-to-end UX research, proposed & launched multiple global solutions across all teams by partnering with cross-functional team of 10 members including Managing Director, Design Director, Product Managers, Engineers, Researchers and Designers.
Results
Led Samsung Account adoption across 1B+ global users, driving +13% CTR, +11% increase in registration rate, and +5.3% global CRM revenue in collaboration with Samsung HQ in Suwon, South Korea.
Problem Statement
Samsung Account's Global Signup Rate stopped at 40% for 3 consecutive years from 2020 to 2023.
Primary Reason
Stagnant Rate
Samsung has been releasing multiple features including multi-device ecosystem, that runs mostly through Samsung Account. Low Signup rate in Samsung Account directly impacts their adoption.
Secondary Reason
CRM Pressure
In early 2023, India’s IMEI database purge impacted Samsung’s CRM activities. This increased the importance of Samsung Account as a key customer engagement channel.
Tertiary Reason
Rivalry Pressure
Back in 2022, Apple Phones were almost double with 60% registration rate, posing a tough competition to Samsung Account.
Objective
"Registration Rate of Samsung Account should reach 70% by end of 2023 to compete iOS."
Huichul Yang
Global Head of UX Team, Corporate VP
Samsung Head Quarter, Suwon, South Korea
Team Structure
The "Better Together" Task Force.
The below diagram presents the "Better Together" task force including On-Device AI, IoT & Wearables, & Multi-Device Experience Teams, which further had majorly three departments, namely, the Tech, Product, & UX, which led multiple projects under the umbrella of "Better Together" initiative.
Priority Projects
5 Priority Projects of the Task Force.
The "Better Together" task force identified 5 different large scale projects as listed below based on leadership, stakeholders, and data analysis.
Project 1
Project 2 (This Project)
Project 3
Project 4
Project 5
Project Workflow
In a nutshell, it is a Design Thinking Model.
The below diagram presents the workflow, approach, & methods used for the project of "Increasing Samsung Account Registration Rate", and how a complex version of Design Thinking Model was applied due the influence of its scale & involvement of multiple stakeholders.
Preliminary Hypothesis
"Users are not aware, and aware users do not find value in SA."
SRIB UX Team
UX Research Plan
Devised a robust research plan to conduct bias-free UXR to validate preliminary hypothesis.
Recruitment Criteria of 40 Participants:
Selected two Tier-1, and two Tier-2 cities for randomising outcomes.
Selected the popular A-Series Galaxy Phone, as per Data Analytics.
Selected three Personae, namely, an iOS user, a Samsung Flagship Phone user, and A-Series model user.
Selected age group between 18-54 years old with 1:1 male & female ratio.
External Research Agency Selection
Led UXR to in collaboration with a competent & experienced External Agency, TATA Elxsi.
Research Objectives Across all Phases of Customer's Journey
1
Intent
Do Linked Apps & Services come on top of user's mind?
2
Enquiry
Is there sufficient information for users enquiring about Linked Apps & Services?
3
Purchase & Onboarding
Do users get prompted about Linked Apps & Services during the purchase & onboarding journey?
4
Usage
Do users come across enough reminders?
Do users understand the benefits of Linked Apps & Services while using?
Geography Selection
4 cities (Tier-1 & 2) chosen based on analytics & agency's presence.
Device Selection
A-Series Model is selected because it had highest sales.
Narrowed down Persona
Age 18-54, Working, Tier 1 or 2 City Resident, 1:1 Male Female
Identifying Key Touchpoints
Samsung Analytics highlights which touchpoints lead to Registration
Physical Store Selection
01
Experience Center
Identify typical customer profile in Experience Center and understand their interest in Linked Apps & Services, and other motivating factors.
12
Samsung Cafe's
Identify typical customer profile in Smart Cafe's and understand their pain points and other points of frustration while purchasing.
12
Multi-Brand Stores
Identify typical customer profile in Multi-Brand Stores and observe how Store Executives pitch to a customer.
3 Key Insights
01
Value
Global solutions not tailored to local needs
02
Awareness
Lack of awareness of Linked Apps & Services
03
Experience
Invisible Touchpoints & Tiring Signup Flow
01
Global solutions not tailored to local needs
Power of Third Party Apps
Unlike 3P Apps, Linked Apps & Services are bloatware, not meant for daily needs.
Third Party Apps (3P), agnostic of OS & OEMs, are used by friends & family members. They stay relevant in their lives even if they switch brands.
Hardware over Apps
Hardware is on top of mind, not Samsung Account linked apps & services.
90% sales are generated by Retail, and unfortunately Store Executive's sales pitch is designed on hardware because customers enquire about camera zoom quality, battery life, storage, display, etc. A lost opportunity for Samsung Account during purchase journey at the store.
OneUI is essentially Android
Android limits OneUI in mandating Samsung Account.
Due to rigid Android policies, Samsung account does not reserve the right to mandate registration for any fundamental actions taken by the users. For example, Samsung has no control over the Onboarding Wizard.
Global solutions not tailored to local needs
How Might We's
Unlike 3P Apps, Linked Apps & Services are bloatware, not meant for daily needs.
How might Linked Apps & Service cater to daily needs?
Hardware is on top of mind, not Samsung Account linked apps & services.
How might we leverage hardware for adoption of linked apps & services?
Android limits OneUI in mandating Samsung Account.
How might we introduce sense of mandate?
How Might We deliver real user value through Samsung Account?
Recommendations shared with Business Team
Store Executives busy pitching hardware capabilities only
Insight 2 / 3
User Research
Solving for Awareness
Competition Benchmarking
Lack of awareness of Linked Apps & Services
Deprived of In-app Information
Benefits of Linked Apps & Services are absent or buried.
The device do not communicate the benefits of Linked Apps & Services either while in use. Most users never discover these services in their device lifecycle.
Voice of customers
"I have never heard about Samsung Account"
"My life is complete with Google & other Apps"
"Is Samsung Account a Google Account?"
"I use Samsung Account only for offers & benefits"
"Store executives did not tell me about Samsung Account"
"None of my family members use Samsung Account, why should I use it?"
"I don't know how Samsung Account would benefit me"
"Where is it in the Phone?"
Daily Sales Target in Retail
Store executives rush to complete Onboarding to meet daily sales target in a multi-brand store, haphazardly skipping account related benefits.
There are plethora of multi-brand stores compared to Samsung Smart Cafe's. They offer comparison between multiple brands, and quicker in processing which attracts budget-friendly customers. Approximately 70% sales take place here compared to Samsung Smart Cafes. But, the multi-brand store executives are not trained by Samsung, and lack basic knowledge of Linked Apps & Services. Moreover, they rush to meet the daily sales limit, skipping the Onboarding Screens as fast as possible.
Multi-Brand Store Executives walking us through Registration
In Conversation with Multi-Brand Store Executives
How Might We make sure Samsung Account is present & clearly visible to Retail Customers?
Recommendations shared with Retail Team
Retail Concept 1
Linked Apps & Services Visible on Packaging
Source: Re-visualized using GPT 5.5
Retail Concept 2
Store-Scape with Customer Kiosks
Source: Re-visualized using GPT 5.5
Retail Concept 3
Linked Apps & Services in Standees & Banners
Source: Re-visualized using GPT 5.5
How Might We make sure Samsung Account is on top of mind of Customers?
Recommendations shared with Marketing Team
Marketing Concept 1
Linked Apps & Services take a spot in Unpack Events
Image Source: Samsung News
Marketing Concept 2
Collaborate with YouTubers who Customers Trust
Image Source: Mrwhosetheboss
Marketing Concept 2
Collaborate with YouTubers who Customers Trust
Image Source: MKBHD
Marketing Concept 3
Relatable Advertisements to the A-Series Persona
Image Source: Screenshot of Apple Spectrum YouTube Channel
How Might We communicate Samsung Account's benefits through device?
UX Solution: Sticky Push Notifications
Sticky notifications pushed to users after Onboarding OR Software Update (whichever is earlier).
Launched in Mar, 2023 as part of One UI 5.3 update. Secure Folder, Samsung Pass, Find My Mobile and other valuable Apps & Services are pushed through Sticky Notifications.
UX Solution: Show Benefits in Settings App
Final designs of Samsung account touchpoint in Settings App, as launched in Oct, 2023 as part of One UI 6 update.
UX Solution: Communicate Benefits in Signup Page
Final designs of Samsung account landing page, as launched in Mar, 2023 as part of One UI 5.3 update.
UX Solution: Linked Apps highlighting Account
Launched in Mar, 2023 as part of One UI 6 update.
Insight 3 / 3
Retail Experience
Easing Sign Up
Competition Benchmarking
Invisible Touchpoints & Tiring Signup Flow
Long Onboarding
Repetitive wait times, multiple user inputs, and long flow makes the Onboarding exhausting. User onboards to both Android & One UI in this setup wizard.
Onboarding (OOBE) is the first thing an excited customer deals with while unboxing the new phone. Based on usability study, it is found that users tend to skip steps wherever possible to avoid decision fatigue. In addition to that, One UI Onboarding Flow is placed towards the end after Android Onboarding Flow. By that time, customers reach peak frustration already.
Usability Testing
Usability Testing
Competitor Analysis
Competitor Analysis
How Might We make the Samsung Account signup flow seamless?
UX Solution: OTP Based Signup
Picked up as a separate project for next phase.
Summary
Value
Awareness
Experience
Summary of all recommendations
Pillar
Insight
Solution/Concept
Delegated to
Status
Results
Value
Global solutions not tailored to local needs
Concept: Group Account
Business Development Team
In Review
No Results
Setup & Configure
Setup & Configure
Concept: Dot Com Site
Business Development Team
In Review
Auto-Switch
Setup & Configure
Setup & Configure
Concept: Increase Cloud Storage
Business Development Team
In Review
Airdrop
Setup & Configure
Setup & Configure
Concept: Bundle with relevant Third Party Apps (Spotify Premium)
Business Development Team
Launched
Airdrop
Setup & Configure
Setup & Configure
Concept: Universal Search
Business Development Team
In Review
Airdrop
Setup & Configure
Setup & Configure
Concept: Samsung Account as Employee Account to reap all benefits
Business Development Team
In Review
Handoff
Awareness
Lack of awareness of Linked Apps & Services
Sticky Notifications after Onboarding OR Software Update
Product & UX Team
Launched
+13% global increase in CTR, +11% increase in Signups, and +5.3% increase in Global CRM revenue.
Continue
Setup & Configure
Samsung Account touch point in Settings App
UX Team
Launched
3.6%
Continue
Setup & Configure
Sign in with Google on top
UX Team
Launched
3.6%
Continue
Setup & Configure
Sign in with Google highlighted
UX Team
Launched
3.6%
Continue
Setup & Configure
Carousel of Benefits to show more with less
Product & UX Team
Launched
3.6%
Continue
Setup & Configure
Remind me Later
Product & UX Team
Launched
3.6%
Continue
Setup & Configure
Nudges through App Settings
Product & UX Team
Launched
3.6%
Continue
Setup & Configure
Remind me Later
Product, Legal & UX Team
Launched
3.6%
Continue
Setup & Configure
Bytes-sized advertisements
Marketing Team
In Review
3.6%
Continue
Setup & Configure
Account Benefits in packaging
Retail Team
In Review
3.6%
Continue
Setup & Configure
Store-scape redesign
Retail Team
In Review
3.6%
Continue
Setup & Configure
Store executive sales pitch redesigned
Retail Team
In Review
3.6%
Continue
Setup & Configure
Linked Apps Preinstalled in Home Screen by Default
Product & UX Team
In Review
3.6%
Continue
Setup & Configure
Always on Display (AOD) Widgets requiring Account are Preinstalled in Home Screen by Default
Product & UX Team
In Review
3.6%
Experience
Invisible Touchpoints & Tiring Signup Flow
OTP Based Signup flow
Product & UX Team
Next Phases
No Results
Learnings
Spend 80% of time with the problem.
Go extra mile to advocate for user
A Product's success has three pillars, Awareness, Experience, & Value.
Thank You
StudioArnav
A personal website of Product Designer Arnav Bhagawati
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