LG Ultra Large TV
Global Campaign 2021
Service Design & CX Strategy for Global Market Expansion
The LG Ultra Large TV Global Campaign aimed to enhance user engagement and sales through a seamless online experience. The project involved creating user personas, analysing the user journey and conducting overall user research. We adopted a service design approach to ensure consistency across all touchpoints. We also developed a UX design strategy and identified design principles, user needs and pain points. The campaign was tailored to the user’s needs and preferences through research, surveys and usability testing. The result was a campaign that met user needs and increased sales.
Challenge
Launching a global campaign for a premium product category involves navigating diverse market expectations and complex customer journeys.
The Problem: Fragmented user experiences across different regions and touchpoints often led to a drop-off in the transition from interest to purchase.
The Goal: Elevate LG’s digital presence through a unified UX strategy that addresses specific user pain points and maximizes ROI on a global scale.
Insights
To build a campaign grounded in real-world behavior, I worked closely with the team that spearheaded a comprehensive research and discovery phase:
User Research & Personas: Conducted global surveys and usability testing to define detailed user personas, identifying the specific motivations and barriers for customers investing in ultra-large screens.
Service Design Mapping: Analysed the end-to-end journey to identify friction points between initial discovery, technical comparison and final conversion.
Benchmarking & Principles: Established core design principles based on user needs, ensuring that the premium nature of the product was reflected in every digital interaction.
Action
I implemented a strategic design framework focused on consistency and conversion-centric UX:
UX Design Strategy: Developed a design approach that allowed for consistent branding and functionality across diverse global markets while remaining flexible enough for local requirements.
Journey Optimisation: Orchestrated the redesign of key touchpoints to simplify complex technical specifications, making it easier for users to understand the value of ultra-large screen technology.
Data-Driven Iteration: Used continuous feedback loops and usability testing data to refine the interface, ensuring that the campaign remained perfectly aligned with evolving user preferences.
Stakeholder Integration: Collaborated with Marketing and Sales teams to ensure the digital strategy supported broader business goals and high-level campaign KPIs.
Impact
The LG Ultra Large TV campaign resulted in a measurable improvement in global digital performance:
Sales Growth: The strategic alignment of UX and business goals led to a significant increase in conversion rates for the ultra-large TV segment.
Global Consistency: Successfully implemented a unified service design approach that ensured a premium brand experience across all international markets.
Engagement Metrics: Improved time-on-site and interaction rates by providing a more intuitive and visually compelling product exploration journey.
UX Maturity: Elevated the standard for LG’s global campaigns by demonstrating the ROI of a research-led, user-centric design process.