Helping Users Make Confident Choices Through Side-by-Side Evaluation
Created Samsung’s first smartphone comparison tool prototype to address the lack of side-by-side evaluation, helping users compare up to three models and make more informed purchase decisions.
Samsung.com
UX Designer
Co-led a team of 2 UX designers
UX research, wireframing, prototyping, user testing, QA testing (Tools: Figma, Adobe XD)
THE PROBLEM
This user flow shows how users move from the Product Filter Page to using the comparison tool and selecting products to compare.
We proceeded to wireframe each section of the comparison tool to clarify how we want users to interact with the comparison table seamlessly.
After defining the flow and reviewing numerous team sketches of the component wireframes, we received approval from the UX Head. As a result, we developed a clearer wireflow illustrating how the Comparison Tool will function.
By now, we had an idea of how the designs would look through the wireframes and had defined a clear flow for the Comparison Tool. So, we took some time to create a high-fidelity version with a prototype.
We conducted 45-minute interviews, starting with questions about phone shopping habits and recent purchases. Participants then explored the prototype through guided scenarios using the comparison tool.
User testing revealed key insights into phone shopping and comparison behaviour. UK users tested the Product Filter Page, while Swedish users explored the comparison tool.
Based on the key findings and recommendations identified from the user interviews, we made the following changes. Our next step and goal is to test the next iteration with additional users, if possible.
User testing uncovered key areas for improvement, including product card clarity, collapsing table rows, and the visibility of CTAs. Insights led to design tweaks that made comparison easier and more intuitive.
