Samsung:Kitchen Configurator
Role: Senior UX/UI Designer
Scope: End-to-end design of responsive kitchen configurator tool
Team: Product Owner, Visual Designer, Developer (agency-side)
Tools: Sketch, Axure RP, UserTesting
Impact: +15% store foot traffic, –25% return rate, improved mobile completion flow
Overview
During an agency engagement with Samsung, I led UX for a responsive Kitchen Configurator that enabled users to explore appliance bundles by layout, finish, and product type. I owned the experience from early concepting through high-fidelity prototyping in Sketch and Axure RP.
Designed to reduce friction in the path to purchase, the tool supported both online exploration and in-store sales—with measurable impact on foot traffic and product return rates
Challenge & Objective:
Shoppers looking to build complete kitchen suites were often overwhelmed by the number of appliance combinations and unclear configuration flows. Together with my team, I designed and built a mobile-first tool that guided users through customizing their kitchen—helping them visualize layouts, explore finishes, and choose compatible appliances with confidence.
In the first month after launch, the tool contributed to a 15% increase in Samsung store foot traffic and a 25% drop in product returns, driven by the integrated measurement guidance that helped shoppers select appliances that fit their space.
Kitchen Configurator
Samsung wanted to simplify the experience of building kitchen appliance packages—especially on mobile. Shoppers were overwhelmed by options and lacked a clear, guided flow for selecting products that worked together across layout, finish, and style.
Objective
Create an intuitive, guided configuration tool that reduces choice paralysis, boosts shopper confidence, and supports in-store sales. The configurator needed to feel brand-aligned while solving for usability at every step—from discovery through product selection.
Exploration
🧠 Configurator Ideation
After reviewing competitor experiences and assessing Samsung’s product bundling challenges, I identified an opportunity to guide users through kitchen suite selection in a way that would reduce decision fatigue and naturally drive higher AOV. Rather than treating each appliance as a separate purchase, we aimed to reframe the experience around a complete kitchen—grouped by layout, style, and compatibility.
Working within agency constraints, I led UX exploration in Sketch and Axure RP, focusing on scalable interaction patterns that could flex across devices. While Forge wasn't in use, I applied the same principles of system thinking: modularity, reusability, and clarity. The result was a streamlined flow that helped users confidently configure, visualize, and purchase multi-appliance bundles.
💡 Initial UX explorations
We explored early concepts around layout, bundling logic, and visual presentation to support product customization. These prototypes focused on simplifying decision-making and helping users build confidence while configuring appliance suites.
Approach
🧭Exploring Configuration Flows
To guide users through a complex decision journey—without overwhelming them—I designed interactive flows that progressively disclosed options like layout, appliance type, and finishes. This kept the experience intuitive on mobile while supporting deeper customization.
🎛️ Interactive prototype showcasing bundling logic, layout options, and real-time kitchen previews
Initial explorations focused on simplifying decision paths and clarifying product relationships through custom layout structures.
Solution & Delivery
🚀 Final Implementation
Through rapid prototyping and iteration, we landed on a streamlined experience that helped users configure and visualize their kitchen bundles with ease. The MVP focused on core flows and launched directly within the product detail environment—delivering immediate utility while minimizing development overhead.
📦Shipped Experience
The responsive UI simplified complex choices and reduced friction—especially on mobile.
Team & Role
This project required close collaboration between our agency team—including myself as Senior UX Designer, a Visual Designer, PM, developers, and two junior designers I mentored—and Samsung’s internal stakeholders. I partnered with the lead strategist to prioritize key flows and collaborated with engineering to ensure the prototype was feasible, responsive, and visually aligned with Samsung’s brand standards. While we didn’t use Forge, we implemented scalable design patterns and reusable logic that enabled smooth handoff and laid the groundwork for future iterations.
Results & Impact
+15% increase in foot traffic to Samsung stores after launch
–25% return rate reduction due to integrated measurement guidance
Fully responsive prototype delivered with no redesign required post-dev
Collaborative handoff enabled seamless internal implementation
Design system-inspired approach ensured reusability and long-term scalability
Reflection
Working on this project through an agency partnership reinforced the importance of designing for scale—even without a shared design system. By focusing on modular UX flows and tightly aligning with Samsung stakeholders, we created a tool that reduced decision fatigue and clarified complex configuration logic. This experience sharpened my ability to drive consistency and clarity in ambiguous, system-less environments—skills I later applied when scaling Forge at Harry’s and Flamingo.