Designers
Sunghye Cho, Ikjun Yang, Taeho Park, Kangwook Ko, Yoojin Seok, Seunghyun Yoon, Heein Shin, Domin Pyun
Year
2026
Category
Product
Country
Korea, Republic
Design Studio / Department
Retail & Service IT Group
Three questions to the project team
What was the particular challenge of the project from a UX point of view?
The greatest UX challenge was unifying completely different sales environments into one simple mobile experience. We conducted extensive field research in Germany, the UK, and Vietnam—interviews, surveys, and real workflow observations—and discovered that each region followed different tax rules, pricing structures, logistics flows, and cultural expectations. Turning this complexity into a single, predictable UX flow required more than simplification; it required redefining the entire architecture of Samsung’s only global sales platform. The challenge was to create a mobile tool that adapts to every region automatically, yet feels seamless and intuitive for all users in high-pressure customer situations.
What was your personal highlight in the development process? Was there an aha!-moment, was there a low point?
My highlight came when global sales teams validated the new flow and said, “Now I can finally answer customers immediately.” The aha-moment was realizing that one unified search could surface price, stock, and order tracking across regions with no extra steps. The low point was the long process of reconciling inconsistent data and business rules from different countries; at times, true consistency felt impossible. But through repeated surveys, interviews, and on-site observations, we turned those gaps into insights that made the UX much stronger, faster, and resilient for real-world use.
Where do you see yourself and the project in the next five years?
In five years, I see this platform becoming a fully AI-driven global sales hub that supports every stage of the customer journey. What we built is more than a mobile app; it is the foundation for how Samsung’s worldwide sales teams will operate with speed and clarity. I hope to continue leading large-scale UX transformations, using evidence-based research and structural problem-solving to simplify complex enterprise systems. This project is a blueprint for global UX integration, and I aim to expand its impact across more regions and industries.
