Samsung dot com PDP • 

Off the back of the Samsung Backstage work, Samsung asked Iris Worldwide to redesign the product detail pages for the Gear 360 camera and Gear VR with Controller on Samsung.com. The existing pages weren’t converting. The products were genuinely exciting, the pages weren’t doing them justice.

DISCOVERY

Working alongside UX designers who had mapped the user research, I focused on understanding how retail staff actually moved through their day, short windows between customers, high distraction, and low tolerance for friction. That context shaped every interface decision: bite-sized content chunks, a progress system that made advancement visible and rewarding, and a leaderboard that introduced healthy competition without pressure.

WHAT I DID

I redesigned the entire interface across web and native mobile, building a visual system that balanced Samsung’s brand with the energy of a platform people would choose to open. The profile section became the emotional core of the experience, tracking progress, celebrating milestones, and showing users exactly where they stood. Courses were restructured into short, complete sessions. Quizzes and challenges were surfaced as rewards, not obligations.

The platform worked well enough that Samsung asked us to reskin it for their Samsung One B2B programme, which I also led.

OUTCOME

Platform adoption increased by 80% across Samsung’s retail teams. The Samsung One (B2B) reskin extended the system to a second client programme, validating the scalability of the design approach.

I also work on the creation of the Samsung Backstage Promo video, which can be watched here

Software

Sketch