Samsung: Play, Learn, Sell. 

Training App for Samsung Teams

80% increase in platform adoption across UK Samsung’s retail teams.


Samsung’s Backstage platform gave retail staff access to product training, quizzes, and competitive content, but engagement was low. The platform felt dated, the learning experience was passive, and staff had little reason to come back once they’d completed the basics. Samsung needed something that felt less like mandatory training and more like something people actually wanted to use.

 

I was brought in as Lead UI Designer to lead the interface redesign across web and native mobile.

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

My Role

Lead UI Designer


 

Credits

In collaboration with UX designers Melanie Duroux, Rita Lopes, and Alex Moulin at Iris Worldwide.

Software

Sketch

Splash, login, Register and Details screens
three-users-scaled
02_users-mobile
tailoring-experience
03_profile-APP-02
bite-size-courses-scaled
04_courses
rewared-advocacy
03_profile-APP-01
05_Product-Hub
06_course-scaled
07_quizzes
4 screens of the onboarding process
Cross
05_product-hub-Desktop
03_profile-desktop-01
04_courses-Desktop-scaled

Client

Samsung Backstage UK

Agency

iris worldwide

Year

2019

Uncover more about my work

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