Crafting an exclusive digital space for Samsung Fold owners
Client / Company
Samsung
Category & Role:
Web App & Product Designer (Done in collaboration with Shaun Moynihan)
Skills:
User Research, UX Design, Product Strategy, User Interface Design (UI Design), Prototyping, Presentation
Tools:
Figma, Spline 3d, Pen & Paper
Goal
Create a dedicated space for early adopters. Deliver exclusive content and a consistent user experience. Enhance the shopping journey and member engagement.
Problem
Samsung sought to enhance its relationship with early adopters during the launch of a new flagship device. The challenge was to create a platform that offered exclusive content, streamlined purchasing, and fostered a sense of community among users.
Solution
In collaboration with Samsung we developed a new concept for the Owner’s Lounge, a digital platform featuring:
Exclusive Content: Collaborations with influencers like Dwayne Johnson, David Beckham, and Paul Rudd to provide candid walkthroughs, interviews, and videos.
Interactive Features: Demos, product walkthroughs, and dedicated landing pages paired with social media campaigns to extend engagement.
Enhanced Shopping Experience: A new device order flow offering guided user experiences, highlighting carrier options, trade-in availability, and interactive tutorials.
Editorial Space: A dedicated area for sharing news, reviews, and announcements about upcoming devices.
Process
1. Research & Strategy
To explore how Samsung could enhance the Fold owner’s experience, we conducted stakeholder interviews and competitive analysis. While user research was limited due to the project’s conceptual nature, we referenced industry trends and insights from Samsung’s existing user base. This informed our approach to creating value for early adopters, brand advocates, and power users.
2. Concept Development
Through workshops and journey mapping, we identified key opportunities for engagement and retention. Our proposed features focused on:
A premium content hub featuring influencer-led product walkthroughs.
A streamlined purchasing flow tailored to existing Samsung users.
An editorial space for curated updates, Fold-specific tips, and product announcements.
3. Design & Prototyping
We developed high-fidelity UI/UX designs and an interactive prototype, ensuring that the experience aligned with Samsung’s One UI ecosystem. The designs were well received, and stakeholders expressed enthusiasm for how they could enhance the ownership experience.
4. Concept Validation & Alignment
While Samsung explored influencer partnerships and potential rollout strategies, our involvement remained within the conceptual phase. The designs were created as a standalone exploration rather than an integrated roadmap for direct implementation.
5. Impact & Reflection
Although we did not have visibility into whether Samsung launched the platform or tracked retention improvements, our collaboration helped highlight opportunities for deeper customer engagement. The work reinforced the value of a dedicated owner’s lounge for fostering brand loyalty and differentiating the Fold experience.
Outcomes
While we do not have visibility into whether Samsung implemented the Owner’s Lounge, our concept development provided:
A Strategic Framework for Engagement – The designs and proposed features offered Samsung a roadmap for deepening customer relationships through exclusive content, streamlined shopping experiences, and community-driven features.
Innovative UX & UI Solutions – The interactive prototype demonstrated how an integrated Owner’s Lounge could enhance the Samsung Fold ecosystem, aligning with the brand’s One UI standards while offering a differentiated experience for power users.
Validated User Value – Stakeholder feedback confirmed that the proposed platform effectively addressed pain points and introduced new opportunities for loyalty and brand advocacy.
Influencer & Marketing Alignment – Samsung explored influencer partnerships as part of their potential rollout strategy, highlighting the appeal of a premium, content-driven experience for Fold owners.
