Case Study · 3 Months · UI/UX Designer
Repositioned Samsung's B2B digital presence for the Construction and PRS sectors — transforming a product-led catalogue into a consultative partnership platform that demonstrated industry expertise, built senior stakeholder trust, and generated higher-quality leads.
The Problem
Samsung's existing B2B digital presence was built around a product catalogue — feature specs, SKUs, and promotional offers. For senior decision-makers in Construction and Private Rental Sector (PRS), this positioning was actively counterproductive. These buyers aren't looking for a product. They're looking for a strategic partner who understands their industry challenges and can deliver long-term solutions. Samsung's digital presence made none of that case.
"Samsung's current B2B presence doesn't speak to our specific needs in construction and PRS. We need partners who understand our industry challenges — not just suppliers pushing products." — David Chen, Construction Project Manager
Research & Strategy
I facilitated workshops across Samsung's B2B marketing, sales, and technical teams — turning competing priorities and departmental silos into a shared strategic direction. Alongside internal alignment, I conducted qualitative research with target decision-makers in Construction and PRS, competitive analysis of B2B page structures, content strategy review, and analytics analysis. The central insight: senior stakeholders prioritise trust, credibility, and industry relevance — technical specifications were a distant secondary concern.
The primary persona was a mid-to-senior decision-maker: outcome-focused, skeptical of sales-led messaging, and unwilling to wade through feature grids. This persona actively shaped the design strategy — product grids and promotional CTAs were deprioritised in favour of scannable partnership narratives, industry proof points, and consultation-focused actions.
Design
I designed a linear information architecture that guided users from industry context through partnership value to meaningful engagement — minimising cognitive load for time-poor decision-makers and ensuring the page told a coherent story rather than presenting a menu of products. Crazy 8s and wireframing explored multiple narrative structures; a value vs. effort matrix prioritised concepts that built credibility without adding friction.
High-fidelity designs were developed iteratively — low-fidelity wireframes tested narrative flow first, then stakeholder workshops refined messaging, then visual design was applied. WCAG 2.2 AA compliance was built in throughout: proper colour contrast, semantic HTML, keyboard navigation support, and ARIA labels. I collaborated closely with engineers to ensure every design decision was implementable in responsive HTML, CSS, and JavaScript.
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Outcomes
"Andrew transformed how we present ourselves to B2B clients. He turned conflicting priorities into a unified vision. Our sales team reports that prospects now spend significantly more time engaging with our content." — Michael Chen, B2B Marketing Director, Samsung