Launching a New Product Collection for Samsung: Empowering Sales and Supporting Growth in a New Segment

Samsung needed to successfully launch a new product collection targeted at a new segment—building professionals—while preserving its brand narrative of innovation and design excellence. The goal was to support sales representatives in telling a compelling product story, highlight key features for contractors and decision-makers, and create a digital experience that was consistent, efficient, responsive, and ready to scale for future expansion.

CLIENT

Key Contributions

Experience Strategy | Discovery Facilitation | Buyer Journey Mapping | Design Operations Leadership | Responsive Design Planning | AI-Driven Personalization | Content & Brand Alignment | Sales Enablement Design | Experience Direction | Design Direction | Information Architecture

Discovery Phase: Understanding the Contractor Buying Journey

Overview:
This project focused on deeply understanding the commercial contractor buying journey, with the goal of identifying high-impact moments that could increase ROI and long-term conversion. We wanted to find the moments when contractors were most open to influence and create an experience that would support reps in building personalized, long-term relationships.

Problem:
Contractors often don’t make purchasing decisions right away. While sales cycles can span months, we found that the initial moment of awareness was when buyers were most receptive to brand messaging, even if they didn’t act immediately. Existing systems didn’t support sales reps in capturing and responding to these early signals in a meaningful or scalable way.

Activities:

  • Mapped the contractor decision-making journey to identify drop-off points and missed opportunities.

  • Used surveys and data analysis to pinpoint when buyers were most open to receiving value from reps.

  • Defined a framework for nurturing long-term buyer relationships, starting from that first moment of brand engagement.

  • Identified opportunities for personalization and contextual relevance throughout the journey.

My Role:
I led the discovery and strategy phase, helping the team zero in on that early moment of brand awareness as a critical entry point. I helped shape the experience strategy that would guide engagement and personalization over time.

Personas

High Level Journey

Key Touch Points

Design & Implementation Phase: Personalizing at Scale

Overview:
Once we identified the key moment of opportunity, we designed a system to capture buyer signals, personalize follow-ups, and support reps in having smarter, more timely conversations, months before a purchase might occur.

Problem:
Sales reps didn’t have a structured way to learn about buyers’ interests early or follow up with relevance. The tool needed to deliver personalized, value-driven touchpoints across an extended sales cycle, without creating more manual work, and it had to be accessible across a wide range of environments and devices.

Activities:

  • Developed a digital product to capture contractor preferences and project needs during early brand exposure.

  • Leveraged AI to generate personalized messaging and trigger strategic follow-ups based on interest and timing.

  • Designed responsive interfaces to support usage in flexible environments—whether at a desk, on a job site, or during in-person sales conversations.

  • Created guided flows that made it easy for reps to deliver timely, high-value messages based on real-time customer context.

Solutions:
We delivered a responsive, data-informed experience that supported contractors and sales reps in dynamic, real-world settings. By capturing key insights early, reps could provide tailored follow-ups that felt personal and well-timed. The integration of AI ensured the system scaled efficiently while maintaining relevance.

My Role:
I led the design operations team through implementation, translating strategic direction into a functional, responsive product. I collaborated with product and data teams to ensure the AI-powered personalization and interface design worked seamlessly across varied environments and devices.