IT/Tech & TelecomLG Electronics

A new direction for the global market: LG Electronics Global LG.com CXUX Renewal Consulting

72 Countries
Customer Support UX
Design Prototype
Global E-commerce

Pain Points

One UX standard had to be rolled out to LG.com in 78 countries.

LG.com Global CX/UX Consulting — LG logo with a circular analysis diagram

A Strategic Approach to Customer Experience Design: From Purchase Conversion to Customer Support

The project aims to roll out global UX/UI standard policies and guides to 78 countries. It has four main tasks: 1) raising purchase conversion, 2) reflecting a new customer service strategy, 3) differentiating premium brand products and 4) applying a new brand communication guide. Saltcake’s UX/UI consultants and UX designers created hypotheses for specific customer journey processes, then built them into visual prototypes and evaluated them.

Hypothesis Approach Mapping

Hypothesis approach mapping

Strategic Lens

We turned hypothesis-based customer journeys into prototypes and validated them.

01. A Customer-Centered UX/UI Improvement Strategy

The LG.com UX/UI renewal began with a customer-centered approach. We conducted market research, including competitors, and analyzed consumer behavior to understand the needs and behavior patterns of diverse customers. In particular, we analyzed the entire process from product exploration to purchase decision in detail and rebuilt the information architecture, UI flow and UI structure in ways that strengthen the customer experience. Throughout, user experience experts and designers worked closely to design an optimized experience at each stage.

CX & UI Flow Mapping

CX and UI flow mapping

Creative Approach

Separating product details from purchase services raised both immersion and convenience.

02. Strategic UI Design to Increase Purchase Conversion

To raise purchase conversion, we carefully analyzed how customers explore products and make purchase decisions. We improved the UI so key purchase information, such as product features and details, prices, reviews and comparisons, is easy to access. We also simplified the checkout process and optimized the mobile experience, improving accessibility across devices.

The biggest change in the to-be UI strategy was separating product detail information from purchase services. This lets customers immerse themselves fully in the product and enjoy a shopping experience where buying is more convenient.

03. Better Customer Support and Interaction

Access to customer support was one of the most important elements of the LG.com UX/UI renewal. We designed three types of UI so customers can easily get support anytime, anywhere.

Customer support services by UI type — contextual and always-on support

Customer support services by UI type: contextual support (product FAQs, scenario-based chatbot) / always-on support (a fixed Quick UI on screen) / support improvement (collecting feedback on products and website use)

Through these customer support UIs, LG.com could expect the following effects.

First, “contextual support” responds to the many scenarios customers may face while using products, helping answer inquiries quickly and offer effective solutions.

Second, “always-on support” lets customers solve problems without leaving the page. By ensuring an uninterrupted experience when payment or technical problems arise, it prevents potential purchase abandonment and helps raise conversion.

Finally, “support improvement” actively uses the feedback collected for product development and service improvement, pursuing sustainable, customer-centered growth.

Delivered Experience

We delivered advanced design prototypes and comprehensive design guidelines.

Effective Communication through Collaborative Leadership

The success of this project started with effective communication with the many stakeholders involved in improving LG.com’s customer experience. In the early stages, we focused on building close collaboration with key participants, including LG’s related departments, decision-making executives, overseas subsidiaries and partners in each field.

We adjusted our communication and leadership style to each stakeholder’s needs and situation, adopting tailored approaches that considered the characteristics of each region and department. This contributed greatly to the stakeholders’ active participation and support.

01. Weekly and Daily Scrums and a Global Roadshow

Through regular scrum meetings, we quickly identified problems and requirements arising in each business division and region and sought solutions. A global roadshow in the US for the regional subsidiaries shared the project’s direction and key requirements and gathered feedback. This direct communication played an important role in building a global strategy that meets each region’s unique needs and expectations.

02. Using a Variety of Collaboration Tools

For effective communication, we actively used a variety of digital collaboration tools.

Figma for real-time design collaboration, MS Teams for remote meetings and other cloud-based tools connected us in real time with teams around the world. This greatly raised project efficiency and helped us quickly reflect the requirements and feedback of many regions and cultures.

03. UX Design Workshop

The design sync-up workshop with LG Electronics USA was an important milestone. There we held in-depth discussions on brand identity and design standards, laying the foundation for a consistent brand experience worldwide.

Design Worksync in New Jersey

A Key Guide to an Actionable Build Strategy: Design Prototypes

Saltcake’s expertise and creativity stood out in the LG.com UX/UI renewal. Going beyond consulting, we worked hard to provide the in-depth insight and guidance needed for the actual build.

In the final stage of the project, Saltcake systematically analyzed LG’s main product lineup and detailed customer journeys and presented advanced design prototypes. More than surface interfaces, these prototypes reflected each product’s unique features and users’ detailed usage patterns, offering solutions for the many situations real users may face.

Along with the prototypes, Saltcake prepared comprehensive design guidelines that prevented potential problems in the build stage, unified communication between teams and contributed greatly to understanding the requirements of different cultures and markets.

LG.com Global CX/UX Consulting — Collection of LG.com screen designs

Client

Setting global UX standards for LG.com in 78 countries, from purchase to support.

Project Information

Industry: IT/Tech & Telecom
Project Type: Optimization
Role: CX/UX Consulting, UX Design, Design Prototype, Design Guideline

Client: LG Electronics
Client Introduction: LG Electronics is a global electronics company with world-renowned home appliance brands. It consists of the H&A division for appliances such as refrigerators, washing machines, vacuums, air conditioners and air purifiers, HE for TVs and audio, VS for automotive components and BS for digital signage, monitors and PCs, and it is extending connected customer experiences across the home, mobility, commercial spaces and virtual environments.

In online shopping, the customer experience is key to a brand’s success. As the pandemic raised the importance of online experiences, LG.com decided to strengthen its brand competitiveness in digital through a global CX/UX renewal project. LG and Saltcake set out to redefine the customer experience of LG.com, which operates in 78 countries, creating localized services and a unified brand experience at the global level.

Online shopping can bring both delight and disappointment. We often visit our favorite brand’s website and are delighted to discover new products or brand values we did not know about. But just as often, we are disappointed when products are hard to find or product descriptions and customer support fall short.

The COVID-19 pandemic from 2020 to 2022 highlighted the importance of these online experiences even more. During this period, consumers judged brands largely by their experience in online stores rather than by the interiors or service quality of physical stores. Global issues such as COVID-19 were both a bigger management crisis and an opportunity to gain competitive advantage for companies worldwide.

Case Intelligence Summary

Pain Points

One UX standard had to be rolled out to LG.com in 78 countries.

After the pandemic, consumers judged brands by their online experience more than by store interiors or service, and they were quickly disappointed when products were hard to find or buying was a hassle. LG.com set out on a global CX/UX renewal to raise its digital brand competitiveness amid this shift. The goal was to spread global UX/UI standards and guidelines to 78 countries. At the same time, four challenges had to be solved: raising conversion, reflecting a new customer-service strategy, differentiating premium products and applying a new brand communication guide.

Strategic Lens

We turned hypothesis-based customer journeys into prototypes and validated them.

We started from a customer-centered approach. Market research on competitors and analysis of consumer behavior revealed the needs and behavior patterns of different customers, and we examined the whole process from product discovery to purchase decision in detail. Saltcake's UXUI consultants and UX designers formed hypotheses for specific customer-journey processes together, then built and evaluated them as visual prototypes. On that basis we rebuilt the information architecture, UI flow and UI structure to strengthen the customer experience.

Creative Approach

Separating product details from purchase services raised both immersion and convenience.

To raise conversion, we improved the UI so key purchase information — product features and details, price, reviews and comparisons — is easy to reach, simplified checkout and optimized the mobile experience. The biggest change in the to-be UI was separating product information from purchase services, letting customers immerse themselves in the product and still buy more easily. Customer support was designed as three types of UI: situational support for scenarios that arise while using a product, always-on support that solves payment or technical issues without leaving the page, and support improvement that feeds collected feedback into products and services. This structure reduced abandoned purchases and made continuous, customer-centered improvement possible.

Delivered Experience

We delivered advanced design prototypes and comprehensive design guidelines.

We led the project with collaborative leadership, adapting communication and leadership style to each stakeholder — LG departments, decision-making executives, overseas subsidiaries and partners. Weekly and daily scrums resolved business-unit and regional needs quickly, a global roadshow in the US gathered feedback from regional subsidiaries, and Figma and MS Teams connected teams worldwide in real time. A design sync-up workshop with LG Electronics USA aligned brand identity and design standards, laying the base for a consistent global experience. In the final phase we delivered high-fidelity design prototypes reflecting the key product lineup and segmented customer journeys, together with comprehensive design guidelines that headed off problems in the build phase and unified communication across teams.

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