Samsung
Buying Guides
Objectives
Educate customers
Help customers make informed purchasing decisions.
Increase brand credibility
Be a credible and trustworthy source of information.
Boost sales
Highlight key features of products and why they’re good choices.
Enhance customer experience
Simplify the research process.
My Role
Visual Design
Team
Katie Miller: UX Lead, Rusty Boyer: Copywriter
Agency
Razorfish
Buying guide Hub
The Hub functions as the primary point of entry for users embarking on the appliance purchase journey. A significant portion of the traffic originates from organic sources, particularly through search. These naturally generated visits typically stem from highly engaged audiences, and the content strategically uses concise, purpose-oriented CTAs to seamlessly guide users further.
How to choose a fridge
The first article we created assists users in streamlining their search for the perfect refrigerator, offering a comprehensive overview of Samsung's offerings. Across the page, we ensure the content aligns with SEO best practices, aiming to amplify search-driven traffic. The visual elements prominently showcase Samsung's Bespoke line, which represents their most premium refrigerators.
how to choose a washer and dryer
This article gives customers a place to start when researching washer and dryer sets. By giving a high-level overview of washer and dryer features, we guide customers through the initial research phase while also guiding them lower down the funnel to purchase.
Process
The creation of these buying guides involved close collaboration with a cross-functional team including UX, strategy, SEO, and account management. These pages were developed to expand Samsung's keyword reach and fill competitive gaps against other brands.
As a visual designer, my early involvement ensures I have a full understanding of the page strategy. SEO sets the structure and goals, while UX designs the user journey. After multiple rounds of both internal and client feedback, I bring the wireframes to life.
Following a few iterations of client reviews, feedback, and revisions, the pages receive approval which leads to the handoff phase. We maintain a close collaboration with Samsung's development team to facilitate a seamless and efficient handoff process.
Prior to the pages going live, we consistently execute a round of QA using a live staging site.
More guides
Click images to view articles.
Conclusion
Post-launch, we work with our data and analytics team to monitor and analyze page performance so that we can optimize our future designs. With these buying guides, we’ve seen an overall increase in page traffic and slightly higher conversion rates for users that visit the guides first.