Samsung Bespoke Design Studio
Making a complex configurator feel simple through sequencing. Samsung’s Bespoke line lets customers configure appliances down to the panel finish, but the online experience wasn’t delivering the same sense of control as the showroom floor. I owned visual design for a tool that had to guide users through dozens of decisions without overwhelming them.
The Problem
A customer configuring a Bespoke fridge has to pick a model, then a size, then colours for four separate door panels. Show all of that at once and people bail. The early prototypes confirmed this. Show too little and they don’t understand their options. The core challenge was progressive disclosure: finding the right order to present decisions so each step felt obvious. In-store, a salesperson sequences those choices naturally. Online, the interface has to do that work.
The Work
I owned visual design: the surface layer where strategy and research decisions become real to a user. The key design decision was a stepped progress indicator that showed the scope of remaining decisions upfront, so users could see they were three steps from done rather than wondering if the choices would ever end.
Wireframes
Multiple rounds of wireframing explored how to sequence the configuration steps. The core tension: each decision depended on the previous one (you can’t pick panel colours until you’ve chosen a model), but users needed to understand the full scope before committing to step one.
User Flow
The user flow mapped every decision point and branch. The stepped progress indicator was visible at every stage, giving users a finite scope before they committed to step one.
Design Execution
I led UI and interaction design across mobile and desktop. Colour swatches appeared only when relevant. Model comparisons showed only meaningful differences. The system was scoped to the configurator’s current needs, not a hypothetical future.
What I Learned
The hardest part of this project was sequencing. Progressive disclosure sounds straightforward in theory, but in practice it’s a series of trade-offs: every decision you defer to a later step is a decision the user might not reach. What worked was turning an open-ended process into a finite one. Once users could see exactly how many decisions remained, they stopped wondering if the choices would ever end and started moving through them.