iPad and iPhone showing the Bespoke Design Studio appliance configurator in a showroom setting

Samsung Bespoke Appliance Configurator

An appliance configurator that beat standard product pages on add-to-cart by 6x+ for fridges and 10x+ for kitchens.

Client: Samsung
Role: Associate Design Director
Agency: Razorfish
Year: 2022–2025

Fridge shoppers who used the configurator added to cart at more than 6 times the rate of standard product pages, and kitchen shoppers at more than 10 times. Over 12 months it drove nine figures in incremental revenue. Samsung’s Bespoke line lets customers configure appliances down to the panel finish, but online, every choice arrived at once. I led design across the whole Bespoke line for a couple of years, with one senior designer, and made the call that shaped the tool: sequence the decisions the way a salesperson would, and reveal each one only when the last was settled.

Desktop configurator: rendered kitchen beside the Choose Depth step — Desktop: the rendered kitchen beside step 3 of 4, Choose Depth

Mobile configurator: kitchen scene above the Choose Depth step — Mobile: the same step stacks under the scene

The Problem

A customer configuring a Bespoke fridge has to pick a model, then a size, then colors 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.

Desktop refrigerator comparison table over the kitchen scene — Compare refrigerators: specs side by side, before choosing a model

Mobile refrigerator detail with full and counter depth options — Model detail on mobile: depth options without leaving the flow

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 colors until you’ve chosen a model), but users needed to understand the full scope before committing to step one.

Wireframe: welcome screen over a kitchen scene, with the four configuration steps listed above — Start: the four-step bar sits above the kitchen from the first screen

Wireframe: kitchen scene with each appliance marked as selectable — Choose appliance: tap any appliance in the scene

Wireframe: model picker with three refrigerator configurations — Choose model: three fridge configurations, side by side

Wireframe: depth picker with full depth and counter depth options — Choose depth: only after the model is set

Wireframe: color picker with finishes grouped by material — Choose colors: finishes grouped by material, per panel

Wireframe: color picker asking whether to apply the color to the whole appliance suite — Apply one color to the whole suite, or keep going panel by panel

Wireframe: final prompt to continue designing or add to cart — Your design: keep designing or add to cart

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.

The Progress Indicator

The sequencing call needed a visible spine. I designed 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.

Desktop refrigerator detail panel with specs and depth options — Model detail on desktop: specs and depth in one panel

Mobile refrigerator comparison listing capacity and features — Mobile comparison: only the specs that differ, row by row

Design Execution

I led UI and interaction design across mobile and desktop. Color swatches appeared only when relevant. Model comparisons showed only the specs that differed. I scoped the system to the configurator’s current needs, not a hypothetical future.

Product selection grid, choosing which appliances to configure — Product selection

Mobile product type selection, choosing between fridge models — Model selection

Desktop color picker showing panel finish options — Color picker, desktop

Mobile color picker, step 4 of the configuration flow — Color picker, mobile

Final checkout step showing selected configuration with pricing

Configurator color selection, choosing panel finishes by zone — Kitchen simulator: each panel zone picked separately

Configurator with full color panel, all four door zones visible — Choose Colors: all four door zones on one panel, step 4 of 4

Outcomes

The refrigerator configurator’s add-to-cart rate was more than 6 times that of standard product pages, and the kitchen configurator’s more than 10 times, with order rates up more than 50% on both. By mid-2023 the tool was running a 73% customization rate and a 66% continuation rate. In the 12 months to May 2024, the kitchen simulator beat its add-to-cart target by 36 points, and nearly half of its buyers bought more than one appliance.

The configurator kept growing after launch. It expanded from refrigerators to laundry in August 2022, then to a full kitchen simulator in April 2024 that carried 36 models, 18 of them new. An April 2025 update added 25 SKUs, and a separate build ran on Conn’s and P.C. Richard’s sites.

What I Learned

The hardest part of this project was sequencing. Progressive disclosure is 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.