LG Electronics
6-12 months
2019–2020
Figma, Sketch, InVision, Adobe XD
rebuilding mobile commerce flows for purchase, registration, and retention, and lifting conversion 38% in the process.
mobile commerce flows for purchase, registration, and retention were built feature by feature without a single user journey holding them together. customers were dropping out between steps that should have felt continuous, and the data showed it: conversion rates lagged where the friction points lived, but the team was optimizing surfaces in isolation instead of the experience as a whole.
end-to-end customer journey design across the full purchase-to-retention arc, with iterative testing and optimization at every transition point. mobile-first interfaces backed by behavioral analysis, not assumption. the redesign lifted conversion 38% through compounding small improvements at the moments that mattered most.
Overview
LG's consumer-facing digital experience was due for a full rethink, and a company rebrand during the pandemic made it the right moment to get it right.
I embedded with the HSAD UXD team to lead UX design across LG's shopping experience, including Shoppable Rooms, Compare Tool, and Bundles, as well as the device registration and management flows in the ThinQ app.
The work contributed to a 38% improvement in conversion rates across the redesigned path to purchase.
My Role
Led UX and visual design for product list and detail pages across LG's consumer shopping experience
Conducted user research through surveys and in-depth interviews to surface friction points in the ThinQ app
Designed and validated a keyboard input solution for ThinQ's search experience, directly addressing the top user frustration identified in research
Collaborated with CX partners and stakeholders to define an ideal vision grounded in shared data and user insights
Ran both moderated and unmoderated usability testing to validate concepts before handoff
Designed the UX for LG Smart TV's AI Agent, creating an engaging brand experience that enhanced advertising interactions
Partnered with cross-functional teams to ensure consistency across platforms and alignment with LG's rebrand direction
What Changed
Redesigned the end-to-end shopping experience — overhauled product list and detail pages, Shoppable Rooms, Compare Tool, and Bundles to create a more intuitive path to purchase
Solved the #1 user frustration in ThinQ — research unanimously surfaced that the lack of a standard keyboard was making search tedious and unusable. Designed and tested an alphanumeric input solution that eliminated the friction entirely
Improved device management flows — redesigned the register and manage experience so users could control their appliances and accounts from a single, unified interface
Contributed to LG's rebrand at scale — all design work was executed in alignment with LG's new brand direction, ensuring consistency across a global consumer product
Drove measurable business impact — UX improvements across the path to purchase, registration, and retention flows resulted in a 38% improvement in conversion rates