Samsung Back to School / Student Site
The overview
Our core objective was to design the 2023 Back to School Campaign and create a landing page with two journey maps targeting parents and students who are looking to upgrade their technology for the new school year, and promoting bespoke cross-categories offers for the back to school tech. The digital campaign ran on main site and the student site, with a similar look&feel, while we host different offers helping customers choose next year school equipment in an easy and desirable way. This was a big brief that started in June with continued changing during each stage of the process, until beginning of October. We managed to deliver a high quality piece of work that the client and stakeholders were happy with.
Briefing from the client
Diving into the brief, the main points I pulled out of the brief was:
Make Samsung.com the preferred option for student and parents because we offer the widest range and best price for their must-have back-to-school tech.
Simplify and explain their range of offers to help customers choose the right equipment based on their needs.
Highlight and clearly communicate RTB’s and current offers, like Price Promise, Flexible Finance and Trade In.
We need to try and address multiple audience types: Students, Grads, Parents, Teachers.
KPI targets are grow revenue for the CUG site, exposure and engagement driven - increase sales of MX devices targeted to parents .
Research and investigation
Diving into the data, the main takeaways are:
There are approx. 2m higher education students in UK, 0.5m students will be starting university in September.
48% of new students bought a laptop for university in 2022, ASP £763. - Laptops and tablets are the most extensively researched tech products.
Parents seek deals, whereas Gen Z value quality - 43% parents said they will do comparative shopping online to find the best prices.
Samsung customers still have very low awareness of the core RTBs such as Price Promise, Finance and Free Delivery. Also, Samsung.com are perceived to be less competitive on price than other retailers, how can we better clearly surface and explain those props? Highlight these in modules and signposting across the page.
Customer journey and UX Wireframing
We needed to build a dedicated landing page with offers split by audience segments:Route A - Parents and Teachers: Select offers and continue down buying journey on mainsite.Route B - Students and Grads: Select offers, verify and proceed to student site.Design and creation
Parents & Teachers
Students & Grads
Design spotlights and mobile
The ‘Get verify ‘ CTA opened a new pop-up window with the verification system which allowed you to get verified through Gocertify, Unidays or creating a Samsung Account with your student email.
We implemented a bespoke verification pop up window directing users to the selected product buy pages on the student site.
Bespoke icons creation.