Experience apps for new device features
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The Problem
In retail environments, potential customers interact with demo phones that often lack a personalized way to explore the device’s capabilities. Traditional product tours can feel generic and forgettable, we’ve made plenty of those ourselves. For this project, we needed a way to draw users in quickly, highlight key features, and create a personalized experience that holds attention in a busy retail setting.
The Process
In order to deliver a personalized experience, we first needed to learn about our user. We developed a 6-question A/B quiz that maps users across two key behavioral axes: Analytical vs. Creative and Introverted vs. Extroverted. Each axis is tested with 3 key questions, and responses are tallied to determine a dominant trait per axis. This lightweight, engaging format was designed to feel more like play than survey, pulling users deeper into the experience while collecting meaningful input.
The Solution
The combination of axis results places users into one of four clear quadrants, each representing a distinct archetype. These archetypes unlock targeted recommendations and highlight product features curated to user preferences. The experience is designed to be playful and offers users the opportunity to explore any archetype they identify with, not just the one they scored. It’s fast, engaging, and easy to implement, making it a perfect fit for a personalized retail product tour.
Approach
To differentiate in a crowded market, we needed to explore our potential users and their behaviors. Our goal was to gain insights into their varied personality types, without preempting any design outcomes.
User Research
Business Scope
Desktop Research
Competitive Analysis
Journey Map
Archetype Analysis
User Interviews
User Flows
Archetype Discovery
MidFi Prototype
Feature Specification
UI/ Design Language
Usability Testing
Iterative Designs
User Feedback Loop
Competitive Analysis
We began with a competitive audit of retail software by the other leading device manufacturers, examining how brands like Apple & Google guide users through their in-store demos. We also reviewed previous generations of our own retail experiences to identify what worked, what didn’t, and where we could innovate. These insights shaped the clear strategic path to create a more human centered experience that not only informs, but also connects.
User Research
We combined in person usability sessions with remote testing via Maze to capture user behaviors across different environments. This allowed us to observe how both tech-savvy users and casual shoppers engaged with the experience. Maze provided valuable data around click patterns and drop-off points, while in-person testing gave us richer context and direct feedback for clarity, speed, and flexibility at retail scale.
Key Findings
Some users preferred to explore the native device software on their own. While we could assign a whole alternate archetype to these wandering pioneers, the solve for this was as simple as providing an 'exit to native' button on every screen. This gave users the freedom to chart their own experience without forcing a path or outcome.
Fast Path to Insight
First we created a simple and engaging quiz to categorize users into one of four quadrants.
The quiz logic balances analytical vs. creative thinking and introverted vs. extroverted tendencies.
The resulting quadrant assigns an archetype with personality insights that we can associate to specific product & feature recommendations.
Structure & Logic
This 6 question quiz uses simple A/B choices to assess personality across two behavioral axes.
X-Axis: Analytical (A) vs. Creative (B)
Y-Axis: Introverted (A) vs. Extroverted (B)
Each axis is evaluated through 3 interleaved questions, with responses guiding users toward one of four quadrant results.
Question Set
Topic
Answer A
Answer B
Axis
Problem Solving
Follow directions
Create my own
X
Weekend Style
A circle
A donut
Y
Task Approach
Single ball
Several balls
X
Group Role
The journey
The destination
Y
Work Excitement
Less is more
The more the merrier
X
Energy Source
All around me
Within
Y
Scoring Logic
Each axis is determined by the majority of responses. 2 or more answers defines the dominant trait.
The X-Axis is based on questions 1, 3, and 5 to determine Analytical vs Creative.
The Y-Axis uses questions 2, 4, and 6 to determine Introverted vs Extroverted.
The combination of these two traits places the user into one of four quadrants.
Quadrant Mapping
X Axis
Y Axis
Quadrant
Archetype
Analytical
Introverted
1
Total Powerhouse
Analytical
Extroverted
2
Strong Competitor
Introverted
3
The Magician
Creative
Extroverted
4
Free Spirit
Impact & Application
We use the quadrant results to assign each user a distinct archetype, allowing us to recommend specific device features and product bundles curated to their interests.
Its quick, binary input style encourages high engagement, while the straightforward logic makes it simple to implement across web, mobile, or in-person retail experiences.
The results are in
The best features, prioritized for you.
A continuously updated catalog, refreshed daily to ensure you never miss the latest releases.
Attractor loop
The attractor loop is designed to stop a potential customer in their tracks, while also saving the device screen from burn in caused by static imagery. Using the soon to launch device colors and material textures, we employed simple forms in motion to evoke a feeling of high end productivity and playfulness. From scene to scene, we elude to the most prominent features of the device.
Insight & Iteration
Through usability testing, we uncovered key insights that helped us enhance not only usability but also accessibility and inclusion. The iterative design process, paired with multiple rounds of testing, allowed us to refine the experience across key touchpoints and ensure all strategic goals were met prior to device launch and global app deployment.
Jack S.
"Life's too short for bad movies. This app ensures every watch is a winner."
Jason M.
"Obsessed with this app! It's my go-to for movie nights."
Claire J.
"This app rocks! It's like having a personal movie guru in your pocket."
Emma T.
"Finally, an app that gets me. 10/10 recommend."
Max R.
"Game-changer. Seriously, stop reading this and download it now!"
Eva L.
"Simple, sleek, and spot-on recommendations. Love it!"
What we learned
Guided by real insights and validated through usability testing
Usability
Some users preferred to explore the native device software on their own. While we could assign a whole alternate archetype to these wandering pioneers, the solve for this was as simple as providing an 'exit to native' button on every screen. This gave users the freedom to chart their own experience without forcing a path or outcome.
Accessibility
We initially applied a trending Neumorphic UI across the experience, but early usability testing revealed that some users had trouble identifying buttons and clickable elements. Based on this feedback, we shifted to a cleaner line-based system that improved clarity, accessibility, and overall user confidence.
Deployed worldwide
The experience was localized for over 60 countries and deployed globally across tens of thousands of flagship Samsung retailers, giving users an immediate, hands-on way to explore the phone’s features through a personalized, interactive app.
More than
250K Installs
Localized for
60+ Countries
Educating over
10M Consumers