Consulting & Strategy : LG.com E-commerce
Global UX Consulting for Template Standardization
- Role
- Product designer
- Team
- PM
- UX Strategist 3
- Product Designer 3
- Practices
- User Research
- UX Framework
- UX Strategy
- Prototyping
- Methods & Tool
- Problem Definition
- Competitor Analysis
- Figma
- Zoom
Overview
What is LG.com and what was the background and motivation for this project?
- OverviewLG Electronics' global e-commerce platform. Outside of Korea and the U.S.72 countries operated on non-standardized templates, resulting in inconsistent brand experiences across markets. This project was initiated to establish a unified global customer experience.
- Project Goal
To expand global standards and guidelines across 72 countries, with four key objectives.
- 01.Improving purchase conversion rates
- 02.Implementing new customer service strategies
- 03.Premium product lines
- 04.Applying updated brand communication guidelines
- OverviewConsultng → Planning →DesignScopDevelopment and post-launch optimization
- Excluded
- ·
- Immediate Impact : Increased Conversion Rates by resolving payment and technical isses.
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- Mid-term Impact : Enhanced Customer Satisfaction.
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- Long-term Impact : Strengthened Brand Trust
Challenge
Developed a strategic framework for LG.com's global expansion by analyzing objectives and defining clear direction with measurable outcomes.
01. Brand Foundation
Difficulty establishing a clear visual identity.Inconsistent brand expression across countries and channels
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- Define core design principles based on the LGness foundation
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- Strengthen visual identity guidelines for digital platforms
02. Content Strategy
Disconnected content narrative.Customers must take unnecessary additional steps to access required information.
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- Develop new content planning and creation guidelines
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- Offer region-specific 3D visual asset libraries
03. Customer Experience
Difficulty addressing diverse customer needs.Customers are required to invest significant effort to access relevant information, often resulting in failure.
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- Consider customer needs and behaviors
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- Matrix structured navigation
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- Intuitive information architecture and interactions
Research & Validation
Our UX/UI redesign began with customer research. We analyzed competitors
and consumer behavior based on UK market to identify key needs and patterns.
Customers require actionable product informations to make informed purchase decisions. Based on this insight, we developed a standardized content structure byproduct category and aligned it with the design implementation.
Collaboration
How we aligned US HQ services with a global design system with real-time feedback,
live collaboration, and decisions made across countries.
Global Alignment
Real-Time Ideation Warm-Up:
& Components across Countries.
Component Standardization
Standardized core journeys
(Home, PLP, PDP, PBP) across markets.
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- Conducted flow gap analysis
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- Consolidated component logic and interaction patterns
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- Defined Global vs. Localizable vs. Optional modules
Governance & Scalability
Built a scalable template system
beyond visual alignment.
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- Structured reusable component library
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- Implemented validation loop with local teams
Core UX Design
Architecting the framework that brings every layer of the user experience into one cohesive structure.
01. CX Framework Definition
Defined a lifecycle-based UX framework
Explore → Buy → Usev→ New CS
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- Full customer journey beyond purchase
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- Established a consistent service philosophy
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- Explore : From first click to product discovery
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- Buy : From selection to seamless checkout.
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- Use : From purchase to everyday product experience.
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- New CS : Beyond the sale. owning the after-service experience.
02. UX Architecture Development
Translated the framework into :
IA Restructuring
The IA was developed by testing multiple options
to create a product-centric structure.- ·
- Shop : Separated the menu to differentiate premium products.
(ex.Object Collection)
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- Support : Enhanced the section to enable more intuitive customer
service navigation.
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- Good Life : Established a dedicated menu to strengthen LG's brand identity.
End-to-end Structural Flow Design
Designed to Keep Users Longer Shopping, Brand & Support
All in One Experience- ·
- Streamlined cart, checkout, and login experiences for seamless navigation
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- Designed to immerse customers beyond shopping
into brand and support ecosystems
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- Encourages deeper exploration to increase overall time spent on site
PLP →PDP → PBP journey optimization
From Discovery to Purchase, Faster
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- PLP connects both and while it once centered on product filtering,
it has evolved to help customers grasp key product highlights faster
through integrated UGC and Support CTA features.
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- PDP delivers content-driven brand experiences in the Explore stage
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- PBP focuses on functional purchase features in the Buy stage.
03. Wireframing
Executed through :
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- Page Structure
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- Content hierarchy definition
Content was mapped across all pages, features were structured
using a matrix-based approach, and detailed wireframe
specifications were defined along with various design options.
Key UI Design
PLP : Connecting brand experience and purchase decision. Designed to help customers find the right product with confidence and speed.
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- Intuitively filter and narrow down to the right product match.
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- Validate product fit across budget, specs, and
lifestyle before committing.
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- Restructured flow: Product Name → Options → Price → Buying or PLP CTA
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- Eliminated oversized Buying buttons that disrupted visual focus
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- Delivered product features through intuitive image (true to life)
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- Created a visually seamless and natural browsing flow
Previous
Broken Visual Hierarchy, Burying Key Information
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- Key product information, pricing, and purchase CTA lack visual clarity.
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- Critical content fails to fit within a single mobile viewport.
Redesigned
Customer Experience Focus
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- Also integrated regulatory requirements, such as European energy efficiency labeling, into our design framework.
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- Providing quick access(CTA) to relevant content beyond products, including promotions, brand story, and support.
Added Filter : Introduced two view modes for mobile
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- Information-focused layout
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- Image-focused layout to browse multiple products at a glance.
Provided two customer flow from
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- PDP for Brand experience
PLP for immersive customer behavior.
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- PBP for Buying experience
Design system
Crafting a Global UI Language from LGness
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- LGness Foundation: Brand philosophy translated into design principles
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- BI Metaphor: The LG logo as a visual reference for UI language
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- Global UI System: Reusable components and guidelines for global markets
Reflections
A key learning from this project is that seamlessly introducing new experiences while maintaining user familiarity remains
one of the most challenging aspects of UX design.
A global roadshow across regional entities helped align strategy while gathering valuable regional feedback. Design sync-up workshops with the U.S subsidiary focused on brand identity and consistency standards, ensuring a globally cohesive brand experience.
The collaborative, real-time design process exposed us to diverse perspectives and broadened our design thinking.
Early concepts were validated through Miniwow. A small-scale project that gave us the confidence to move forward with the full design direction.
03. Limited direct metric validation:Early concepts were validated through Miniwow. A small-scale project that gave us the confidence to move forward with the full design direction.
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