Adopted across 72 markets
72 markets now build against one component system instead of 72 separate templates.
- My role
- Led strategy, UX/UI design, and cross-functional collaboration with US headquarters.
- Project Focus
- UX & UI consulting
- Tool
- Figma
- Timeline
- 6 months
Impact Overview
Three levels of control
Global, localizable, and optional modules, with a rule for who decides when head office and a market disagree.
Measurement
Development and post-launch optimization were outside our engagement, so I don't claim a conversion lift I didn't measure.
Challenge
Developed a strategic framework for LG.com's global expansion by analyzing objectives and defining clear direction with measurable outcomes.
01. Brand Foundation
Painpoint
Difficulty establishing a clear visual identity.Inconsistent brand expression across countries and channels
Solution
Provide a unified LG.com visual language for digital identity.
- ·
- Define core design principles based on the LGness foundation
- ·
- Strengthen visual identity guidelines for digital platforms
02. Content Strategy
Painpoint
Disconnected content narrative.Customers must take unnecessary additional steps to access required information.
Solution
Provide customer-centric storytelling content.
- ·
- Develop new content planning and creation guidelines
- ·
- Offer region-specific 3D visual asset libraries
03. Customer Experience
Painpoint
Difficulty addressing diverse customer needs.Customers are required to invest significant effort to access relevant information, often resulting in failure.
Solution
Enable a seamless experience based on customer needs.
- ·
- Consider customer needs and behaviors
- ·
- Matrix structured navigation
- ·
- 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.
Painpoint
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.
“Food images are unnecessary. I need detailed information.”
Refrigerator buyer, UK
“I need clear and practical specifications to compare.”
Monitor buyer, UK
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:
Dive into Branding, Features
& Components across Countries.
& Components across Countries.
Component Standardization
Standardized core journeys
(Home, PLP, PDP, PBP) across markets.
- ·
- Conducted flow gap analysis
- ·
- Consolidated component logic and interaction patterns
- ·
- Defined Global vs. Localizable vs. Optional modules
Governance & Scalability
Built a scalable template system
beyond visual alignment.
- ·
- Structured reusable component library
- ·
- 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
- ·
- Full customer journey beyond purchase
- ·
- Established a consistent service philosophy
- ·
- Explore : From first click to product discovery
- ·
- Buy : From selection to seamless checkout.
- ·
- Use : From purchase to everyday product experience.
- ·
- 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)
- ·
- Support : Enhanced the section to enable more intuitive customer
service navigation.
- ·
- 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
- ·
- Designed to immerse customers beyond shopping
into brand and support ecosystems
- ·
- Encourages deeper exploration to increase overall time spent on site
Design system
Crafting a Global UI Language from LGness
Design Approach
- ·
- LGness Foundation: Brand philosophy translated into design principles
- ·
- BI Metaphor: The LG logo as a visual reference for UI language
- ·
- Global UI System: Reusable components and guidelines for global markets
Reflections
Limited direct metric validation
Development and post-launch optimization were outside our engagement, so I can't claim a conversion lift I didn't measure. What I can show is the decision record.
In hindsight I should have negotiated post-launch metric access into the scope. On my next project I did.