LG Electronics is one of the largest appliance and electronics manufacturers in the world. Studio Co.llab took a “blue sky” lens to reimagine the LG.com ecommerce experience, creating a northstar experience & design strategy that to guide LG’s ecommerce replatforming & redesign efforts.
LG asked Studio Co.llab, “if you had no limits to completely redesign the LG.com experience, what would you do?” This served as the "brief" to rethink how the LG.com experience can inspire, engage, and serve different users & shopping needs.
Studio Co.llab set out to craft a completely new experience & design strategy grounded in real user needs to establish the goals, design tone, and future experience & features that should live on a redesigned LG.com.
Experience Strategy, Concepting, User Research, Creative Direction, Visual Design
12 Weeks
Home Electronics & Appliances
We interviewed friends & family who were recent LG buyers about their shopping experience from before they even knew they needed a new product to their reflections as new owners.
These interviews revealed three unique shopping 'scenarios' that the future experience needed to serve, as well as a series of unmet needs that became opportunities to set LG apart from other experiences.
A competitive scan quickly revealed a “sea of sameness” in the electronics e-commerce space. We widened our aperature to explore shopping inspiration sites, newer direct-to-consumer manufacturers, and other e-commerce experiences to create three unique mood boards that would set a fresh tone for a new LG.com experience.
Our learnings lead towards two strategic concepts which we represented with two different homepage designs. Each design included a unique set of content and features meant to engage different online shopping needs.
We tested these designs with ~100 users and shared the learnings in an ‘Empathy Workshop’ with LG team members where we immersed in user understanding, continued to ideate features, and ultimately selected a strategic direction.
Coming out of our worksession, LG now had the direction and insights to build a uniquely ownable ecommerce experience. We finalized the strategy including an experience "manifesto," experience principles that could serve as criteria for design work, user personas, and a future-state journey map complete with tested future-state features that could enhance the future LG.com e-commerce shopping experience.
Whether you’re starting from scratch or pivoting direction, we love helping companies imagine all their possibilities. We’ll partner with you, step-by-step to turn your vision into reality - even if that vision isn’t fully shaped yet. Let’s get to work!
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