The project itself :
Project Overview
Perks is Samsung Wallet's rewards and offers platform, helping users discover promotions, earn rewards, and purchase gift cards from participating merchants. The redesign focused on improving discoverability, simplifying navigation, and creating a more scalable foundation for future growth.
Problem:
The existing experience made it difficult for users to discover available benefits and understand the value of the Perks program. Key features and promotions were buried, resulting in low engagement and missed opportunities for reward redemption.
Goal:
Increase user engagement and visibility of Samsung Wallet benefits by creating a more intuitive and scalable rewards experience.
My role:
Lead Product Designer driving UX strategy, product definition, and end-to-end redesign of the Samsung Wallet Perks experience.
Impact:
2× MAU Growth
10× Gift Card Revenue
Global Expansion of Feature
who is our user :
User Research
Research combined user interviews with existing Samsung Wallet users and behavioral data analysis in partnership with the data team. Findings revealed that the primary audience was predominantly middle-aged men who actively used Samsung Wallet but had limited awareness of available benefits and rewards.
Pain Points
Low visibility:
Users were often unaware of available rewards, offers, and gift card benefits because valuable content was difficult to discover within the existing experience.
Value clarity:
Many users did not fully understand the benefits of the Perks program or how to maximize savings and rewards through Samsung Wallet.
Limited deals:
The Perks catalog lacked enough compelling and relevant offers to drive repeat engagement. Users had fewer opportunities to discover meaningful savings, reducing the overall value of the experience.
User Personas
Based on user research and platform data, this persona reflects the behaviors, goals, and pain points of the core Samsung Wallet audience.
Beyond the Interface
To address limited deal selection, I expanded the Perks value proposition beyond interface improvements through content and partnership strategy.
Research showed that improving the interface alone wouldn't solve the limited deal selection. I partnered with Business Development, Marketing, and cross-functional Samsung teams to expand the Perks offering by introducing gift cards alongside existing cashback rewards and bringing Samsung promotional content into the experience. This not only increased value for users but also created a shared platform for other Samsung teams—including device and app teams—to promote relevant content, strengthening collaboration across the organization.
The project schematically :
Starting the Design
The redesign focused on improving content organization and discoverability within the existing Perks experience. I explored multiple layout directions through rapid sketches, testing different ways to surface rewards, offers, and gift cards more effectively while maintaining the existing user flow.
Rapid Sketches & Whiteboarding Sessions
Quick layout explorations focused on improving discoverability and prioritizing the most valuable content within the Perks experience.
Refining Direction
The strongest concept was selected and developed into mid-fidelity wireframes using Samsung's design system. This phase focused on refining content hierarchy, validating layout decisions, and improving discoverability before moving into final visual design.
Maximize above fold content through horizontal carousel
'Category' mode for easy navigation and category discovery
Introduce 'Buy again' concept for recurring purchases
Increased deals with the addition of Gift Cards and Promotions Section
The clear version :
Final Design
Working closely with Samsung's core UX team, I guided the final Perks experience from concept through implementation, refining the information hierarchy, content strategy, and visual design while ensuring the experience scaled seamlessly across Samsung's mobile and foldable devices.
UX Guide
Finalizing the UX guide with Core UX team for developer handoff.
The project schematically :
Outcome
The redesign improved discoverability, surfaced higher-value content, and created a stronger foundation for long-term growth of the Perks platform.
Impact:
2× MAU Growth
10× Gift Card Revenue
Foundation for Global Rollout
What I learned:
This project taught me the importance of thinking beyond the interface. By collaborating with Business Development, Marketing, and Product teams, I learned how to balance user needs with business goals and drive outcomes through both design and partnership strategy.
Next Steps
Continue evolving the Perks experience through expanded merchant partnerships and more personalized content discovery.
Increase offer variety and personalize recommendations
Define the future vision of Perks and support global expansion