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LG Electronics

Overview

LG's consumer-facing digital experience was due for a full rethink, and a company rebrand during the pandemic made it the right moment to get it right.

I embedded with the HSAD UXD team to lead UX design across LG's shopping experience, including Shoppable Rooms, Compare Tool, and Bundles, as well as the device registration and management flows in the ThinQ app.

The work contributed to a 38% improvement in conversion rates across the redesigned path to purchase.

My Role

  • Led UX and visual design for product list and detail pages across LG's consumer shopping experience

  • Conducted user research through surveys and in-depth interviews to surface friction points in the ThinQ app

  • Designed and validated a keyboard input solution for ThinQ's search experience, directly addressing the top user frustration identified in research

  • Collaborated with CX partners and stakeholders to define an ideal vision grounded in shared data and user insights

  • Ran both moderated and unmoderated usability testing to validate concepts before handoff

  • Designed the UX for LG Smart TV's AI Agent, creating an engaging brand experience that enhanced advertising interactions

  • Partnered with cross-functional teams to ensure consistency across platforms and alignment with LG's rebrand direction

Tools Used

Figma, Miro, UserTesting, InVision, Adobe XD

Skills

Product Design · Visual Design · Design Systems · Mobile-First UX · Component System Creation · User Research · Usability Testing · Prototyping · Wire-framing · Design Strategy · Cross-functional Collaboration

Visual Design & Agency Work

  • Developed compelling UX and visual designs for future LG products, ensuring alignment with brand messaging and advertising goals.

  • Utilized UX design insights to uncover new product and service opportunities that resonate with target audiences and enhance advertising effectiveness.

  • Engaged in joint projects with partner companies to explore and develop new business concepts that amplify brand visibility and market reach.

  • Designed the user experience for LG Smart TV's AI Agent, focusing on creating an engaging brand experience that enhances advertising interactions and user engagement.

What Changed

The LG ThinQ app is a mobile application developed by LG. It is designed to work with LG’s smart home appliances and devices, including LG smart TVs, refrigerators, washing machines, air conditioners, robotic vacuum cleaners, and other connected appliances.

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The key features of the app include:

  • Remote Control

  • Smart Diagnosis

  • Energy Monitoring

  • Voice Control

  • Multi-device Management

What Changed

  • Redesigned the end-to-end shopping experience — overhauled product list and detail pages, Shoppable Rooms, Compare Tool, and Bundles to create a more intuitive path to purchase
     

  • Solved the #1 user frustration in ThinQ — research unanimously surfaced that the lack of a standard keyboard was making search tedious and unusable. Designed and tested an alphanumeric input solution that eliminated the friction entirely
     

  • Improved device management flows — redesigned the register and manage experience so users could control their appliances and accounts from a single, unified interface
     

  • Contributed to LG's rebrand at scale — all design work was executed in alignment with LG's new brand direction, ensuring consistency across a global consumer product
     

  • Drove measurable business impact — UX improvements across the path to purchase, registration, and retention flows resulted in a 38% improvement in conversion rates

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