Samsung Card's website carried complex, wide-ranging services — but a tangled information structure and unintuitive UI meant customers weren't finding or using the ones that mattered.
Two targets drove the renewal: improve accessibility so customers actually use the services, and lift per-service conversion (CTR) to grow engagement. The UX strategy: a simplified information structure to raise CTR/CVR, personalised content to strengthen accessibility, and a mobile-first approach for a consistent experience across devices.
A complex information structure and unintuitive UI meant users couldn't easily explore services, so per-service participation stayed low.
Too little tailored content and recommendation left customer satisfaction low — customer data wasn't being used to personalise the experience.
Simplifying a complex information structure and strengthening intuitiveness helps users find what they want, raising engagement.
Tailored recommendations built on customer data encourage more active use of services.
Cut the steps between a customer and the service they came for.
A consistent, well-proportioned module system across the page.
Surface relevant offers and services using customer data.
One coherent experience and identity across mobile and desktop.
The main page was restructured so that high-value services sit one tap away. A simplified information structure and more intuitive UI let customers reach what they came for without hunting through menus.
A consistent module system gives the page rhythm and hierarchy — wide-ranging content organised into well-proportioned blocks that scan cleanly, instead of a wall of competing links.
Using customer data, the site surfaces relevant offers and recommendations for each user. Personalised content raises both satisfaction and the likelihood a customer acts — the biggest single lever on conversion in this project.
The experience holds together across screens — a mobile-first approach that keeps layout, behaviour, and Samsung Card's brand identity consistent whether the customer arrives on a phone or a desktop.
