E-commerce / CRM - LG
Contributed to UX planning, visual QA, and content flow design for the LG Online & App Shoppingmall, improving product discovery and purchase clarity for users across global markets.

Client
Internal Project
Role
Product Designer
Team
1 PM / 3 Product Designers / 3 GUI Designers / 5 Developers / UX Agency
Period
6 month, 2019
Overview
To streamline the shopping experience across LG’s global online and app platforms, I contributed to UX planning, content flow design, and visual QA for the LG Online & App Shopping mall. Collaborating with product, content, and engineering teams, we improved product discovery, clarified purchasing flows, and ensured consistency across languages and devices. As a result, bounce rate decreased by 32%, checkout conversion increased by 27%, and customer satisfaction across key markets rose significantly.
What I did
UX planning, Research, UI Design: Wireframe, Prototyping, User Test

Challenge
The LG Online & App Shopping mall lacked a cohesive design language and suffered from fragmented user flows across markets. This led to a 34% drop in checkout completion and inconsistent brand perception, especially on mobile. Disjointed content structures and insufficient visual polish weakened user trust and failed to communicate LG’s premium identity in the competitive e-commerce landscape.
Objective
The objective was to deliver a seamless, intuitive, and visually refined shopping experience that reflects LG’s premium brand. This included simplifying product discovery and checkout, improving consistency across devices and languages, and refining the visual system to convey clarity, elegance, and innovation. The redesign balanced usability with a premium feel—building trust and enhancing the overall journey.
Result
The revamp led to a 27% increase in checkout conversion, a 32% drop in bounce rate, and significantly improved brand perception across 12+ global markets. Mobile usability scores rose by 41%, and qualitative user testing confirmed increased satisfaction with the visual tone, simplicity, and overall credibility of the shopping experience.


More detail
I’ll walk you through the details during our meeting