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Web Design Makeover:

Posted on 6.25.2014

Digital customer experience agency Magnani Caruso Dutton out of New York and Chicago works with some very recognizable brands such as Discover, Samsung North America and Macmillan Publishing, on website design for the best customer experience.  

They’ve recently done a site redesign for, a responsive site which now offers an immersive, rich product experience that connects users with relevant product information as well as a streamlined path for product purchases across computers, tablets and smartphones. 

Website Magazine caught up with John Dutton, design director and partner for Magnani Caruso Dutton whose team worked on the Feb. 2014 relaunch of 

Samsung tasked Magnani Caruso Dutton with rethinking its digital strategy and bringing that vision to life through a complete redesign. The goal was to create an engaging experience that helps customers discover the latest products, easily buy them and get support no matter what device they’re using.

Like any large redesign project, there were many stakeholders and part of MCD’s job was to help get consensus on vision and approach to keep the project moving forward.

“With so many stakeholders, we brought key team members and decision makers from Samsung together in Design Studio sketch sessions,” said Dutton. “Working with set parameters in a strictly timed session, the teams were able to concentrate on key issues and find the best solutions in a short period of time.”

Here’s a rundown of the key components of the re-launch:

Objectives: As a digital customer experience agency, MCD’s focus is always on the user. 

“So our design objectives were to create a highly engaging way to discover new products and to tell the Samsung brand story, as well as provide a smart shopping experience,” said Dutton. “To get there, we started with customer-journey mapping and qualitative research followed by rapid prototyping and testing. 

“Taking a mobile-first approach, we designed the site using a responsive framework so that finding, comparing and buying would be a seamless experience across all devices.”

New Navigation: In the previous release of the site (Oct. 2010), there was no clear separation between brand/product marketing and e-commerce. These two competing priorities created a cluttered and clunky experience, according to Dutton. By making a clear distinction between ‘Discover’ and ‘Shop’ in the global navigation, MCD created a platform that beautifully showcases new products and offers customers a streamlined shopping experience.

New Product Pages: MCD designed and tested many product pages, so it knew exactly what users are looking for, what information to prioritize, and how they scan and interact with the page. 

“The product page is arguably the most important page on any consumer electronics site,” said Dutton. “We wanted to create a template that felt very clean and simple, but could easily adapt to handle different content for hundreds of products. 

“We made many changes to previous versions, but the most significant was to make the experience a single page. The left hand is a fast way to scroll through the page, and sections like features or specs can expand or collapse depending on how deep the user wants to go. This has really helped users find what they need quickly, without feeling they have to click through multiple levels.”

See a product page in action

Magnani Caruso Dutton is still reviewing the data for the first few months, but all the signs are good and Dutton says they are seeing significant lift in numbers in all the areas they targeted. One thing is for sure, the new meets and exceeds consumer expectations when it comes to finding products easily and being an immersive brand experience. 

“We designed the site to be the authority on all things Samsung—the last stop of the shopping journey—so beautiful photography, integrated video and new intuitive interactions improve the way users experience and engage with the brand online,” said Dutton. 

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