Su Jin Park — Industry Work

I joined EY as a PMO, handling competitive benchmarking, user research synthesis, and executive-level strategy decks for Samsung leadership. Once the project kicked off and the design strategy phase began, I flew to Portland for a design sprint and ended up managing the agency relationship end-to-end. My UX background kept exceeding the boundaries of the role I was hired for.

Samsung.com Global UX Revamp

Home, GNB, Search, Product Finder, Product Detail: a full redesign of Samsung's consumer-facing global platform. 70+ markets. One design system. Every business division fighting for the homepage.

Role: PMO Lead → Design Lead (scope expanded)
Consulting: Competitive benchmarking (Apple, Nike), user research insights (UK/US/KR), As-Is analysis, strategy recommendations to Samsung SVP
Owned: PF/PD pages, Homepage design direction, Agency management (Instrument, Portland)
With: Samsung HQ, Cheil (design/FRD), PTKorea (production), Samsung SDS (back-end), QA

01 Pre-project Research Competitive analysis, user journey mapping, stakeholder interviews across divisions

02 The Deadlock Instrument Agency spent 2 weeks in Korea. Business divisions competed. No homepage direction.

03 The Override Designed homepage with EY partner, outside scope. Presented to SVP. VP approved.

04 Portland Sprint 1 week at Instrument HQ. Design sprint. Finalized direction together.

05 Global Rollout CGD for divisions + locals. Specs. Dev coordination. QA. 70+ markets live.

Home

PF

PD

Samsung.com global: Home (Hero → MX → VD → DA by division priority), Product Finder, Product Detail. Layout origin still used today.

The Override

My EY partner and I designed a homepage independently, outside scope, outside role. We presented it to Samsung's SVP. The VP above approved it.

The Problem

Instrument, the design agency flown in from Portland, spent two weeks in Korea without landing on a homepage direction. Each business division competed for prominence. Meetings produced opinions, not decisions.

The Turn

My EY partner and I designed a homepage independently, outside scope, outside role. We presented it to Samsung's SVP. The VP above approved it. I flew to Portland for a one-week design sprint at Instrument's HQ, where we finalized the direction together. When I returned, I managed the agency relationship, its reviews and strategic alignment, until they exited.

After the Agency

Built the Content Gathering Deck for every business division and local market. Wrote design specifications. Coordinated front-end (Cheil), back-end (Samsung SDS), publication, and QA through to global rollout across 70+ markets.

+32% Add-to-Cart rate Simplified GNB → reduced purchase friction

+9% PD engagement

70+ Markets

5 Page types

View live — samsung.com ↗

Samsung Semiconductor

Homepage redesign, Adobe component library, event pages, and a multi-region Foundry Forum app. B2B semiconductor, a different domain and different user with the same expectation: I was the only person on the EY team who could open a design tool.

Role: PMO + Solo Designer (only design-capable person on team)
Method: Upper-level design → handoff to domestic agency for variations
Scope: Homepage, Adobe component registration, IAA Mobility event page, SAFE/SFF event pages, JP/EMEA Foundry Forum app
Note: Homepage design still in use today

Homepage

The homepage redesign shifted from a product-catalog layout to a narrative-driven entry point for enterprise buyers. I created the upper-level designs (layout, hierarchy, interaction model) and handed them to the domestic agency for production variations.

Before (2023)

Semiconductor homepage — before redesign

7,673px ↓

My Design (2023)

Semiconductor homepage — redesigned by Su Jin Park

3,280px

Live (2026)

Semiconductor homepage — current live site

3,148px

semiconductor.samsung.com: Before → My redesign → Still live today. Page length reduced by 51%.

−51% Page length Narrative-first IA → unnecessary depth removed

+2.2%p CTR increase

+32s Dwell time

25% What's New reach

Additional Scope

Adobe component registration (Foundry Map, IAA Mobility module), SAFE/SFF event pages, JP/EMEA Foundry Forum app design.

View live — semiconductor.samsung.com ↗

AIxUX — Gen AI Visual System for Samsung Marketing

How do you deploy AI-generated imagery at brand scale without losing consistency, cultural sensitivity, or trust? We designed the system that answers that.

Role: Lead Researcher + System Designer
Output: AI UX Writing System (Principles, Requirements, Do's/Don'ts) + AI Image Generation Pipeline
Method: Multi-model comparison (ChatGPT, Perplexity, Gemini) → synthesis → Samsung-specific guidelines
Purpose: Internal research for future client proposals

AI UX Writing

To build writing guidelines for AI-generated Samsung marketing copy, I ran the same brief through three models (ChatGPT, Perplexity, and Gemini) and compared outputs. Each model produced different principle frameworks. The differences were the research. I synthesized them into a unified system: 5 Guiding Principles, 12 pages of requirements, and a Do's/Don'ts reference for production teams.

ChatGPT Confident & Human-centric Aspirational but Grounded Concise & Energetic Accurate Product Naming Simple & Actionable CTAs

Perplexity User-centered & Empathetic Clarity & Simplicity Honesty & Transparency Inclusivity & Neutrality Consistency & Tone

Gemini Be an Empowering Ally Be Concise Use Plain Language Put Users First & Be Inclusive

01 Principles 3-model comparison → synthesized guidelines

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02 Requirements 12-page spec + Do's/Don'ts reference

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03 Prompt Design Modular prompt guide: copywriting, translation, principles, with I/O examples

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04 Cross-model Eval Models score each other's output. Weighted criteria. 2 rounds.

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05 Benchmark Apple vs Samsung: 3 models all scored Apple higher. Why? Analyzed per-copy.

AI Image Generation

The second deliverable: a multi-model pipeline for AI-generated marketing imagery at brand scale. Cultural and language intelligence feeds into visual generators (DALL-E, Midjourney), filtered through brand QA at local and HQ levels. The key design decision was human-in-the-loop review, where AI generates and humans gate.

INPUT Cultural Data Local region data, cultural/visual guidelines, One UI

→

AI LAYER Multi-model Pipeline Language & Culture Intelligence + Visual Generator (DALL-E, Midjourney) + UX Writing

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GATE Human-in-the-Loop Local QA + Brand QA (HQ) approval chain

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OUTPUT Launch & Monitor Consumer KPI, UAT, data feedback → iterative improvement

As-Is · Studio Production

Months of planning. Professional studio shoots. Tens of thousands in production cost per product page.

To-Be · AI Generated

Comparable visual quality. Fraction of the cost. Days instead of months. The question shifted from "can AI match studio quality" to "how do you control it at brand scale."

AI-generated PDP — As-Is vs To-Be comparison

Image Guiding Principles

Five principles governed every generated image, each mapping to specific visual constraints for Samsung's global marketing pages.

01 Brand Consistency with Cultural Adaptation Global identity + local cultural sensitivity balanced

02 Simplicity & Clarity Unnecessary visual complexity removed. Clear, bright hierarchy

03 Product-Centric Storytelling Product features as visual narrative, integrated with One UI

04 Inclusive & Positive Emotion Diverse representation regardless of age, gender, race, ability

05 Human-Centered Innovation Technology improving lives: hopeful, not dystopian

User Testing

Cross-industry homepage analysis across countries, age groups, and gender personas, testing whether AI-generated marketing imagery could meet the same trust thresholds as human-produced content across cultural contexts.

MX CRM Loyalist Newsletter

A monthly internal newsletter for Samsung's global subsidiary marketing managers. The client was furious. I had one week.

Role: Solo Designer, full ownership, emergency deployment
Sections: Yearly Recap · KPI · Loyalist Driver · Insight · Dashboard Tips · Data Export Guide · Appendix
Context: Pulled from another project. Samsung client CC'd VP and SVP in complaint email.

The Situation

The Samsung client sent an email, CC'd to the VP and SVP, saying the existing newsletter "wasn't a newsletter, it was a slide deck." The MX CRM team called my department and pulled me off another project the same day.

Before

Presentation logic (slide deck format)
Data-heavy, no hierarchy
No scannable sections
No self-service guides
Client complaint to VP/SVP

→

After · 1 week

Reading logic (newsletter)
KPIs up front, insights contextual
8 scannable sections
Dashboard + data export self-service
Format became monthly standard

The Fix

I restructured the information architecture from presentation logic to reading logic, into sections a busy regional marketing manager could scan in five minutes and deep-dive when needed. The format I created became the standard the team continued producing monthly.

Three Direction Proposals: 1. CRM Email 2. Newspaper 3. Dashboard Three newsletter direction proposals — CRM Email, Newspaper, Dashboard

Visuals blurred under NDA, layout structure and direction proposals shown.

Version 1 → 5 · Iteration Five versions of newsletter iteration

One week. Five versions. Visuals blurred under NDA.

Structure Shift

Before Slide deck logic
— Topic-first
— Dense blocks
— Presenter-driven

→

After Newsletter logic
— Reader-first
— Scannable hierarchy
— Self-navigating

Presentation logic → Reading logic. IA restructured, not reskinned.

Visuals under NDA, structure diagram shown instead