Samsung Instore NFC Application
Using NFC to merge online and in-store journeys, helping Samsung shoppers make confident purchase decisions.
The problem: Samsung wanted to explore how Near Field Communication (NFC) could bridge the gap between in-store product displays and the online customer journey. The aim was to simplify the shopping experience, cut through display clutter, and reassure customers by giving them product details and offers instantly on their own device.
The brief: Create a concept to help customers interact with products in store using NFC.Allow customers to scan products and instantly access clear, relevant information.Blend the online and offline journeys to support confidence in purchase decisions..
The challenge:
Research highlighted key pain points in traditional retail displays:
On average, users read only 28% of the words in front of them (Human Anatomy & Physiology, Pearson).
Only 10% of shoppers recall seeing digital signage, even though 47% of their attention is on the product (Nordic eye tracking).
82% of customers consult their phone before purchasing in store, and 91% turn to it for ideas mid-task.
These insights showed that stripping back clutter and letting customers use their own phones was the most natural way to support decision-making in store.
Skills used: User journey mapping, Research synthesis, Wireframing & Prototyping, Concept design, Stakeholder presentations
Process & approach
User journey mapping
Created a persona and mapped her emotional journey as she upgraded her phone in store.
Showed how NFC touchpoints could guide her at each stage, providing reassurance and helping validate her decision.
Sketches & early concepts
Explored how an NFC scanner could unlock product pages, reviews, and offers on a customer’s device.
Considered both discovery (browsing) and conversion (buying) use cases.
Wireframes & visuals
Designed wireframes for the in-store browsing experience.
Worked with a designer to bring the flows to life, producing visuals for presentation.
Solution
A mobile application concept where:
Shoppers simply tap their phone against an NFC tag beside a product.
Instantly, they access tailored product details, reviews, and deals — all without overwhelming physical displays.
The experience felt like browsing online but within the store environment, merging trust and convenience.
Outcome
The concept demonstrated how NFC could reduce friction in physical retail, removing clutter while enhancing confidence at the point of purchase. It showed Samsung stakeholders how mobile-first interactions could become a natural part of in-store journeys — and opened the door for future cross-channel retail innovation.