A Data Visualization for Samsung

A data visualization of customers’ entangled customer care experience with Samsung

Discipline: Data Visualization
Client: Samsung Electronics
Sector: Consumer Electronics, Customer Care
Creative Director: Daniel Holtzman
Location: New York, New York
Date: February 2016

Samsung Electronics hired frog Design to redesign its customer service processes. Samsung wanted to create a customer service experience comparable to Apple Care of Apple.Our task was to research Samsung’s current customer service experience and come up with ideas to improve it. Our research showed that an individual had to interface with Samsung’s call centre more than 2 times to resolve their issue. This number often got as high as 6. Inspired by the research results, I created a data visualization of the customers’ experience with Samsung’s call centre. My visualization aimed to demonstrate the scale of the issue and encourage Samsung to improve its call centre processes. We interviewed with 12+ Samsung customers. I worked with a small data set to create this visualization and quantified the data from our user interviews.

The visualization is named the spaghetti chart. Each line represents a customer’s interaction timeline with Samsung Care touchpoints. I used a colour scale from light yellow to red to color each stroke. I mapped the colour to the customer’s frustration levels. The warmer the hue was, the more frustrated the customer became.

I worked very closely with a very experienced design researcher on this project, drafting interview guides and conducting interviews. The proximity to research enabled me to be closer to data and create designs that were truly informed by data.