Year
2024
Client
LG
PROJECT TYPE
REDESIGN
LG is a global leader in consumer electronics, serving millions of product owners, but the MyLG account portal had become a missed opportunity for lasting engagement.
Once a customer registered a product, there was little reason to come back. Registration was frustrating, product support was hard to find, and the logged-in experience offered no real value beyond that first transaction.
Transform a basic utility into a richer, more rewarding experience that drives owner satisfaction and long-term value.
This meant creating a more intuitive, on-brand experience with the flexibility to of a system that could support LG's evolving brand and future features toward innovation.
The goal was to turn a basic utility into a personalized experience customers actually wanted to use and return to.
For Users:
Give owners a faster, clearer way to manage products, get support, and see real value from staying logged in.
For LG:
Increase engagement and retention by making MyLG a stronger touchpoint in the customer relationship after the sale.
Along with a xf team, we led the research analysis, strategy, and design work behind the MyLG redesign, from early discovery through dev handoff.
This work included 21 moderated user interviews plus 9 stakeholder conversations, then cross-functional workshops to align LG on priorities. From there I owned the portal redesign end to end, auditing support content and defining a search strategy, building out a reusable design system from LG's brand guidelines, and delivering dev-ready documentation to set LG's team up post-launch.
Research uncovered three recurring pain points standing between LG and a portal customers actually valued.
Key Findings:
Registration friction discouraged first-time engagement
Support was hard to find once inside the portal
Logged-in experiences felt low-value, giving users no reason to return.
These findings became the filter for every redesign decision that followed.
The redesigned MyLG portal turns product ownership into an ongoing relationship.
Navigation, visual design, and information architecture were rebuilt around what customers said they actually needed — faster access to support, clearer product info, and new incentives like owner rewards that gave them a reason to return.
The redesign was paired with an expanded design system, so the new patterns could scale across LG's other digital touchpoints as the brand evolves.
The redesign gave LG a portal customers actually had a reason to return to.
What shipped:
A modernized MyLG account portal with refreshed branding, clearer navigation, and new engagement features like owner rewards
An expanded, reusable design system aligned to LG's evolving brand guidelines
A full library of dev-ready designs and forward-looking concepts handed off for future development
