Setup Wizard
Designed the onboarding setup wizard for Samsung devices, simplifying activation and ensuring customers quickly accessed core features.
Organization
Samsung Electronics
Team
UX Designer
Carrier Representatives
HQ UX team
R&D team
Project Manager
Role
UX Designer
Timeline
4-6 months
The Customer Problem
Setting up and configuring a device can be complex and overwhelming for some users. Our goal is to simplify this process, creating a user-friendly and accessible onboarding experience for all customer types. At the same time, we must navigate technical constraints and meet carrier-specific UX requirements that are deeply integrated into the setup flow.
My Role
As a part of Samsung's device UX team, I have a hand in various projects that require clear communication between the design team and carrier stakeholders. I own and manage all UX requirements set forth by carriers and communicate these requirements to the appropriate UX Design team.
Project Context
Setup Wizard is Samsung’s out-of-the-box experience for smartphones, tablets, and wearables, guiding users through device startup, reboot, and onboarding. Designed to deliver a seamless and intuitive setup process, it plays a key role in enhancing the user experience for both new and returning customers. Additionally, Setup Wizard serves as a critical touchpoint in Samsung’s collaboration with stakeholders and carriers across North America.
Design Process
Challenges
A challenge in designing the onboarding experience was balancing a consistent setup flow with the different requirements from mobile carriers. Each carrier had specific steps that needed to be added, sometimes in the middle of the flow, which made the experience longer and less predictable for customers.
Some of these steps conflicted with what we knew would create a smoother setup or weren’t technically easy to support. As a result, we had to find ways to keep the experience as simple and seamless as possible, while still meeting all carrier and device requirements.
User Flow
As part of the early design process for the Setup Wizard onboarding experience, I created a detailed user flow to map out each step a customer encounters when setting up their device for the first time. This exercise was crucial in helping the team and carriers zoom out and understand the entire journey from start to finish, from powering on the device to reaching the home screen.
By visualizing the flow and steps, we were able to identify dependencies between screens and flag areas where customers might encounter issues. It also allowed us to align cross-functional teams on the logic, sequence, and transitions of each setup step and how they may differ between carriers, including network selection, privacy settings, and Samsung account login.
Predefined Patterns
Due to Samsung One UI 3.0’s standardized onboarding framework, there is limited flexibility for custom UI design. Most changes are restricted to content suggestions and the sequencing of steps. Carrier-specific onboarding elements are managed by each carrier’s dedicated UX team, and are integrated into the Setup Wizard through predefined API packages that are mapped into the flow.
Ideations
We went through multiple rounds of design reviews with carrier partners, technical teams, and internal design teams. For each version of the onboarding flow, we tracked feedback, questions, and concerns raised by all parties. This input guided ongoing refinements amd requirements, allowing us to update the designs in each iteration and ensure we were addressing both technical constraints, carrier specifics, and customer experience needs.
Cross Functional Devices
Beyond standard mobile phones, I was responsible for ensuring that all onboarding requirements and design updates were communicated and scaled across tablets and wearables, such as Samsung watches. Each device type had its own unique setup flow layered on top of the core Samsung setup pattern, requiring careful coordination to maintain consistency while addressing device-specific needs.
QA/QC Device Testing
With each patch update or version release, I’m responsible for testing carrier-specific devices to ensure the onboarding flow meets all performance, compliance, and design requirements. Due to Samsung’s NDA and device photography policy, I’m unable to document or share images from this testing process.
Refine Deliverables and Flow
The final deliverables included a simplified, modular setup flow tailored for Samsung’s onboarding experience. Designed for consistency across mobile, tablet, and wearable devices, the flow streamlined key decision points using Samsung One UI system, and accommodated Android and carrier-specific requirements.
Impact and Learnings
Impact
Each flagship release delivers a more streamlined setup experience, helping customers get started with their devices faster and with less frustration. By focusing on only the essential steps, we've reduced setup time by approximately 23%, excluding data transfers—making it easier for users to reach their goals quickly.
Learnings
As I continue to support the Setup Wizard user experience, I’m learning how to more effectively communicate design ideas and intentions. Early-stage proposals can sometimes be difficult for stakeholders to grasp, especially when the user benefit isn’t immediately clear. However, with thoughtful design communication and supporting data, it's easier to convey the problem being addressed and the value of the proposed solution.
I’m also gaining a deeper understanding of how to approach design challenges from a technical perspective. While design teams may propose simple solutions, these can sometimes introduce complex technical constraints. Learning how service providers and OEMs interact has helped me create more feasible and scalable design solutions that align better with implementation realities.
Interested in this project?
Under Samsung’s NDA, I can’t fully disclose any designs and or versioning technology software.
If you are interested in learning more about this project and my design process, please feel free to contact me.