LG Electronics
Our research-driven redesign transformed LG’s post-purchase experience into a strategic touchpoint to drive customer engagement and retention.
Redesigned LG web and mobile web dashboard with a clean layout, bold accents, and improved usability.
Project Overview
Departments
Product Strategy
Product Design
platforms
Web
Mobile Web
duration
10 months
LG is a global leader in consumer electronics. Seeking to enhance engagement with existing customers, LG partnered with Heady to reimagine its MyLG account portal and customer-facing product support pages.
The goal: Transform a basic utility into a richer, more rewarding experience that drives owner satisfaction and long-term value.
Through a deep research and strategy process, Heady delivered a full UX and visual redesign, helping LG bring new energy to their digital experience and laying the groundwork for future growth.
What We Did
- User research & competitive analysis
- Cross-functional strategy workshops
- UX & visual redesign of MyLG portal
- Content audit & search strategy for product support
- Applied & extended new brand guidelines
Project Highlights
Modernized Account Portal:
Redesigned the MyLG experience with intuitive navigation, refreshed branding, and new features like owner rewards.
Design System Expansion:
Interpreted evolving brand guidelines to build out reusable components and visual patterns.
Future-Ready Deliverables:
Handed off fully dev-ready designs backed by research, strategy, and a library of innovation ideas.
Challenge
MyLG was underutilized and felt transactional, offering little incentive for users to engage. Ongoing brand updates added complexity and ambiguity to the design process.
Solution
Heady conducted extensive user research to understand what customers truly value in the post-purchase experience. We performed 21 moderated user interviews and 9 stakeholder interviews, supported by surveys and competitor benchmarking, to identify common pain points like registration friction, difficulty accessing support, and low perceived value from logged-in experiences. These insights directly shaped a strategy to improve usability, boost engagement, and differentiate LG from competitors.
The result: A reimagined portal that balances functional improvements with a more delightful, on-brand feel, along with a set of flexible, forward-thinking designs ready for development and future expansion.
“Working with Heady has been incredible! Their work is creative, insightful, detailed, and most importantly, exciting for our workforce and our customers.”
Enoch No
Principal Program Manager, Product Operations & Strategy, LG Electronics