MyLG Account Redesign
Introduction: Transforming the MyLG Account Experience
LG partnered with Heady to reimagine the MyLG account experience, aiming to create a more engaging and personalized platform for their users. This ambitious redesign was guided by three key performance indicators (KPIs): increasing owner registration, boosting owner satisfaction, and driving post-purchase revenue.
As the Design Lead for this project, I was instrumental in conceptualizing the new designs, providing mentorship and feedback to junior designers, and ensuring alignment with LG's design language.
The Challenge: Elevating a Foundational Experience
Our research revealed that while the existing MyLG account space fulfilled basic user needs, it was underwhelming and lacked engagement. Specific pain points included:
- Obscured User Information: Critical user data was not readily accessible.
- Limited Utility: The account space offered minimal practical functionality beyond the basics.
- Lack of Personalization: The experience felt generic, failing to cater to individual user preferences or behaviors.
MyLG Account Before
Our strategic approach directly addressed these challenges, centering on the three core KPIs:
- Increase Owner Registration by clearly articulating the benefits of registration within the account space.
- Drive Post-Purchase Revenue by tailoring the account experience to each user's specific needs and purchasing behavior.
- Increase Owner Satisfaction by delivering an account space that was both highly useful and genuinely engaging.
Redesigned Account Experience: A Personalized Hub
The revamped MyLG experience was crafted to provide owners with exclusive benefits and features, fundamentally strengthening their relationship with the LG brand and enhancing customer lifetime value (LTV).
Within the intuitive new account space, users have seamless access to:
- Registered Products: Complete with dedicated support resources and relevant accessories.
- New Rewards Hub: A centralized space for loyalty program benefits.
- Order and Repair Status Information: Real-time updates for transparency and convenience.
- Personalized Lifestyle Content: Tailored recommendations and content based on their shopping behavior and product ownership.