Project Overview
- Company: LG Electronics
- Industry: Digital Payments, Consumer Technology
- Project Type: UX Strategy, Content Architecture, Financial Services UX
- Timeframe: January – February 2019
Project Context
When LG decided to enter the digital payments market, they were stepping into a competitive space dominated by Apple Pay, Google Pay, and Samsung Pay. Their challenge wasn’t just building a functional payment system—it was educating users on why they should choose LG Pay over well-established alternatives.
- The LG Pay platform was already in development, but its digital presence on LG.com was unclear and lacked a compelling story.
- Users needed to understand how LG Pay worked, what made it different from competitors, and why it was worth adopting.
- LG’s existing website wasn’t structured to handle a payments platform, making it difficult for users to find clear, relevant information.
I was brought in to help bridge this gap, ensuring that:
- Users could easily understand and engage with LG Pay, increasing awareness and adoption.
- The information was structured strategically, allowing for scalability as new features were introduced.
- The UX aligned with consumer expectations, ensuring the LG Pay site felt as seamless as the product itself.
This project wasn’t about redesigning the product—it was about positioning LG Pay for success by improving how it was communicated to users.
The Challenge / Opportunity
The Problem
LG Pay faced two major challenges that were preventing wider adoption:
- Poor content structure & discoverability – Information about LG Pay was buried within LG’s website, making it difficult to find.
- No clear differentiation – Users didn’t understand what made LG Pay different from Apple Pay or Google Pay.
The Opportunity
Rather than just adding more content, we focused on strategically structuring information to:
- Make LG Pay easy to discover, ensuring users could quickly find relevant details.
- Highlight LG Pay’s unique selling points, differentiating it from competitors.
- Create a scalable content strategy, allowing for future updates and feature expansions.
This wasn’t just about improving a webpage—it was about helping LG Pay find its place in a competitive digital payments landscape.
My Role & Team
Role: UX & Content Strategy Lead
I was responsible for:
Defining the content structure & page hierarchies, ensuring users could find the information they needed.
Conducting competitive analysis, identifying how LG Pay could differentiate itself from established players.
Developing UX recommendations, ensuring content was presented clearly and intuitively.
Collaborating with design & development teams, ensuring smooth implementation of content updates.
This project required a mix of UX thinking, strategic content planning, and competitive positioning to ensure LG Pay could stand out in a crowded market.
Strategic Planning & User Needs
Users considering a new payment platform often have three key concerns:
- How does it work? – Users needed a clear, step-by-step guide to understand LG Pay’s functionality.
- Why should I use it? – The site needed to highlight LG Pay’s advantages over existing solutions.
- Is it secure and widely accepted? – Users needed trust signals to feel comfortable adopting the platform.
To address these needs, I conducted:
- Competitive analysis, reviewing how Apple Pay, Google Pay, and Samsung Pay structured their user education.
- Content audits, identifying gaps in LG Pay’s messaging and structure.
- Stakeholder interviews, ensuring LG Pay’s key value propositions were effectively communicated.
This ensured that every piece of content had a strategic purpose, guiding users toward adoption.
UX Execution & Content Structuring
Defining the Page Hierarchy & User Flows
- Designed a new content structure that grouped information into clear, intuitive categories.
- Created a step-by-step explanation of LG Pay’s functionality, making adoption easier for new users.
- Ensured FAQs, security information, and compatibility details were accessible without overwhelming the user.
Competitive Positioning & Differentiation
- Highlighted LG Pay’s unique features, such as its compatibility with both NFC and MST technology, giving it an advantage over some competitors.
- Provided comparative content, showing how LG Pay stacked up against other digital wallets.
Collaboration & Implementation
- Worked with designers and developers to ensure the new content was presented in a visually engaging, easy-to-navigate format.
- Provided annotated wireframes, ensuring the UX recommendations were clearly communicated to the team.
Solutions & Deliverables
Developed a Strategic Content Framework for LG Pay
- Created clear content hierarchies, ensuring information was easy to find.
- Designed a logical page structure, making LG Pay’s value instantly understandable.
Improved LG Pay’s Competitive Positioning
- Identified key differentiators and ensured they were highlighted effectively.
- Structured content to reinforce trust and usability, addressing common user concerns.
Provided UX Recommendations & Wireframes
- Designed an improved navigation experience, making user journeys more intuitive.
- Created fully annotated wireframes, ensuring development teams had clear implementation guidelines.
Results & Impact
- Made LG Pay’s digital presence more accessible, increasing visibility on LG.com.
- Created a clear, scalable UX framework, allowing future updates and feature additions.
- Improved differentiation, ensuring LG Pay stood out from competitors.
- Positioned LG Pay for stronger adoption, by providing a clearer, more engaging user journey.
This project wasn’t just about updating content—it was about making LG Pay a compelling, competitive option in the digital payments space.
Key Learnings & Takeaways
- Content strategy is critical for new product adoption – Clear, structured information helps remove friction for new users.
- Competitive positioning matters – Differentiating from competitors is just as important as explaining how a product works.
- UX is more than design – Structuring content effectively can dramatically impact user engagement.
- A scalable approach ensures long-term success – Building content frameworks that can grow with the product saves time and resources later.
Final Thoughts
This project wasn’t about redesigning an interface—it was about helping LG Pay tell its story in a way that resonated with users.
By creating a structured, scalable UX and content strategy, we ensured that LG Pay’s value was clear, compelling, and competitive.