LG Electronics

Exploratory Research for Future Customer Experience  with Emerging Technologies

My Role

Service Design
Workshop Facilitation
Project Management

Client

LG Electronics B2B Sales Headquarter

Project Type

Customer Experience Design
Speculative Research

Timeline

2 months

Skills Highlighted

Cross-functional Collaboration
Participatory Design Workshop Facilitation
Organizational Change Management

Team

LG Electronics B2B Sales
LG R&D CTO Part (Engineers, Data Scientists)
WOWD.LAB

Overview

Translating User Insights into B2B Sales Strategies by Co-Design

Background

LG Electronics aimed to transition from a price-driven, tech-spec-focused B2B sales strategy to an experience-driven approach. The goal was to align product offerings with end-user experiences in diverse B2B environments and foster long-term client relationships.


Project Goal

- Collaborate with the R&D team to translate emerging technologies into realistic, end-user-focused scenarios.
- Present research output to future customer journey maps and scenarios.
- Equip practitioners with hands-on experience in design thinking and facilitation.

*To respect the client's confidentiality (NDA),
only the design process & workshop contents are shared here.

The Impact

15+ Service Concept

We have developed and delivered innovative B2B service concepts from the ground up that revolve around shaping future customer experiences.

Spread New Framework

Delivered a future customer experience framework that incorporates user understanding, technology, and placemaking. This framework was shared across multiple departments, Marketing, Sales, and R&D, leading to improved cross-functional collaboration and a unified approach to innovation.

20 Facilitators Trained

The project’s success demonstrated the strategic value of user-centered design, securing top executive support. As a result, an in-house “Design Thinking Facilitator” training program was launched, ensuring ongoing education and embedding a user-centered mindset throughout the organization.

Client Requirements

Reorient B2B Sales Strategy to Future Forward Way

Move beyond basic product information and pricing to illustrate forward-looking, customer-focused narratives that showcase the unique value of LG Electronics technologies in future environments.

Engage Cross-Functional Teams

Provide practitioners with practical design thinking experience, allowing them to integrate user-centric approaches and innovative strategies into their future work.

My Role

How to facilitate cross-functional collaboration for future CX strategy?

I designed and facilitated co-design workshops. Additionally, I refined the research framework, ensuring that customer-centric thinking was embedded in their ongoing processes, empowering teams to continue applying this approach beyond the project’s immediate scope.

Workshop Design Process

Understanding Work Culture & Challenges

Conducting a kickoff meeting helped clarify the organization's culture and challenges of co-design, particularly its hierarchical structure, and realistic mindset. This set the foundation for tailoring workshop activities.

Minimal Familarity with Design

Participants had limited exposure to qualitative research and creative tools like visualization and ideation.

Feasibility Over Exploration

Questions like “Is it realistic?” often overshadowed broader ideation, constraining creative possibilities.

Hesitancy to Share Opinions

Hierarchical culture led to conservative communication styles, limiting open and honest dialogue.

Co-Design Workshop Principles

We established the core principle of fostering design thinking and a collaborative culture during the workshops. This approach helped us ideate and create research toolkits and activities.

Live the Experience

Participants stepped into users’ shoes through role-playing, interviews, and observations to uncover pain points and moments of delight.

Dig Deeper with Why

Encourage participants to find the deeper meaning of experiences by questioning the “why?” behind each action or complaint of end users.

Yes, And Mindset

Foster a collaborative environment, allowing teams to freely iterate, refine, and expand on one another’s concepts without fear of judgment.

Workshops with Tailored Research Tools

I facilitated 4 online workshops and 4 in-person workshops focused on understanding needs, defining problems, brainstorming ideas, and visualizing service concepts. For the workshop, we created simple research toolkits to help participants with little experience in qualitative research understand the goals and steps of the research. This made it easier for them to collect insights and encourage teamwork.