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Customer Experience Researcher @ Samsung Opera House
Bridging Users & Technology: Elevating CX at Samsung Opera House
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A Case Study of the Journey of Enhancing Customer Experience and Engagement
Team
Samsung Opera House Team | CX
Role
Customer Experience Researcher
Timeline
10 Months 2023- 2024
I spent nearly a year at Samsung Opera House, India’s largest mobile experience centre, leading customer experience research to enhance in-store engagement. My role revolved around understanding user behaviours, refining product interactions, and designing meaningful experiences—especially for Samsung wearables.
Day 1 at Samsung Opera House
Christmas organised for Visitors to experience the celebration
Pic taken after training Santa with his Visitors interaction
Me working and planning for weekend workshop
One of my key contributions was planning workshops three months ahead, aligning them with emerging tech trends and customer interests. I also spearheaded research on how customers interact with Samsung wearables in-store, uncovering insights that influenced future engagement strategies.
Things I Learnt
1
Real-World Behavior Trumps Assumptions
One of my biggest takeaways was the power of in-person observation. While surveys and interviews provide useful feedback, nothing compares to watching how customers naturally interact with products. For example, I noticed that many visitors hesitated while exploring Samsung wearables, unsure about certain features. This led us to refine our demo process, making it more intuitive and engaging.
2
Designing Experiences = Storytelling + Emotion
Technology alone doesn’t create meaningful experiences—how we present it does. I learned that crafting engaging product interactions requires an emotional connection. Instead of simply showcasing a smartwatch's features, we reimagined how customers experience them in real life, making demonstrations more relatable, like showing how a fitness tracker complements different lifestyles rather than just listing technical specs.
3
Small Changes, Big Impact
Sometimes, the smallest tweaks lead to the biggest improvements. For example, repositioning product demo stations to high-traffic areas resulted in a noticeable increase in user engagement. Additionally, providing quick, hands-on guidance helped reduce hesitation among first-time users. These insights reinforced the idea that even minor adjustments in user experience design can significantly boost customer satisfaction.
4
Curiosity Fuels Great Research
The best insights come from asking the right questions. I learned that effective CX research isn’t just about gathering feedback—it’s about digging deeper into user motivations, frustrations, and expectations. By approaching research with an open mind and a curious perspective, I was able to uncover valuable insights that shaped better engagement strategies.
Unfortunately, I can't get into any more detail about the work I did at Samsung Opera House, as it is under NDA. If you would like to learn more, feel free to reach out to me at harshinisaravanan30@gmail.com
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