CLIENT/PRODUCT:
LG U+, Digital Platforms
TYPE:
CONSULTING
DURATION:
6 months
ROLE:
UX RESEARCH & STRATEGY
Optimizing Service Journeys for International Users
context.
challenge.
From our initial research, we identified that the issues went beyond UI elements:
Fragmented digital touchpoints : Website and app navigation created friction for non-Korean speakers.
Competitor advantage: KT and SKT offerend clearer onboarding experiences for foreign customers.
One-size-fits-all assumption: The category of "foreign user" was too broad and did not reflect the diversity of international customers.
Insight: Just redesigning the digital interface wouldn't be enough - the entire journey (before arrival, during stay, departure) needed to be seamless
[Large image placeholder: Journey map snippet showing pre-arrival → during stay → departure touchpoints]
design.
We reframed the project by conducting holistic user research and benchmarking:
As-is analysis : LG U+ website/app pain points
Competitor benchmarking: KT and SKT foreign customer channels.
Global benchmarking: Carriers like Verizon & CircleOne → understanding user mental models
Adjacent services: Compared onboarding in financial services (3 major banks in South Korea).
User research: Stratified foreign customers by visa type, language proficiency, country of origin, and digital literacy.
Key Solutions:
Proposed role-and need- specific service flows rather than one-size-fits-all.
Designed end-to-end service journey from pre-arrival research to service termination.
Recommended multi-channel strategies (digital + offline) to support different user segments.
[Large image placeholders: Competitor benchmarking visuals, user journey segmentation, redesigned service flow]
