As the UX designer on the project, I led Three’s Samsung Galaxy S24 launch from homepage concept to SEO landing pages. I replaced the existing carousel with a static layout, proven by A/B test over commercial pushback, and Three was first operator live in market during Samsung’s keynote. Samsung called the execution “Best in Class.“
The problem
Three’s homepage is one of its highest-converting entry points, so any disruption at launch carried real commercial risk. The challenge wasn’t just creating a strong promotional presence. It was doing that without breaking the path to purchase for users who arrived ready to buy. On top of that, Three’s main shop pages weren’t indexable by search engines, which meant the organic search opportunity around the launch needed a separate solution entirely.
My role
I was the UX designer on this project, leading the experience from homepage strategy through to SEO landing page wireframes. I introduced the homepage takeover concept, defined the layout approach, worked directly with Samsung stakeholders to align on device priorities, and collaborated with SEO, UI, copy and development teams throughout. I also initiated the A/B test that would later prove the static layout outperformed the existing carousel.
Approach
Replace the carousel with a structured static layout
The trading team pushed back. Carousel positions were sold commercially, so removing it had a financial dimension as well as a UX one. I held the position and initiated an A/B test through Three’s live testing team to let the test settle it. The static layout won. Users could see all key devices immediately without any interaction required. That result also planted the seed for something bigger: the carousel was later permanently removed from the homepage entirely.
Make the device hierarchy obvious
Working with Samsung’s priorities, I designed a layout with a dominant primary container for the flagship S24 and two supporting containers for secondary devices. Users could understand their options at a glance rather than having to hunt, reducing cognitive load at exactly the moment when attention and intent were highest.
Below are three layout options I explored. The first leads with a hero video, followed by three devices, then links through to the watch and tablet pages. The second leads with one main device and two supporting devices, followed by the same links. The third follows the same structure as the second but without the black background, and is the version we went live with. You can see my annotations for the development team on this one. We chose this layout because it struck a better balance between the Three and Samsung brand identities than the darker, more Samsung-led option.
Solve the SEO gap with purpose-built landing pages
I worked with the SEO team to create landing pages built around what people searching for the S24 were actually typing. I wireframed each page, decided the section structure, and handled the internal linking. Organic traffic went up vs the S23 launch, despite volatile search rankings at launch.
Cut what didn’t serve conversion
Video was on the table early on. I pushed to drop it. The performance risk on mobile and the technical complexity under a fixed deadline wasn’t worth it, and it would have shifted the page toward brand feel rather than purchase intent.
Removing the carousel also meant the page was going to get longer, since that content was no longer collapsed into a single rotating slot. I wanted people to focus on the new Samsung devices, not get distracted scrolling past everything else. My solution was to reduce the supporting content from large promotional cards down to its core content and text links. The before and after below shows the same sections and the same links, just far more efficient with space. I had to reassure stakeholders that nothing was being lost, just deprioritised for a short period while the launch had its moment.
Outcome
“Best in Class”
Samsung, on Three’s S24 homepage takeover.
No other UK mobile operator delivered a comparable homepage experience for the launch. Three was first operator live in market, with pages up at 6.10pm, during Samsung’s keynote. Internal stakeholders described it as the smoothest Samsung launch and merchandising rollout to date.
Lasting Impact
The homepage takeover approach became the blueprint for future device launches at Three. The A/B test results contributed directly to the decision to remove the carousel permanently, a change that outlasted the campaign by a long way.
Reflection
The trading team pushback on the carousel was the most important moment in this project. It would have been easy to compromise and keep it. Instead, I pushed for a test. That’s the difference between a UX decision that lands and one that gets watered down, having the data ready, and being willing to ask for the test rather than talk your way around it.
The SEO piece was also a reminder that UX work at this level isn’t just about the screen in front of the user. The landing page structure and internal linking were as important to the launch’s success as the homepage layout itself.
