By News Reporter
In this installment of On the Job, we go inside LG Experience Informatics (EI) Task to look at how LG leverages data analysis to uncover hidden needs and create personalized customer experiences that improve everyday life
Hyper personalization is the new must. In this era, consumers are much more evolved in terms of their engagement with brands and are seeking products that can adapt to their individual needs and offer user experiences that suit their unique preferences and lifestyles. With LG Object Collection, which presents a range of chic, customizable living solutions that can elevate any home décor, and LG ThinQ UP Appliances, which allow users to select and add convenient, new features and functions, LG is at the forefront of the personalized appliance trend.
When creating personalized products or services, it is crucial to first discover customers’ unvoiced needs – and this is where data collection and analysis are so important for a lifestyle innovator like LG. To enhance its capabilities and efficiency in this area, the company established Experience Informatics (EI) Task, a dedicated unit that uses large-scale quantitative analysis to thoroughly assess a diverse range of customer experience data. EI Task is enabling LG to better predict future purchasing intentions and gain greater insight into the lifestyles and needs of its customers.
Recently, EI Task received a significant boost to its operations with the introduction of the Lifegraphy system which provides customer insights through customer-centric data structures and interpretation algorithms developed based on years of customer research experiences. Lifegraphy enables its users to comprehend customer experiences from multiple angles and flexibly explore customer needs by converting abstract concepts, including customer values and lifestyle, into numerical data.
Before the invention of Lifegraphy, the task of understanding customers and uncovering what they really want was handled by LG personnel proficient in data analysis and statistics. Unfortunately, the considerable time and effort required to complete their research made it difficult to keep up with fast-changing industry trends and customer tastes. Moreover, challenges in sharing and interpreting data collected by different divisions and projects brought further inefficiency to the overall process.
But now, thanks to the advent of the Lifegraphy system, any business unit or group within LG can accurately analyze customer data without requiring an expert team of analysts or statisticians to do so. As such, they can establish the initial design and marketing direction for new products much faster than before, meaning a shorter development period and more precise targeting of specific consumer segments. Another advantage of Lifegraphy is that, because it lessens the impact of personal opinions, the results it provides are more objective and, therefore, more reliable.
Lee Kun-woo, lead of LG EI Task
“The Lifegraphy system was designed based on a belief that, if data collected from extensive research become a tool and was used continuously by many people, it would contribute to developing products and services that offer better customer experiences,” said Lee Kun-woo, lead of EI Task.
Many experts involved in creating this efficient system faced numerous challenges and obstacles along the way. The biggest problem to solve was how to visually express the digitized, abstract concepts the system delivers in a way that any employee could easily understand.
Noh Eun-young, a specialist at LG EI Task
“There were people who insisted on providing the collected data as-is, but we spent much time and effort to persuade and explain to them the importance of presenting data in a way that actually helps LG employees understand target customers,” said Noh Eun-young, a specialist at LG EI Task. “No matter how much data we have, it is meaningless if we cannot interpret it accurately, and that’s exactly what Lifegraphy helps us do.”
LG’s newly introduced MoodUP refrigerator is an example of a successful product conceived with assistance from the Lifegraphy system and perfected by the talented designers at LG. The refrigerator boasts LED doors that can change color to match users’ moods or preferred decorating palettes – without the cost and hassle of having to physically replace the actual panels. Through the LG ThinQ app, users can choose from 22 colors for the upper door panel and 19 colors for the lower, and instantly apply their new selection whenever the mood takes them.
Thanks to the convenient, effective Lifegraphy system and the endeavors of those who designed and use it, LG is bringing exciting, new innovations to the home appliance space and taking the personalized customer experience to a whole new level.
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TV's a UK7700PUD. I've scoured the settings, but can't find anything that might let me export bookmarks to, say, USB. Although I did see in the TV's settings you can create/sign in to an LG account... Any chance I could use that to sync bookmark data in the cloud for an LG account? Wanna be sure here before I resort to manually copying them. Thanks.
By News Reporter
Commemorating national Energy Star Day 2022 in the United States, LG joined forces with home improvement retailer Lowe’s and non-profit Rebuilding Together to help a deserving family in Charlotte, North Carolina, USA, under the theme of “Save Today, Save Tomorrow and Save for Good” with energy efficiency upgrades using Energy Star certified LG home appliances.
“Rebuilding Together and Lowe’s are longtime partners and know the importance of making sure to replace or repair homes with materials that will last while also saving the homeowner money on energy bills,” said Beth Morrison, executive director of Rebuilding Together, who thanked LG — 2022 Energy Star Partner of the Year — for its important role in providing energy efficient appliances.
Gary and Pat Turpin moved to the Hidden Valley neighborhood of Charlotte in 2000 after Mr. Turpin served in the U.S. Army, where he received the National Defense Service Medal among other honors. Mr. Turpin is visually impaired, and it has been difficult for the family to keep up with home repairs and maintenance.
Volunteers from Lowe’s, LG and other local businesses converged on the Turpins’ home on Energy Star Day, Oct. 12. to replace kitchen and laundry room appliances and flooring, repair roofs and insulate for weatherization, paint interiors and exteriors and install smoke detectors and handicap-accessible features.
The Energy Star appliance upgrades including an LG refrigerator, dishwasher and clothes washer and dryer will help make life easier for this family, adding convenience and energy efficiency to everyday living and saving them money over time. According to the U.S. Environmental Protection Agency, by choosing ENERGY STAR products such as appliances from LG, a typical household can save about USD 450 on their energy bills and still enjoy the quality and performance they expect.
The refrigerator LG provided earned the Energy Star Most Efficient 2022 designation — representing the year’s very best products for energy savings and environmental protection — along with an Energy Star certified dishwasher. Rebuilding Together completed the kitchen makeover by installing an LG electric range and over-the-range microwave oven.
As part of the home’s energy efficiency upgrades, Lowe’s and Rebuilding Together also are installing an Energy Star certified LG top-load washer and companion Energy Star certified LG dryer. Clothes washers and dryers that earn the Energy Star use about 20 percent less energy and about 30 percent less water than traditional models. To improve both indoor air quality and energy efficiency, LG also is providing the family an Energy Star certified air purifier.
With support from a USD 350,000 grant from the Lowe’s Foundation in March, this project is one of more than 40 critical home repair projects planned for the Hidden Valley neighborhood as part of Rebuilding Together’s Building a Healthy Neighborhood program. Hidden Valley has a concentration of older single-family homes that are significantly less energy efficient than others across the country, on average. According to the EPA, low-income households pay up to three times more on home energy costs, as a proportion of total income and some are spending nearly 20 percent of their income on utility bills.
“LG’s support of Energy Star Day 2022, in cooperation with the EPA, Lowe’s and Rebuilding Together, reflects our commitment to the environment and the community – core business principles for our company,” said John Taylor, senior vice president and head of corporate social responsibility and sustainability of LG USA. “This Energy Star Day and every day, LG and Energy Star help you save for good – for all the good things you want in your life and for a healthier planet for you and your family.”
Contributed by LG USA
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I have completed my first TV app. It does its job very well: display on the TV, in REAL TIME, the GPS track of my excursions in the mountains. From home my family can therefore follow me, for my safety since I almost always go alone in the mountains.
The next step would be to switch from the "developer" mode (the current one) to a "production" one.
But I think that the LG store does not accept this app because it is too personal: it is not a video game with 10000 downloads!
Furthermore, they could object to privacy issues.
So how to make this app "definitive" (installed on 2 or 3 TVs at the most) without having to renew the extension of the developer mode every 40/50 hours ?
Is there no other way than going through the LG market?
Thanks for your attention