Samsung
Beacon
A marketing platform that instantly
connects users with places
Samsung Beacon is a location-aware mobile marketing platform that enables instant connection between people and promotions in places. With the platform, customers can access rich information quickly at the moment of interest without downloading apps or searching through the internet.
For marketers, Samsung Beacon helps to increase customer inflow both to online and offline stores, and it supports to build a long-term relationship with customers using the web console. I led the team of seven, including UX designers and SW engineers, and we built the first startup ever founded from the UX team.
CLIENT
TIMELINE
ROLE
OUTCOME
Samsung Mobile
Samsung Media Service Center
Samsung Electric Sales
Samsung HR Development
Samsung Welstory
Samsung Card
Megabox Theaters
Aug. 2010 - May. 2012
Team Lead (14)
UX Lead
Pilot services
End-user app/ web
Contents management tool
Service management app/ web
Service analytics app/ web
Platform management web
Service Beacons, NFC tags
Server SW package
Business clients & partners
Concept prototypes
Demo at MWC 2012
Strategy reports
Patents
HIGHLIGHTS | BACKGROUND
The first startup from the design team
From a concept to the market
Creating a service business out of the manufacturing company was an intensive journey. With a team of seven, we went through numerous pitches to stakeholders and potential partners while developing feasible solutions and viable business models. Against all odds, our team successfully operated beta services for the end-users and delivered an unprecedented beacon service platform to the business operating team.
One app for all
Removing adoption barriers
Samsung Beacon enables the user to access a place's information without installing the app of the venue. It works without GPS, Wi-fi, or Bluetooth turned on so that users don't have to worry about battery drainage from the service. In addition, it offers unobtrusive notifications by using only a ticker and a service-detected icon on the status bar.
HIGHLIGHTS | SERVICE APPLICATION
Faraway
to nearby
Location-based service manager
While the beacons hook nearby customers, the service app helps marketers attract users at far distances to visit their stores. As for venue managers, the onsite management tool assists to register beacon information on the Samsung Beacon platform and manage ongoing campaigns on site.
HIGHLIGHTS | BUSINESS PARTNERS
Copy, paste and launch
Easy and versatile contents manager
Anyone can easily start using the service at his or her venue using the content manager. Its simple interface helps users connect their content to beacon. It also welcomes every content type, from images or videos to web pages or even specific screens in an application. Users can even create a new campaign using templates and widgets library. The simulator lets the user check how it looks in real time on the monitor or on a mobile phone.
Publish easily,
measure quickly
Place manager and analytics
Venue managers can easily manage and control thousands of venues using Samsung Beacon's web console. Managers can easily customize and group venues or schedule publications for target areas using the features. Also, the web console comes with a detailed performance monitor with real-time analytics to support better campaign maneuvers.
HIGHLIGHTS | PLATFORM ADMINISTRATORS
Fluid operation
enabler
The console for the beacon platform
We also delivered an administrator console for service platform operators. The features cover business partner care and beacon maintenance including delivery etc. Since our team also took part in the operation, the features were thoroughly optimized for running the beacon service platform.
Operation
Metropolis
Beta service in 300 venues around Seoul metropolitan area
Due to the successful beta services in Samsung complexes and the enthusiastic reactions from clients, we finally got approval to operate outside the company. We launched the beta service around three hundred venues in the Seoul metropolitan area. Later, we successfully delivered the optimized platform to the Samsung Media Solution Center and it was later announced as Samsung Proximity Platform in 2014.
PROCESS & METHODOLOGIES
Define
Problems
Define
Missions
Deliver
Solution
Co-create
Diagnose
Optimize
Understand
Discover
Define
Develop
Deliver
Hands-on experience
Context Observation
Domain understanding
User interview
Stakeholders interview
Case studies
Patents review
Data analysis
VOC review
Affinity diagramming
Value chain analysis
Co-define workshops
Scenario building
Challenge framing
Concept workshops
Competitive analysis
Prototyping iterations
User testing
Beta service testing
Business modeling
Operation planning
Pilot services
End-user app/ web
Contents management tool
Service management app/ web
Service analytics app/ web
Platform management web
Service Beacons, NFC tags
Server SW package
Business clients & partners
Concept prototypes
Demo at MWC 2012
Strategy reports
Patents