Samsung
UX Identity 2015
Samsung
UX Identity 2015
Building a cohesive user experience across
Samsung products for the upcoming IoT Era
As Samsung had not run any corporate-wide UX identity projects since 2007, the customer experience had gradually become fragmented. Furthermore, the use-cases of devices had significantly changed during that period. Most users had more than one connected device, and the evolving IoT solutions enabled users to control their environments with their devices. Therefore, it was imperative to redefine the relationship between Samsung and other partnered devices and to rebuild the UX identity.
On that basis, the second Samsung UX identity project started in 2014. I worked both as a UX strategist and a UX designer. First, we set up the UX design theme that helped to deliver a meaningful story, guided to orchestrate fluid consistency and foster long-term innovation between Samsung and its partners. Based on the theme, we successfully created the new UX design archetype. It was presented to Samsung C-suite and deployed to all UX design teams for the upcoming products in 2015.
Samsung Electronics
Sep - Nov 2014
UX Strategy Lead
UX Research Lead
UX Design
Tae Young Kang
K H Lee (TF Lead)
J Y Oh (UX Design Lead)
B Choi (UX Design), et al.
CLIENT
TIMELINE
ROLE
CREDIT
OUTCOME
Samsung Visual Design System & Principle Guideline
• UX design strategy & principle guide
• Visual style guide & design libraries
• Design theme promotion video