SAMSUNG - Smart TV Innovation
Samsung wanted us to come up with new features for their smart TVs in the highly competitive Chinese market. Our task was to collect insights from the local market and to innovate new Smart concepts together with the client, helping Samsung to strengthen their position. As a result we ideated over 200 ideas and created 15 new features for three new Samsung smart TV concepts.
I was responsible for planning the project, managing it and leading the UX work. The client was extremely happy with the results and some of our work was launched in the new Samsung Smart TV in spring 2017. Read more about the process in the sections below.
ROLE: Lead UX Designer & Project Manager
MADE IN: The World Loves
CLIENT: Samsung, China
DURATION: 4 months
METHODS: Market analysis, User interviews, Focus Groups, Shop-alongs, Card Sorting, Scenarios, Personas, Ideation, Sketching, Prototyping
TOOLS: Paper & Pen, Powerpoint, Photoshop
Co-creative innovation process
We started the journey at our desks in Stockholm. The innovation process included following phases: desktop research, field study, ideation and concept development. The desktop research was focused on market data to reveal insights on the mechanisms and trends in the Chinese market. We created sacrificial ideas based on the data to get early feedback from the stakeholders and users. The next phase of the project was the field study. We flew to China to visit our users homes andto participate in focus groups and shop-alongs in 6 different cities.
Visiting Chinese homes to understand our users
During the field study I collected qualitative data by semi-structured interviews. In addition I used card sorting and scenario exercises to enrich the data collection. The data revealed 17 key finding that were crucial for understanding our users. Based on the collection, together with the local team, we co-created four personas that defined the starting point for ideation.
The more ideas the better
The ideation took place during a one day workshop. During the workshop, we together with the clients team and experts came up with over 200 potential ideas of new features. These ideas were sketched on idea templates, clustered and prioritised. From all the ideas the client chose 20 for further development.
Evolution of an idea from quick sketches to a concept video
During the ideation and conceptualisation phases an idea transformed from a quick sketch into a flow with focus on user needs and benefits and finally turned into a high fidelity video prototype, which was the final delivery of the project. Each of the ideas was iterated several times and backed with market research data in order to be continued with.
Visual design, animations of the product and the styling of the infographics are not made by me. If you are interest in a kick-ass visual designer reach out to Sofia Langenskiöld ;)