I worked from September 2016 to September 2017 as a Lead Designer in the India Mobile Experience team at Samsung Design Delhi, India. At Samsung I was part of several Samsung Mobile projects where I served different roles in the UX Process. Some of the projects and my role in them is displayed here. 

Generation Z Design

Designing Samsung Mobile User Experience and Interface for Generation Z/ Digital Natives using research done across 9 Indian cities. The project plan for the research is as shown below

The research project was carried out in collaboration with a design agency. As part of the team I carried out:

1. PESTEL Study (A PESTEL analysis is an acronym for a tool used to identify the macro (external) forces facing an organisation. The letters stand for Political, Economic, Social, Technological, Environmental and Legal): I was part of brainstorming and analysis of User personas and journeys. Identifying mobile usage touchpoints and gaps. This was a team exercise carried out through brainstorming.

2. Secondary Research: As part of the UX team, I carried out competition mapping with a focus on aesthetic trends, selling points, opportunities and technological specifications. Chinese brands competing in the same price category were the focus here.

3. Primary Research: I carried out primary research in 3 out of the 9 cities in India where the research was carried out. Delhi, Bangalore and Aurangabad. This research was carried out as a two person team from Samsung Design Delhi and our partner design agency.

4. Design Insights: Bringing together the primary and secondary research, I analysed macro trends and design insights both individually as well as part of the team.

5. Design Concept: Using the design insights, I was responsible for creating, prototyping and validating the Wallpaper Selfie which was later integrated as a feature in Samsung India smartphones. Furthermore developing a modern visual style for Generation Z visualised in the ‘Sardi ke khwab’ theme (Winter dreams Theme).

I carried out the Secondary research with a focus on the south asian market, specifically Chinese brands and models in direct competition with the Samsung India J series. 

During Competition Mapping the mobiles were assessed in these areas:

1. Features advertised/Selling points: For instance ‘Oppo’ sold mobile phone with a front camera more powerful than the back camera marketing it as the best Selfie camera phone in the price category. 

2. User Experience Design: Basic features such as planners, clocks, setting, camera functions were analysed.

3. Visual and interface Design: Several mobile brands like Vivo and ‘Oppo’ imitate the Apple visual design. Selling the ‘luxurious’ Apple interface for a much cheaper price tag. The AOD(always on display), start up animations, themes, widgets, Clocks, emojis, stickers among others were looked into.

4. Technical Specifications: Several Chinese brands pack hardware specifications much better than the Samsung mobile phone(in the same price category) at a much cheaper price. 

5. Look and feel: Bevels, color options, finish, textures were focused on. Several mobile phones from Chinese brands imitate hardware design of higher end mobile phones albeit at an affordable price tag.

The primary research was carried out keeping the above areas in mind. We met 14 respondents in each city, theses respondents differed in age, marriage status, education and work. They were however all part of the so called Generation Z. A typical session involved:

‘Briefing Session

• About the workshop

• Rules and Guidelines

Respondents Introduction & Ice breaking

• Individual introduction

• Individual mobile phone details

• Hangout places and comfort zone

Focus Group Discussions

• Presenting Emerging Trends and discuss in group

• Q & A on emerging trends

• Individual Voting

Card Sorting & Collage

• Pick a collage which you like the most

• Create collage for your room which reflects your personality

• Create your mobile phone

Guided Pen and Paper interviews

• Questionnaire on Opportunities Mapping

Personal Interviews

• Correlation with homework and deep dive

• A look into their lifestyle

• Mobile Phone usage in everyday life, needs and future expectations

Fly on the wall

• Visit popular hangout places

• Observe behaviour and activities of Gen Z

• Take pictures off spaces, interiors etc.

The research was carried out extensively both primary as well as secondary therefore all the insights cannot be drawn out here but one of the insights that was taken forward was the Wallpaper Selfie.

All the participants were given homework where they answered certain questions in addition to taking screenshots of their mobile Homescreen, mobile Lockscreen, their house, their favourite gadget, favourite corner in the house among others. 

One distinctive feature that the Generation Z differed from Millennials was that while both groups celebrated their friendships, Generation Z did so in close knit circles. The celebration was kept private within a set of people. They did so through small groups, friends, internet packs among others. One distinctive way they did so was through their wallpapers. 70% of all our test subjects had their own selfie (or selfie with a friend, partner or parent) as their wallpaper.

This observation in addition to ‘Selfies’ being a big trend at the time fit well with each other. Furthermore I noticed that in Samsung like several other phones existing icons or icons from newly installed applications would hide the subject of the wallpaper. 

Therefore the idea of wallpaper selfie was born. A selfie that would be set as a wallpaper and would be celebrated. Celebrated by using digital image processing to keep the subject of the wallpaper free from icons or widgets. This would allow Samsung a special feature to celebrate the selfie trend by appealing to the emotional aspect of the feature.

‘Sardi Ke Khwab’ / Winter Dreams

Theme for Samsung

Glocal: Global + Local

The Samsung UI Design for Generation Z needs to have a global appeal albeit using local motifs. Speaking to the youth through familiar symbols while interpreting them in modern and clean ways. Sardi Ke khwab brings together motifs of the past and putting on an international spin on it through muted tones and geometrical forms.

Moodboards

A combination of Indian textiles, popular motives as well as the latest in modern visual design formed the moodboard for the project. Geometric forms, delicate lines and attention to detail were the epithets followed in this exercise.

Samsung Native Applications

Some of the applications where the design is applied

• S Planner

• Lockscreen

• Homescreen

• Icon Set

• Dial Screen

• Contacts

• Message Screen

S Walk

There has been an increasing statistic of accidents owing to smarphone usage as well as taking photos in dangerous places. The internet even came up with a name for it: Killfies. Selfies that kill. This concept found the basis for S Walk, an application that makes users aware and cautious of their surroundings.