Samsung TV was challenged by emerging local competitors in China. As an UX designer in a design team from Stockholm, we helped Samsung China to innovate the TV product and created concept for new features in Samsung’s TV system.
Year
2016
Project Type
Product Innovation, Service Design, Interaction Design
My role
I worked as a junior UX designer, in a design team together with another senior UX designer and a visual designer.
- Conducted desk and field research in China to familiarize with TV in local market
- Facilitated ideation workshop and shaped user experience
- Created quick sketches and wireframes for new concepts
- Support visual designers to create high-fidelity prototypes
Process & methods
Field visits
Our team had an intensive field visits in China. We visited 5 cities with different scales, where we managed to conduct many contextual interviews and focus group discussion with local families, to understand their smart TV usage and pain point.
With all the outcomes from desktop and field research, we analysed our data and created 4 personas that represent customers from different segments.
After synthesis workshop and several rounds of iterations, we have identified 17 key findings from the research phase and organize them into Insight Cards.
These insights serve as a starting point for further ideation .
Ideation
With all the insights collected, ideation workshops are conducted. Participants are provided with insights and to brainstorm about the next generation smart TV features.
Ideas gathered from the workshop are categorised and prioritised and formed into an idea booklet – baby concept!
Concept development
Ideas are further crafted and grew into many features. With further internal iteration and feasibility evaluations, we ended up with 15 features and formed into 3 concepts for next generation smart TV.
Every features are supported by our insights and has been through a design process.
Validation & delivery
Concepts and features are validated by another market research company. Together with other 2 concepts from other initiatives, our concepts had a significantly higher satisfaction.
From the test result, we received important inputs from consumers and conducted design updates accordingly before we delivered the concepts.
Our concepts were further presented in Samsung headquarter in Korea, together with other parallel product innovation projects from other markets. They had gained great success and recognition and some of the features were pipelined to be further developed.
My learnings
It was my first time to understand how a new feature is shaped. I was impressed that all of the features were supported by our previous research data. We created different dots when we did the research, and all those dots turned into lines, and then into a huge network that shaped the design of new feature.
Innovation is not just being creative, it needs to be solid, feasible and polished again and again✨.