Samsung
As Head of CX Lab Design, I led a studio of designers, negotiating a collaboration model that expanded the team across the US and Korea.
Smart TV
Samsung’s Smart TV was organized around hardware inputs, not the person watching. Changing what you watched meant navigating back to a menu, selecting a source, and starting over.
The Eden platform introduced a content-centric model: relevant content from any source, accessible from any screen, without source switching.
Eden contributed to Samsung’s 34% hold of global TV market revenue in 2017 and broke the cycle of year-over-year OS overhauls.
Family Hub 2.0
Our research found that 76% of households had a designated place for shared family information. 58% were already using their fridge for photos, memos, and reminders.
We wanted to take it further: a family command center for food management and family coordination.
The platform had to work at rest and in use. An always-on idle state surfaced what the family needed to see without anyone asking.
A customizable home layer let households organize what mattered to them: calendar, weather, notes, music, who’s coming and going. Dynamic widgets scaled to fit whatever they put front and center.
The commerce layer was designed for where purchasing decisions were already forming. Grocery replenishment, recipe discovery, partner checkout, IoT-connected home access
An Amazon Dash integration built around repeat consumption in the home. The refrigerator as a commerce surface, not just an appliance with a screen.
Samsung’s brand value grew from $51.8B to $56.2B in 2017. Interbrand cited Family Hub 2.0 directly, the same year Samsung rose from #7 to #6 on their Best Global Brands list.