Samsung is approaching design from the perspective of how users interact with their technology. As devices become thinner and lighter with more stunning displays, Samsung is concentrating more on building a meaningful relationship with technology.
Samsung Design America, newly located in California’s Silicon Valley, is headed by Dennis Miloseski who told Katie Fehrenbacher and the audience at GigaOM Mobilize: “We staff multiple disciplines across experience design, UI design all the way to industrial design and into engineering. We’re situated in San Francisco, … because . It gives us a chance to work in completely new ways where we can co-create with companies that are in the [Silicon] valley.”
Let’s not forget that Samsung lost a $1 billion lawsuit with Apple which centered on design patents. It’s no wonder they are emphasizing a new approach.
Dennis Miloseski talks with Katie Fehrenbacher at GigaOM Mobilize about Samsung’s new philosophy
Samsung’s position lets them work on the living room, with some robotics, in the internet of things, and with appliances. They hope to be able to introduce new types of platforms, new ways for devices to communicate with each other towards a more unified Samsung. Miloseski emphasized: “Samsung is one of the few companies in the world that reach across many of the devices in your life.”
Their goal is consistent design integration across all the Samsung product lines. The design studio currently is concentrating on mobile products. Samsung is attempting to move from a technology brand to more of a lifestyle brand, by looking at user’s behavior and how they are starting to interface with their mobile devices.
He sees wearables as a new frontier. Samsung will think of them in ways where they actually change the way we live our life. He says: ”We really care about how hardware, software and services come together.”
They plan to work with partners in a new way where a service partner would have a broad reach across all their devices in an ecosystem.
Since Samsung is a Korean based company, with a new emphasis on their Silicon Valley presence, Fehrenbacher asked: “What are your strategies for designing global international products given variety of markets, variety of languages?”
Miloseski responded: “We do it with a lot of really deep user research and ethnic graphic analysis of what needs are in these different markets.”
His example was the Galaxy Note
> phone used in the US for entertainment, media and web browsing. The large screen design resulted from a need in Asian speaking cultures where it is much easier to actually write the glyphs or the characters of their language
.The increased screen size turned a phone into a more productive device. Samsung is focusing less on specific features and more on how certain things enrich the way we live.
Another example is the Samsung Galaxy S4
a Life Companion with Floating Touch and hand gesture recognition. It monitors the health of the user through data regarding workouts, weight levels, blood glucose, and blood pressure. As a camera, it can monitor the user to start or stop a video. All this in a lightweight polycarbonate body.
Samsung is looking for partnerships through their Silicon Valley location. Miloseski said Samsung was meeting frequently with a lot of interesting companies that are doing work in spaces that align with the mobile industry, some of which are start ups.
Miloseski emphasized that Samsung is into “Really understanding user experience, really understanding what matters to users and not just shipping products for the products sake.”
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