Educating and Empowering Samsung Users through Insightful Design and Behavioral Nudges
Role: UX Designer & Visual Designer
Company: Samsung
Timeframe: 2018 Nov - 2019 Mar
Background
I worked as a UX designer at the Samsung Design Innovation Center (SDIC). SDIC is responsible for creating advanced concepts to attract potential Samsung phone buyers.
Samsung CEO DJ Koh tasked SDIC with enhancing the UX/UI for the S11. Our focus was on strategic direction and implementing concepts for basic features and storytelling. During the concept ideation phase, SDIC identified and defined opportunity areas around Digital Wellbeing.
What is Samsung Digital Wellbeing
We had a first phase research about phone usage. One key pain point we learnt is to have a balanced relationship with phones. Phones a lot of time create false connection with people online but also create a lot of anxiety.
Google digital wellbeing feature was released May 2018. From a product strategy point Samsung wants to create something different and unique for their users instead of inheriting from Google.
Problem
In an increasingly digital world, Samsung users struggle to balance screen time and offline life, leading to distractions, reduced productivity, and negative impacts on wellbeing. Existing tools fall short in promoting healthier digital habits.
Goal
Our task was to develop innovative features for the Samsung Digital Wellbeing app to increase user awareness, encourage mindful device usage, and enhance overall digital wellbeing.
Competitive analysis
We examined Apple and Google’s current wellbeing features and found that most offerings provide data or settings, such as app limits. However, these features are not tailored to individual user needs and preferences. Instead of simply replicating these features for Samsung, we sought to understand what could truly facilitate behavioral change and return users' attention to what matters most.
Research process
I interviewed 10 users and surveyed 50, specifically recruiting millennials due to their large population and high purchasing power. This process provided valuable insights into their struggles with maintaining a balanced relationship with their devices.
Research Insights
Initial Wireframes
Visual Design Exploration
Final Design
Driving Impact: Enhancing Balanced Living for Samsung Users
The final designs were handed off to the HQ in Korea for further refinement before the final release. The Samsung Digital Wellbeing features were launched in 2019.
With these new offerings, Samsung phone users are equipped with tools to enjoy a more balanced life. By leveraging data from preloaded apps and sensors, users receive a personalized experience that fosters behavioral change. While we may not solve the problem entirely, the unique opportunities we identified—overlooked by competitors—significantly increase the chances of helping users achieve a healthier digital balance.