Samsung: Unmet needs for close-knit social networks
Ethnographic research & innovation workshops to drive out unmet user needs + ideate innovative social product concepts for close-knit groups.
Brief
Define 4 user-centred concepts for mullti-channel social experiences based on in depth user research in 4 European markets.
Approach
Diary studies & ethnographic research in the UK, Sweden, France & Germany to define unmet needs for communication + sharing amongst close groups. Ideation workshops to produce & illustrate concepts. High-level UI design to bring key concepts to life.
Outcome
Concepts delivered to senior managers in Seoul. Key features added to roadmap for future mobile devices.
Ethnographic research
Diary studies & ethnographic research with consumers in UK, Germany, France & Sweden to understand how close family, friend & club groups share + communicate.
Outcome: In depth research completed on schedule. A set of high-value unmet user needs identified to work with in the next stage.
Ideation workshops
2 day workshops with client stakeholders to work through the data & user needs. A 3 stage ideation process, comprising of inspiration, ideation, & validation stages + a range of creative 'game-storming' activities was used to define and visualise idea concepts.
Outcome: A number of leading concept ideas to take forward and illustrate further.
Illustrated concept storyboards
Working with UX illustrators to sketch out the core features & proposition for each of the top 6 social experiences. Each storyboard illustrated both the core premise of the idea & real life scenarios for how group members would make use of + interact with the service.
Outcome: A highly visual pack, illustrating the leading concepts and how they address unmet user needs for review by the client.
High-level UI mock-ups
2 of the top concepts were taken a step further, mocking up more detailed UI and interactions to showcase how it could look & work on a Samsung mobile device.
Outcome: The visual mock-ups were presented to senior client execs in the mobile devision at Samsung HQ in Seoul.
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