Overview

February 2014

Samsung has a plethora of consumer electronic products ranging from smartphones, wearables, home appliances to the internet of things. All these devices initially operated on independent technologies. To create a holistic and unified experience, there was a need for a platform that would integrate all these devices. This led to the development of TIZEN, an open-source, Linux based operating system.

With Tizen Z1, the first smartphone powered by Tizen OS, Samsung envisioned:

  • an increase of market share in the emerging economies

  • achieve higher acceptance of Tizen

Tizen Z1 was introduced as a low-cost mobile device to cater to the needs of the budget users emerging markets like India, Bangladesh and Brazil.

 

Goal

To design the experience of Internet App, Samsung's native browser that would come bundled with Tizen Z1 phones. 

My Role

As Senior UX designer, my key responsibilities included conducting user research, competitor analysis, designing end to end UI and conducting user testing.

Process

RESEARCH

Who are the users?

Based on the demographics of the target user group, user profiles were created.

The First Timer

Users who have never used any digital device such as cellphone, Tablet or PC.

e.g. blue collared workers

The Budget Conscious

Users who are familiar with digital interfaces but cannot afford high-end smartphones. e.g. home makers

The Aspirant

Users who want to upgrade from bar phone to smartphone.

e.g. students

What they wanted?

We conducted a study to understand the internet consumption patterns of Indian users -

the meaning of the internet, the frequency of usage, favourite apps why and how they are used, etc.

11

One on one

interviews

Obeservations

+

Field Notes

+

Recordings

Synthesis

ANALYSIS

Key findings from the user study and well as desktop research. 

DESIGN 

Design Principles

Design principles that defined the experience Tizen Internet app would offer the users:

Show Primary Information First

Make Recommendations

Focused

Keep the interface intuitive and simple. Especially for first-time users.

Ensure essential features are easily

available for the users

Understand and recommend content based on past usage

Design Decisions

Multiple concepts that aligned to the key finding and design principles were generated. Their impact and technical feasibility were analysed with the stakeholders. Pertaining to which, the final concepts were:

 

SHOW MORE CONTENT

Websites contain multimedia content. To provide a richer experience on a small screen, allow the user to view more content with a simple interaction. Scrolling down a webpage automatically hides the header and footer to accommodate more content.

 

SAVE FOR OFFLINE PAGES

The user can save a webpage and read it offline. 

 

QUICK ACCESS

Add shortcuts of frequently visited websites on the launchpad.

 

VISUAL BROWSING

No need for cumbersome typing. Popular websites can be accessed just by a single swipe from the homescreen.

 

SECRET MODE

Allows users to privately browse on a shared device

User Interface Structure

In order to design the interface and interactions, it was necessary to understand the layers besides header and content area.

User Interaction 

Application Flow

Application Interface

1

2

Launchpad

Pin favourite websites on the launchpad ​

Access popular websites just by swiping left from the homepage

Webpage

1

Top and bottom bars automatically 

hide on scroll to provide maximum real estate for content

2

Primary actions are placed upfront for clarity and ease of use

1

2

Window Manager

Clear distinction of windows

opened in secret mode  

Secret mode for browsing privately

Offline Pages

View and manage offline webpages directly from Homepage

Impact

1 Million phones sold in India within less than six months of launch.

More than 20000 devices sold within a month in Bangladesh

The Internet App is a native application that is

pre-installed in the low-cost Samsung TIZEN Z1 designed specifically for the users in emerging markets to create their internet experience more

simple and intuitive.

ux.tanu@gmail.com​