Overview
When Artificial intelligence was just a buzzword in the consumer space, Samsung had already envisioned to implement it in its forthcoming smartphones. The idea was to make AI more meaningful for the users. This called for an experience that would create Artificial Intelligence more aligned with human needs and aspirations.
Goal
To design an experience that helps users interact with Samsung's future phones powered with Artificial Intelligence in a natural and intuitive manner.
My Role
• Lead UX designer - collaborated with three other designers to create experience vision and strategy,
concepts, scope definition and design execution.
• UX/UI and collaboration with engineers to define the project scope.
• Presenting the proposals to Senior Management and Key Stakeholders.
To comply with the Non-Disclosure Agreement, I have omitted the confidential information in this project. The information presented here belongs to me and does not represent Samsung's views.
Process
The task of designing experiences that were built on Artificial Intelligence was stimulating. But, considering the technology
was still in its infancy, cracking it to match up to the expectations of people was daunting.
Hence it was essential for us to familiarize ourselves with the technology. Little did we know that Natural Language Understanding (NLU), Natural Language Process (NLP), End Point Detection (EPD), Speech To Text (STT), User utterance, would be our most frequently used terminologies soon.
With the vision of designing Natural and Intelligent experience, we worked on a process that consisted of the following methodology:
BRAINSTORMING
PERSONA
CREATION
USER RESEARCH
USER JOURNEY
MAPPING
SCENARIO
BUILDING
CONCEPT
DEVELOPMENT
DEFINING THE
SCOPE
FINAL MVP
DESIGN
Design Philosophy
Our interactions in real life are unstructured.
But when it comes to interacting with digital devices, our interactions become rather structured which is not natural.
Design Principles
Design Principles
01
CONTEXT aware
Intelligent design is well aware of
user, situation as well user's environment.
02
NATURAL
The user should be able to easily interact with the technology without prior training.
03
Proactive
Intelligent design is "always there" for the user.
Product Roadmap
North star concept of the design experience (under NDA) was created and validated with business stakeholders and
engineering teams as Proof of Concept (POC).
The MVP was launched as a beta app after coparameters such as technical feasibility and quick user acceptance.
Few concepts were scaled down in the initial release and were enriched at later stages.
Minimal Viable Product
As a first step of introducing a Natural Experience in digital devices, JIFICAL, a calendar application was launched.