Experience & Insight


In era of experience, customers accustomed to the ceaseless flood of new technology do not adopt products based only on specs and features; they consider the holistic experience that the new technology will enable. We have seen some remarkable leadership from companies that have transformed from sellers of products to enablers of experiences—be it with physical products, UX or services, and platforms.

The prerequisite to such a transformation is taking a human-centric and humanity-centric approach to technological innovation: cultivating deep understanding of the values, behaviors, and lifestyles of people whose needs must be met.

Our Vision

Our mission is to help Samsung better understand people’s needs, aspirations and lifestyles in order to craft meaningful experiences through innovative products and cutting-edge technologies. To that end, we monitor emerging cultural, social, and technological trends with multidisciplinary lenses befitting our complex subject: human experience. Working directly with our consumers to explore what technology should do rather than what it could do, we cultivate “insights” in designing of the “experience” that we believe will maximize the potential of Samsung’s world-renowned engineering capabilities.

We also believe that cultural leadership must follow technological leadership. Providing delightful experience to people implies that we stand for issues that matter to them, from data privacy to multiculturalism and gender inclusion to environment. Now more than ever in a pandemic-driven world, people need technologies that help them live better; the Samsung Research seeks to enable design’s distinct role in sparking and complementing Samsung technology’s potential to improve human lives.

Our Approach

We break boundaries and take a big-picture view to identify designs that the market may be missing. We do this by capturing weak signals and emerging behavioral trends, cultural shifts, social and technological changes. True to our multidisciplinary mission, our process combines problem-solving with critical reflection, always engaging with people from the very beginning.

Thus, our work requires rapid prototyping and deploying, which enable us to make an idea tangible. We go beyond the traditional prototyping of things and instead we prototype problems – the questions we are trying to answer or the needs and desires for experiences we are trying to fulfill. This prototyping is characterized as co-design with the people for whom we innovate. It encourages feedback early and often, and it offers us opportunities to learn and improve. Our insights are a product of iterative methods whereby we understand, design, prototype, deploy, and learn.