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Part 1: Project Brief Client: Samsung Mobile Collaboration: SCADpro

Project Overview This 10-week collaborative project partnered a multidisciplinary team of 18 SCAD students with Samsung's Mobile Business Unit to refine and revitalize their core design identity. The central challenge was twofold: first, to evolve Samsung's guiding design principle of "Essential" to ensure its relevance for the next generation of users, particularly Gen Z. Second, to develop a practical methodology for consistently applying this principle across all mobile products, including phones, tablets, wearables, and accessories, ensuring a unified brand experience.

The "Essential" Principle At the heart of the project was Samsung's north star principle: Essential, expressed through the three attributes of Simple, Impactful, and Emotive. Our goal was to validate this framework and create clear, inspiring guidance for Samsung's internal design teams.

Process & Methodology To achieve this, our team undertook a comprehensive, multi-phased research and strategy process:

• Adjective Research: We conducted a deep analysis of language used in Samsung's marketing, customer reviews, and internal documents, and performed a competitive analysis against Apple. This helped map the current linguistic territory and identify opportunities.

• Semantic Differential Survey: A global survey was designed and deployed to 784 participants across eight countries. Using visual stimuli and adjective pairs, we quantitatively measured user perceptions of the "Simple, Impactful, and Emotive" attributes.

• Gen Z Deep Dive: Recognizing Gen Z as the target customer, we conducted in-depth interviews to understand their values, behaviors, and what creates emotional engagement with their mobile devices.

Key Insights & Strategic Direction Our research confirmed that while "Simple" and "Impactful" were well-established, the "Emotive" attribute was Samsung's biggest challenge and opportunity. We discovered a significant gap in perceptions of ████████ and humanistic design, especially among Gen Z participants. Data showed that Gen Z values authenticity and ████████, yet perceived the Galaxy brand as the weakest in this area compared to competitors.

Outcomes & Deliverables Based on these insights, we developed a comprehensive final proposal:

• Evolved Design Principle: We proposed an evolution of the design principles, redefining "Simple," "Impactful," and "Emotive" with a renewed focus on creating playful, vibrant, and human-centric experiences. Crucially, we introduced "████████" as a core pillar to directly address the Gen Z gap and guide future innovation.

• 3-Phase Application Methodology: A scalable framework was designed to embed these principles into Samsung's workflow. This methodology provides tools and structured guidance for design teams to ensure consistency from initial concept through post-launch reflection.

• Future-Forward Concepts: To illustrate the evolved principle in action, we explored emerging technologies in color, materials, and finishes (CMF). This culminated in the ████████, a tangible concept demonstrating how Samsung can deliver dynamic and meaningful ████████.

Part 2: My Role & Core Contributions As a core member of this 18-person interdisciplinary team, I assumed several critical leadership roles throughout the 10-week project, driving the entire process from initial discovery to final strategic delivery. My contributions spanned competitive analysis, advanced technology research, large-scale global survey methodology design, and the comprehensive synthesis and presentation of the final project deliverables.

1. Lead, Mobile Competition Research In the project's initial phase, I led the competitive research initiative, conducting a deep-dive analysis of Samsung's primary competitor, Apple. I designed the research framework and authored a detailed strategic report that systematically deconstructed Apple's brand language, advertising campaigns, and keynote presentations. This research was pivotal in identifying their "emotive-first" communication strategy, thereby exposing a significant opportunity for Samsung to integrate more emotional value into its tech-forward narrative. This foundational work provided the data-driven basis for the team's subsequent strategic focus on elevating the "Emotive" design attribute.

2. Researcher, Advanced CMF Technology Transitioning into the concept development phase, I spearheaded research into emerging Color, Material, and Finish (CMF) technologies to identify tangible solutions for Samsung's "████████" gap. My investigation went beyond the project's immediate scope to explore cutting-edge technologies like E-Paper and Electrochromics. I systematically analyzed their technical principles, current applications, and existing challenges. This research directly informed the team's final concept proposal—the ████████—providing the critical technological foundation to translate the abstract principle of "████████" into a viable and innovative product experience.

3. Architect, Global Survey Methodology & Data Analysis During the project's core quantitative research phase, I served as a key architect of the research methodology for the Semantic Differential Survey. This was a massive undertaking, involving 784 participants across 8 countries. To manage and analyze nearly a thousand complex responses, I engineered an innovative data-cleansing and analysis workflow. By leveraging advanced AI data processing tools, I accelerated the analysis timeline by over 80%, enabling our team to rapidly and accurately distill critical insights from the vast dataset. This efficiency was crucial for identifying that "Emotive"—and specifically "████████"—was the weakest link in user perception.

4. Lead Author & Head of the Final Process Book In the project's final stage, I took full ownership of the capstone deliverable: the Process Book, serving as its Lead and Principal Author. This comprehensive document represents the culmination of all research, strategy, and ideation from the 10-week engagement. I was responsible for restructuring the entire complex research journey, synthesizing fragmented information from multiple sub-teams into a cohesive and logically rigorous narrative. Beyond merely documenting the process, I authored the final "Reflection" chapter, elevating the team's key learnings into actionable, forward-looking strategic recommendations. As the author of this definitive document, I ensured that the project's immense value and deep strategic thinking were preserved and professionally communicated, delivering an invaluable asset to Samsung that extends far beyond the project's conclusion.