Samsung TV

Challenge

Samsung aimed to redefine the smart TV experience by creating a feature-rich, multi-purpose product tailored specifically for the Indian market under its ‘Make for India’ initiative. The goal was to expand TV functionality beyond entertainment, offering unique, localized experiences to differentiate from competitors and appeal to the evolving needs of Indian consumers. However, to achieve this, Samsung needed deep consumer insights, innovative product ideation, and a seamless UX strategy that would transform the traditional TV into an interactive hub.


Solution

As Innovation & Product Lead at Nekuda Design Management, I managed and led the hands-on innovation process to define, conceptualize, and design the Samsung Unbox Magic Series, introducing smart TV features that extended beyond content consumption into productivity, music, and home connectivity. The project followed a structured Innovation Process, integrating user research, ideation workshops, rapid prototyping, and experience validation to develop high-impact, user-centric features:

• Unbox Music System – A full-screen audio visualization experience, turning the TV into a stylish music hub. (This feature later evolved into Tune Station, which won the iF Design Award 2020.)

• Unbox Personal Computer – Transforming the TV into a remote workstation, with PC access and Microsoft Office integration.

• Unbox Home Cloud – Automatic, wireless photo & video backup from smartphones to the TV.

• Unbox Live Cast – Real-time mobile-to-TV streaming, allowing users to share experiences instantly.

• Unbox Two-Way Sharing – Enabling seamless content sharing between the TV and smartphones.

Impact

✔ Successfully launched in the Indian market, reinforcing Samsung’s dominance in the smart TV segment.

✔ Tune Station feature won the iF Design Award 2020, recognizing its innovation in UX and design.

✔ Expanded to the Indonesian market in 2024.

My Role & Responsibilities

• Led & managed the hands-on innovation process, guiding the project from ideation to execution while at Nekuda DM.

• Defined key features & product vision, translating research insights into tangible product concepts.

• Conducted user research & innovation workshops, ensuring alignment with consumer needs and market trends.

• Designed UX flows, integrating intuitive interactions into the Samsung Smart TV ecosystem.

• Managed a multi-disciplinary team of designers, overseeing concept development.