Samsung. Strategy for the Next Samsung Social Hub

2011 - Fjord - Strategy


December 2011


Opportunity Analysis

Social strategy for smartphones. Samsung has launched Social Hub in 2010 (I worked on it when I was at Samsung mobile future product planning team). In 2011, Samsung asked Fjord New York to help define vision for the next Social Hub for the U.S market. I was very fortunate to meet my former child again!


Business Designer
Service Design Lead
> Interaction Designer
Visual Designer (Illustration)

New York, San Jose

Final Concepts


^ Sample pages from the final research and concept document


SME Interview

Subject matter expert interview with Mark Earls, co-author of the book <I’ll have what she’s having>, Mark Curtis, the founder of dating service Flirtomatic, Faris Yakob, the founder of Genius Steals. We learned about what what social means in a more fundamental perspective. Communication is a survival mechanism which made us humans smarter.


We invited the clients to Fjord studio to have a workshop to analyze the business opportunities. This was led by our business design director.

Concept Development

Based on the research findings and business opportunity analysis, we developed our concepts and provided sample screens to explain how the concepts can be realized in 4 inch rectangles.

  • Desktop research – workshop – subject matter experts interview – synthesis – concept development


  • as a main designer in this project, supported the team leader in every steps of the project to create a compelling story


  • Little support towards the research from the client