With the emerging of local television brands in recent years, smart TVs have highly penetrated the Chinese market. As a leader in the mid- and high-end TV market, Samsung is facing increasing pressure from its local competitors. Our task was to collect insights from the Chinese market and to innovate new Smart TV features, helping Samsung to strengthen their position in the local market.
In the beginning of the project, TWL conducted comprehensive market research and analysis of current user interfaces for smart TVs in China from our Stockholm office. We studied both Samsung’s existing products and products from competitors to gain the first glimpse of the Chinese TV market!
In the end of desktop research, we delivered a research report including a market overview and competitor analysis for 7 different opportunity areas. Based on the data, we created hypotheses and potential solutions. These initial ideas made a well-prepared start for the field research!
The next phase of the project took us to China to conduct field research in 6 different cities, talking to the end users and sales experts. After two weeks of immersive studies, gaining experience in the local market, we extracted needs and pain points around existing TV products.
From the field, we created 4 personas to better clarify users needs and to facilitate future concept development. Creating personas also benefited us in organizing our findings efficiently.
Our insights were carefully revised to be concrete and hit the bulls’s eyes. 7 Opportunity areas from the beginning were refined to 4 areas for the insights. For each of the insights, we collected data from our desktop research and field research to better support our statement.
Concept development & testing
After the midterm delivery and initial feedback about feasibility from Samsung Korean HQ, 3 concepts with 15 features were finally developed. For each concept, we worked from the wireframes to the visual design.
We created concept videos with animated interaction for better presenting our ideas in Samsung HQ.
Based on the insights, we facilitated a 2-day ideation workshop to place our initial concepts in the buds. Together with experts from Samsung PIT Team and UX Team, we created and gathered numerous valuable and innovative ideas!
Field insights was a base for the ideation workshop, participants were encouraged to think creatively. As a result, we produced over 200 ideas that were shaped into 16 initial concepts and mapped to the related insights.
The 3 final concepts were delivered and presented in Samsung headquarters in Korea. Our report included our whole journey from insights to concepts and features to test results analysis.