Industrial Design
12 Weeks
Date:
Fall 2023
Role:
Research, Strategy, Industrial Design
Team:
Rosela Hinojosa, Yujia Li, Tate Shafer
Revitalizing Gen Z Interest in Samsung Wearables
Revitalizing Gen Z Interest in Wearables
Nova, the next evolution of the Samsung Galaxy Watch, offers powerful interactions such as Gesture Photo Capture and a new design that caters to the tastes and needs of Gen Z consumers, revitalizing smartwatch sales within their diverse demographic.
Revitalizing Gen Z Interest in Wearables
Industrial Design
12 Weeks
Date:
Fall 2023
Role:
Research, Strategy, Industrial
Team:
Rosela Hinojosa, Yujia Li, Tate Shafer
Nova, the next evolution of the Samsung Galaxy Watch, offers powerful interactions such as Gesture Photo Capture and a new design that caters to the tastes and needs of Gen Z consumers, revitalizing smartwatch sales within their diverse demographic.
Coming Soon
Coming Soon
Exploration
Application
Collaboration
Coming Soon
Exploration
Application
Collaboration
STATE OF PLAY
Samsung isn't Winning the Wearable Market
The Problem
Many wearable consumers don't know Samsung has a wearable product, causing their 8.8% market share to pale in comparison to Apple's 50%.
Consumers are now favoring simpler, more affordable devices like the Whoop band, shrinking the market for products like the Galaxy Watch. To maintain market share, Samsung must adapt to attract consumers beyond their current 35-40+ year-old primary demographic.
Market Growth
2022: 1.2%
2023: 16.35% 2025+: 8% Avg.
Samsung Demo:
35-54 (years)
8.8%
of Wearable Market
58%
Apple's Market Share
Why gen z
Samsung Needs Gen Z
Trend Pioneers
Radiant Nomads jumpstart trends and define what’s of interest for their generation.
Future Market
Gen Z will make up the majority of the future luxury buying market by 2030 with a preference for sustainable goods. (Bain)
Brand Loyalty
Gen Z is loyal to their preferred brands, so attracting them can create long term customers for Samsung.
How do we
design for one of the most diverse and misunderstood generations?
How do we
design for one of the most diverse and misunderstood generations?
by targeting the early adopters and generational influencers of Gen Z:
Radiant Nomads
by targeting the early adopters and generational influencers of Gen Z:
Radiant Nomads
WHO ARE THEY?!
Radiant Nomads are defined as outgoing leaders of their social circles who often set trends and are 16-23 years old.
Radiant Nomads
The early adopters and generational influencers of Gen Z
Radiant Nomads
Research & Insights
They value experiences more than material goods
Radiant Nomads prefer to spend their money on unique experiences as opposed to material goods to differentiate themselves beyond what's familiar.
They feel defined and entrapped by their digital presence
Radiant Nomads wish they could escape the technology that runs their lives. However, any disconnection makes them feel vulnerable and out of touch.
They root themselves in nostalgia for the sake of comfort
Radiant Nomads turn to nostalgia, known comforts, and childhood-derived behaviors when their world becomes too overwhelming.
Radiant Nomads
Trend Observations
Trend Observation 01
Maximalist Style
Vibrantly Bold & Expressive
Stylistic Expressions
Trend Observation 01
Maximalist Style
Vibrantly Bold & Expressive
Stylistic Expressions
Trend Observation 01
Maximalist Style
Vibrantly Bold & Expressive
Stylistic Expressions
Trend Observation 02
Champion & Flaunt Sustainable
Ethically-Aligned Products
with New Materials Preferred!
Trend Observation 02
Champion & Flaunt Sustainable
Ethically-Aligned Products
with New Materials Preferred!
Trend Observation 02
Champion & Flaunt Sustainable
Ethically-Aligned Products
with New Materials Preferred!
Trend Observation 03
Play!
Refreshingly Distracting
& Nostalgically Engaging Fun
Trend Observation 03
Play!
Refreshingly Distracting
& Nostalgically Engaging Fun
Trend Observation 03
Play!
Refreshingly Distracting
& Nostalgically Engaging Fun
Radiant Nomads
Design Criteria
01
RECOGNIZABLE BRAND
02
NOSTALGICALLY COMFORT
03
INTUITIVELY INTERACT
04
TACTILEY ENGAGE
05
SUSTAINABLY EMPATHETIC
06
VIBRANTLY BOLD
07
SAMSUNG BRIEF REQS
01
RECOGNIZABLE BRAND
02
NOSTALGICALLY COMFORT
03
INTUITIVELY INTERACT
04
TACTILEY ENGAGE
05
SUSTAINABLY EMPATHETIC
06
VIBRANTLY BOLD
07
SAMSUNG BRIEF REQS
01
RECOGNIZABLE BRAND
02
NOSTALGICALLY COMFORT
03
INTUITIVELY INTERACT
04
TACTILEY ENGAGE
05
SUSTAINABLY EMPATHETIC
06
VIBRANTLY BOLD
07
SAMSUNG BRIEF REQS
01
02
07
06
03
04
05
01
02
07
06
03
04
05
DESIGN PROCESS
How to Design for Radiant Nomads
POSITIONING STATEMENT
Samsung must create a product that tactile-y engages Radiant Nomads with nostalgic comfort and intuitive interaction while offering vibrantly bold aesthetics and sustainably empathetic features.
DESIGN PROCESS
How to Design for Radiant Nomads
POSITIONING STATEMENT
Samsung must create a product that tactile-y engages Radiant Nomads with nostalgic comfort and intuitive interaction while offering vibrantly bold aesthetics and sustainably empathetic features.
DESIGN PROCESS
How to Design for Radiant Nomads
POSITIONING STATEMENT
Samsung must create a product that tactile-y engages Radiant Nomads with nostalgic comfort and intuitive interaction while offering vibrantly bold aesthetics and sustainably empathetic features.
Ideation
Styling & Development
Refinement
Samsung Galaxy
nova
Nova, the next evolution of the Samsung Galaxy Watch, offers powerful interactions such as Gesture Photo Capture and a new design that caters to the tastes and needs of Gen Z consumers, revitalizing smartwatch sales within their diverse demographic.
Design Solution
Predecessor
Galaxy Watch 6
Predecessor
Galaxy Watch 6
01 Brand Recognizability
Creating Samsung Galaxy Watch awareness through a new recognizable and unique form to differentiate them from smartwatch competitors.
The broader form also allows internal components to stretch horizontally and accommodate a smaller screen diameter, adhering to the smaller diameter faces preferred by Radiant Nomads.
Iconic Form
02 nostalgically comfort
Bringing back fun technologies from childhood with straps that stretch or slap to remind Radiant Nomads of their favorite slap bracelets and rubber band bracelets from childhood.
Connecting Through Nostalgic Interactions
02 nostalgically comfort
Bringing back fun technologies from childhood with straps that stretch or slap to remind Radiant Nomads of their favorite slap bracelets and rubber band bracelets from childhood.
Connecting Through Nostalgic Interactions
03 Intuitive Interactions
Effortlessly capture the moment phones can't with a simple gesture. Nova uses an ultra-wide under-led camera to capture your environment and an AI editor to reshape and deliver the perfect photo to your cloud.
Stay in the Moment with a Gesture
04 Tactiley Engaging
A domed face, spinning interaction dial, and smooth edges that flow from face to band ensure that Nova can tactically engage, provide satisfaction, and entertainment during any passive fidgeting interactions.
Fidget Forward
06 Vibrantly Bold
By partnering with Pela, Samsung offers straps made from completely recycled material that are 100% compostable, meeting Radiant Nomads' ethical needs relating to sustainability.
Sustainably-Aligned, Vibrant Accessories
05 Sustainably Empathetic
06 Vibrantly Bold
05 Sustainably Empathetic
nova
nova
The next evolution of the Samsung Galaxy Watch offers powerful interactions such as Gesture Photo Capture and a new design that caters to the tastes and needs of Gen Z consumers, revitalizing smartwatch sales within their diverse demographic.