Samsung, building on an already strong market position and market share, conducted a deep UX investigation of Samsung’s relative position against competitors and the role of Smart TV’s in the future and the role they play as a central entertainment hub in homes. An objective assessment of the Tizen OS and identification of future opportunities were uncovered through rigorous quantitative and qualitative methodologies and product testing with industry experts and a wide spectrum of users.
In collaboration with Samsung’s R&D team working in the Samsung Digital City, detailed recommendations and findings shaped the strategic direction for their Smart TV strategy, leading to a complete strategic overhaul of the user experience and product roadmap. Changes to the operating system, interaction and navigation, and an expansion of the entertainment ecosystem has accelerated Samsung’s global position in the Smart TV market, increasing marketshare by 21% within 24 months of implementation.
