ReD Associates were commissioned by Samsung to conduct a global Ethnographic Study in collaboration with one of Samsung’s internal design teams, Samsung Design Europe. Chris lead the project to deliver relevant qualitative insights and UX design guidelines. The guidelines formed the foundation for the definition of Smart TV’s capabilities and user experience.
Presented below are examples of research excersisies undertaken during the study. The guideines and concept work unfortunately remain confidential
Samsung wanted to better understand how new behavioural trends in converged media would inform the design & planning of future TV systems
Understanding Behavioural Trends in a Converged Media Landscape
User Insight and Concept Development for Samsung Design Europe
3 countries, 3 cities: LA, USA; London, UK; Shanghai, PRC. 26 respondents in total
METHOD
Semi-structured interviews based on a pre-prepared discussion guide.
Media habits and media intensity mapping, Photo diaries
The types of things we set out to discover included:
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The possibilities and potential complications opened up by new technologies in converged content, time shifting and location shifting.
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Understanding the new target users of such systems, What would the perceived benefits be and what would people's primary goals be when using these systems?
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Identifying the qualities of the product system that would appropriately meet the new practices that were becoming more relevant to everyday life.
About the Ethnographic Study
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