How Samsung Design Delhi is Driving Future Growth Opportunities

Samsung Design Delhi (SDD) is located in Noida, part of the National Capital Region (NCR) that also includes Delhi, the capital of India. Noida is an industrial hub and SDD is strategically placed along with Samsung Research Institute, Noida. The design center is also located in close vicinity to Samsung R&D Institute India – Delhi (SRID) and Samsung India Electronics Ltd. (SIEL) manufacturing unit in Noida.

Noida is an industrial hub, located in the National Capital Region

SDD was established in March, 2008 to support Samsung Electronics’ HQ in South Korea, by validating Feature Phone design preferences with local users of the South West Asia region. SDD gradually expanded its design task force, from 13 people at the start, to over 50 designers in 2016. The majority of the designers are from tier 1 design universities in India, with a diverse design skill set such as UX, ID, CMF, graphics & packaging, research, and service design. Collaborative teamwork helps SDD produce holistic design outputs, with SIEL’s Sales & Marketing and R&D departments.

As a leader for emerging markets, SDD’s mission is to discover insights as an infinite design inspiration provider, design value to create globally successful products and drive the future to build new growth opportunities.

SDD Team

IM Product Design Team

The IM team lives up to its promise of creating desirable product solutions, offering core value and viable design for execution at Samsung’s production facilities. The Company’s design approach & process is highly research driven, empathizing with the growing needs and expectations of its consumers.

IM UX Design Team

The UX team undertakes research and supports the head office in South Korea with regional insight. Designers ranging in fields from GUI, UI, VI and research are involved from early stages of need-identification to feature conceptualization.

Graphic & Packaging Team

Starting as support for packaging line-up, the graphics team has advanced to creating localized packaging and visuals for all mobile models apart from flagship products. The team also undertakes logo and graphic design for local products as well as visual design trend research.

Consumer Electronics Team

The team creates CMF and UX designs based on local insights. It collaborates with the head office in South Korea and also with local partners to direct consumer centric innovations for local consumers and demands.

SDD’s Work

Galaxy J2

Galaxy J2 is a smartphone for consumers in emerging markets with unique design and UX features. The ergonomically formed grip that wraps around the entire device acts as a placeholder for your thumb and other fingers, providing a natural grip line. The Smart Glow emitting from the Ring Flash function is a form of establishing unique identity and self-expression especially for the youth of India. The lock screen and packaging especially reflect this glocal (Global + Local) sensibility, taking cues from the rich visual traditions of India.

S bike mode

S bike mode is a unique and easily adaptable app that gives priority to urgent calls while riding. The aim was to change the habit of riders of talking on the phone while riding. Once activated, only the urgent calls bypass through the auto-answering system filter. And to answer the call, the rider has to park his bike and come to a complete stop. The app was implemented in Latin America, the Middle East and South West Asia, following its success in India.

India localized Themes

SDD has created localized visual directions for an enhanced user experience. India specific artwork and thematic directions have been created as a part of the “Make in India” campaign, thus providing the user with a totally localized look & feel. These themes have been made available for both Android and Tizen platforms. These themes have been highly successful in the Samsung Theme Store, with downloads having crossed the 75,000 mark.

Activ Wash+

Activ Wash+ system includes a dedicated sink, which provides a convenient and unique space to hand-wash delicate items and pre-wash heavily soiled clothes. The Magic Dispenser specially designed to create a powerful water vortex, dissolves both liquid and powder detergent, spreading it evenly before a wash. It was the winner of “iF” and “Good” Design Awards for design excellence.

1-Door Wonder

The 1-Door refrigerator has a stylishly unique round-top design that has distinctive crown design and added extra space. It comes equipped with power cut resistant Coolwave cooling feature that keeps food chilled and frozen for 9 hours. Its ridged design also provides safe storage for bottles, a multi-utility door bin and FreshMax that provides extra space to store fruits and vegetables. It has a special divider to attach plastic bags and separate bottles, an auto close function and built-in deodorizer.

Dialogue between Patient and Hospital

The goal of Samsung In-Patient Solution is to create better medical service for the masses and for the doctors and nurses to be efficient and satisfied with their work. Launched in collaboration with Samsung Research Institute, Noida, the solution has been implemented in the Global Hospital in Mumbai. The solution is receiving positive feedback not only as a return on profit model from hospital administration, but also from patients and staff who participated in the pilot test.

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