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With respect to NDA agreements at Samsung, I’m unable to share full project details. This case study highlights my design process and approach without revealing proprietary information.

EXECUTIVE
SUMMARY

Redefining Samsung Photo Editing Experience with AI/GenAI.

Duration
09 months

Team / Group (India X Korea)
Camera & XR visual experience

My Role

This project focused on expanding the capabilities of Galaxy AI by exploring AI and Generative AI-driven use cases to enhance the Samsung Photo Editing experience. The primary goal was to identify experience gaps and envision opportunities that address core user needs, making photo editing more intuitive, effortless, and playful for Galaxy users.

The project aimed to reimagine how AI can simplify editing tasks while offering creative and intelligent tools that enhance the consumer's photo editing experience.

User Research
Conceptualisation
UX / UI Wireframes
Testing
Dev handoff

Background - Samsung Generative Photo Editor tools

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  • Shortlisted for Commercialisation for next Samsung flagship mobile.

  • Features added to PRD document & product roadmap

  • Selected for POC creation by R&D team

Impact

3C Approach / Process

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3. Company Study

  • Study the evolution of Samsung Photo Editor
     

  • Understanding Samsung current and upcoming Galaxy AI capabilities
     

  • Identified key company directions and strategic focus areas
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2. Consumer Study

  • Conducted VOC (Voice of Customer) study
     

  • Influencer reviews and comments
     

  • Market expectation on AI/GenAI evolvement & directions
     

  • Analyzed user photo editing behaviour using Samsung Analytics data

1. Competitor Study

  • Analyzed Visual AI trends across Google, Apple, and C-brand mobile players
     

  • Studied existing products and features in BigTech's (OpenAI, MS, Google LLM models)
     

  • Explored emerging AI technology trends and speculated on future features / experiences

Competitor Current &
Forecasted Visual AI Trends

Key Consumer Needs & Insights
AI Generation Experience Map

Prioritized Business
Directions for Visual AI

Ideation for Key Concept Development
Prioritised fundamental & differentiated Concepts
Hero UX Concept Detailing

Synthesis

Analyis

Market updates

Stakeholder alignment

Condensation

Priortisation

Tech Capabilities

Affinity

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Proposal

Enhancing the Photo Editor with AI-Powered Features
Next Phase of Generative Editing Experience
Roadmap & Key Features List

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Impact

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  1. Commercialization Potential
    Identified as a potential candidate for next-gen Samsung flagship devices.
     

  2. Product Roadmap
    Key feature items are incorporated into PRD documents, influencing the product roadmap.
     

  3. POC Development
    Proposed concept selected for POC creation by R&D team.
     

  4. Strategic Contribution 
    Supported (HQ) Suwon team's mid to long-term strategy planning, shaping the future direction for Visual Experience

Reflection

1. Teamwork
Collaborating closely with PMs and engineers improved alignment between product vision, technical feasibility, and user experience.

2. Communication
Managing differing opinions among designers taught me the importance of open, respectful dialogue & finding common ground to move ideas forward.

3. Global Alignment
Built clarity and trust with Korean leaders through proactive updates, ensuring seamless alignment.

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For recruiters only
Request access at harshitXR@outlook.com to view the full case study.

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