Consumer electronic convergence

In 2011, Pilotfish was approached by Samsung Group to collaborate on a research project to define the future roadmap of Samsung computing.

Cheap data storage, faster central processing units (CPUs), the release of pre–4G LTE technology, a rise in cloud computing, onthe-go data access and shared processing power between device CPUs and remote CPUs were technological innovations that defined new user experience challenges.

As a result of tech-scouting and in-depth user research, Pilotfish recommended userfriendly design directives for Samsung’s future computer engineering (CE) product portfolio. Our recommendations were based on a series of new input and output paradigms as well as a product portfolio strategy for the meaningful convergence* of mobile devices, thus solving
user needs.

Pilotfish’s proposal for Samsung’s design identity then became a sequel to the computing roadmap. For their wide range of consumer electronics, it was important to fuse general form language with common brand elements and interaction details in order to make Samsung’s product portfolio better recognisable and the interaction between devices more unified.

By proposing meaningful use cases that connected multiple Samsung devices in relevant ways for users, Pilotfish created a new design identity that has been the base for a new breed of complementary Samsung products. Key methods include enhancing people’s everyday lives by offering seamless interaction from anywhere on any device along with the use of voice and gestures.


*Convergence is defined as a physical combination of mobile devices, such as smart phones, tablets and laptops.


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