UX / Product Design
Galaxy Camera
Reimagining mobile photography
Final Design
Now available on Galaxy S' message
Emojis, stickers, and gifs are now richer and more customizable than ever. With just a few taps, users can express subtle emotions or dramatic reactions—making everyday texting more fun and personal.thetic appeal—they had to reflect how real users express layered, often complex emotions in digital conversations.
Process
01. Kickoff & Planning
Clarified business goal to modernize outdated visuals for Gen Z.
Aligned scope, timeline, and team roles.Onboarded team with project context.
Began analysis of current sticker usage and identified key issues in relevance and emotional fit.
02. Trend & Emotion Research
Conduct research on Gen Z communication styles and emotional expression.
Analyze market trends, visual culture, and symbolic language.
Team members share personal interpretations and key emotional insights.
03. Reframing the Goal
Synthesize research findings to redefine the project direction.
Shift the goal from a simple visual update to a strategic and emotionally expressive system.
Present and align the new direction with stakeholders.
04. Deep Ideation
Explore ideas based on emotional layering, duality, and ambiguity.
Generate and cluster concept directions through workshops and visual sketching.
05. Design & Prototyping
Develop a bold visual system using expressive forms, emoji-inspired cues, motion, and text integration. Build prototypes to test usability, relatability, and clarity across use cases.
06. Concept Finalization & Handoff
Finalize core visual direction and selected concepts.
Prepare and deliver all assets and documentation to development and planning teams for production kickoff.
Reframing How the Next Generation Expresses Emotion
About Project
Samsung wanted to shed its outdated visual image and better connect with younger audiences—especially following the Galaxy Flip's strong market reception. The initial goal was to update legacy stickers with a more trendy, expressive style that would resonate globally.It started as a design makeover, but turned into a deeper exploration of user needs.
By grounding our work in trend and behavioral research, we reframed the project to reflect how Gen Z communicates—layered emotions, mixed signals, and bold self-expression. The result: a fresh sticker system that launched with Galaxy S23.
My role
I led a task force of 12 visual designers across a 3-month concept phase. From the outset, I reframed the project not as a visual update, but as a strategic exploration into the future of emotional communication.
My role was to guide the team in uncovering deep user insights, setting a creative direction grounded in cultural relevance, and ensuring that our designs addressed more than just aesthetic appeal—they had to reflect how real users express layered, often complex emotions in digital conversations.
Product
Recognizing the concept’s creative and business potential, the project was extended for an additional 3-month development phase. The final design was included in the official release of Galaxy S23, evolving from a visual experiment into a globally launched feature.