Our Work

Samsung

Latimer worked with Samsung Design Europe and a community of digital tastemakers to inform the user-centred design of the Samsung S9 and S10.

  • Insight
  • Strategy

Brief

To map the lifestyles and tech use of millennial tastemakers , digital natives and trend followers in New York and London. This research needed to bring the lives and needs of Samsung’s potential user-base to life, for a wide audience of internal stakeholders.

Solution

Latimer used in-depth interviews, social listening and digital ethnography to build detailed lifestyle maps for different user groups. We produced broadcast-standard documentary videos to illustrate the key themes that emerged from our analysis.

Results

The insights of this process informed the design of Samsung’s S9 handset and services. Latimer was re-commissioned to work with SDE again in 2017, to inform UX design for the S10.

60
Video Diaries

20
Interviews

2
Cities