Samsung 2007 Annual Report Download - page 33

Our approach to design begins with
the customer and ends with
the customer. With their total
experience in mind, we try to create
a design that’s both beautiful and
convenient, providing a sense of
comfort, fun, pleasure and interactivity.
31


Building upon our unique customer-focused design philosophy,
Samsung Electronics has continued to push the limits of excellence in
becoming a globally acclaimed design powerhouse. Our innovative designs
focus on the integration of sophisticated style, versatile convenience and
emotional reactions from our customers to create
a more enjoyable and fulfilling user experience.

Customer-Focused Design
Focusing on designs that satisfy both the experiential and emotional needs of the user, we
have taken a more intuitive, holistic approach to product development. Since 1996, we have
concentrated on enhancing our product images, particularly the element of uniqueness. In
2007, we launched a holistic design initiative: “Create an Emotional Journey.” We are designing
products that are highly attractive and undeniably stylish, products that have an intuitive user
interface and distinctively enhance the sensory experience, clearly distinguishing our products
in the era of digital convergence.
Global Design Network to Satisfy Every Customer
Samsung Electronics operates seven design centers: the Corporate Design Center in Seoul
along with centers in London, Milan, Los Angeles, Shanghai, Tokyo and Delhi. Our experts at
the six geographically dispersed locations analyze local culture, lifestyles and industry trends,
providing input critical to the Corporate Design Center, which conducts global research projects
that results in the creation of products that satisfy every consumer and business need. As
design becomes a crucial component in driving the profitability and popularity of consumer
electronics, we encourage our designers to push the limits of their creativity in order to continue
delivering some of the world’s most innovative design solutions.
Effective Programs that Nurture Design Expertise
We offer a broad range of design-related training programs in order to cultivate a greater
number of world-class designers, while improving our overall design competitiveness. The
Samsung Design Membership (SDM) program nurtures student designers and promotes the
exchange of creative ideas around the world. Our SDM program attracts students around the
world who major in design, cultivates their skills and encourages interaction through the
exchange of ideas and a great deal of creative brainstorming. At the same time, we operate the
Samsung Art & Design Institute (SADI), which is changing the global design education paradigm
with one of the world’s most advanced curricula including a special emphasis on practical
applications.
Excellent Design Acclaimed by Numerous Awards
Admired by customers around the world, our outstanding design capabilities have received
increasingly frequent validation in several of the industry’s prestigious design awards every year.
In 2007, the iF Product Design Awards from International Forum Design Hanover honored 26
Samsung products, including LCD TVs, mobile phones, note PCs, and laser printers. We also
received 27 prizes at Japan’s Good Design Awards, including the Gold Prize for our side-by-
side refrigerator.
Samsung’s Ultra Edition II mobile phone and portable DMB TV received Best of the Best
awards in 2007 along with 21 other awards at the Red Dot Design awards. Our triple-hinge
design of the Mobius LCD monitor also won the Industrial Design Excellence Award (IDEA) last
year from the Industrial Designers Society of America.
31


MIA OH, SENIOR DESIGNER 
UX PART [WIRELESS UNIT], CORPORATE DESIGN CENTER 