Projects

Samsung's Cygnus User Interface: Design of the User Interface of Cygnus, Samsung’sinteractive HDTVplatform, the intelligent home theatre system for the Korean market. Samsung’s Cygnus is high speed Internet service to your TV combining a variety of media needs such as DVR (TIVO), Web TV, Movies on demand, Music on Demand, Education, TV over IP, Broadcast TV, digitale Photoalbum, MP3 Player etc. Target user group is the young, upwardly mobile affluent Korean family.


Pretty complex project



REASON 1


Combining PC UX with a TV UX

= CYGNUS+

A PC UX is about

- Sitting forward- Working and managing (primarily)- Thinking (active engagement)- Hierarchical interface of

desktop,windows and folders

A TV UX is about

- Relaxing- Being entertained- Not thinking- It is a simple channel up and down

interface



REASON 2


A collective UI

No longer optimized

for only one person

Consider multiple users

and their routines



REASON 3


Very different usergroups


At any given time a user can be

a Homer, Fanatic, or Seeker

Homer… Fanatic… Seeker…




Homer…wanders aroundand stumblesupon items ofInterest. Not aText reader. Heis lazy, likes to beentertained

> iconography as a visual coding for all kinds of content plus Thumbnails and previews




Fanatic…dives into an area of interest and takes relatedside-steps

> Quick access to repeat content areas or personalized contentand targeted surfing

> Preset functionalities




Seeker…wants to scan and target in on item of interest

> Provide an overview of “what’s new”

> Integrate a editorial voice (point-of-view) within the UI

> Provide a visual “snapshot” of Cygnus content

> Mood board (collaged) interface around a theme

> Visual coding mechanism



REASON 4


The visual design process was two folded



1: Understanding Samsung‘s design philosophy



1: Understanding Samsung‘s design philosophy2: Understanding the competitve environment - defining differenciating factors


Regarding Samsung‘s design philosophy

...two main characteristics:

- Premium- Simplicity with resonance (balance of reason and feeling)


How do „Premium“ and „Simplicity with resonance“ look and feel like?

Step 1:Three characteristics of a premium product



Exclusivitystatuslimited editionservice

Artistryprecisionemotiondetailing

Materialitypreciousnessexpressionfunctionality



Step 2:Three moodboards, each emphasizing a different characteristic of a premium product

Three flavors of premium


Understanding the competitive environment



Composing pimary, secundary colors and highlight colors in a schematic color palette

Observation Nearly all palettes are of dark colorsBlue is widely used as primary colorYellow is often used as contrasting color

ConclusionCygnus could differentiate by using a light color palette instead

Cygnus’ primary color should not be blue (blue belongs to old technology NTSC world)



Observation Dark and muted colors predominate

ConclusionCygnus could differentiate by using rather bright and saturated colors.

Color impression



Type treatment

Observation Reversed or negative type is used in most instances

Capital lettering occurs frequentlyin headers

Conclusion Cygnus could differentiate by using positive type



Composition & Translucency

Observation Several GUIs are purely opaque

Media Center and Tivo have good balance between floating and bleeding elements

Conclusion Transparency would be beneficial to Cygnus’ general orientation.



Branding & Motion

Observation Predominantly functional appearances

Brand expressed through movementis most exciting

Conclusion Cygnus’ potential lies in the field of motion/motion behavior in respect to the brand



motion studies: exploring metaphors for motion of guides

flipping unfolding turning/rotating

transforming



Overall visual impression

Observation Cygnus’ visual area intersects with Media Center and Tivo (feeling), PSX (simplicity), and Sky+ (reason)

Conclusion Cygnus has to be exciting, original and attractive

Samsung design guidelines apply:“Balance of reason and feeling”“Simplicity with resonance”

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