Galaxy AI system integration
Led the release of Galaxy AI and S25 series upgrades to propel a 12% increase in sales over previous generations. The release of Galaxy AI introduced a single user experience through all entry and processing phases to intelligence capabilities to provide a consistent flow of usability. In 2025, we continued that with enriching visual intelligence signals and simplifying interactions.
Samsung Electronics
Role
System & Principle designer
Participants
Team of 2 designers
Duration
2023.04 - 2025.01
Galaxy AI made a significant contribution to marking a new era for Galaxy devices when it was first introduced to the world in early 2024 and upgraded in 2025. It was not just a feature for the device, but the beginning of new possibilities for future devices. I was responsible for showcasing Galaxy AI within the device, establishing common usability standards, creating the representative intelligence metaphor, and refining the foundational user flows within the app.
Problem : Fragmented AI interactions across apps and devices. Disjointed AI features across apps limited consistency and flow. Users couldn’t engage with Galaxy’s intelligence in a unified, intuitive way, resulting in friction across experiences.
Solution : Unified Galaxy AI experience by building a system-wide UX framework. Users can now experience a streamlined journey across all AI features through a unified interaction structure.
I focuesed
AI for multiple products and devices Making unfamiliar user journey easier Design and development efficiency
1 In defining a scalable user experience for AI, I charted the complete Galaxy AI feature journey and found four repeating steps common to all tools. This approach brought together varying features likes translation, suggestions, and contextual actions under one uniform model of interaction.
At the entry stage, we used a four-star icon cue to clearly indicate the intelligence feature. The color gradient then integrates into the user journey. AI functions are presented with intelligence effects to ensure users recognize them as AI-powered. During processing, we build anticipation for the final output, and in the reveal phase, the colored four-star effect visually signifies AI-generated results.
2 After the first release of intelligence features, we aimed to enrich the user journey and solidify Galaxy AI. As part of this effort, a new visual update was introduced alongside the S25 series Unpacked event in January.
Rather than using strong colors and cues to demand user action, we designed a seamlessly blended yet magical experience. AI effects were subtly mapped to buttons, creating an inviting yet refined command component that encourages user interaction. By maintaining a consistent color theme from processing to the final output, we ensured a smooth and uninterrupted end-to-end intelligence experience.
3 With the system's intelligence effects and journeys updated, we built a comprehensive library that considers various apps, features, and screen sizes. Our team collaborated closely with developers and motion designers to implement the effects directly into the development code. Additionally, the effects were designed to overlay existing buttons or web page content without requiring adjustments or modifications, significantly enhancing both development and design efficiency.
Outcomes
12% increase in sales Updated for 34 devices One UI 8 upcoming
37millions in 2024 and 45million units in 2025 Including tablets and foldable phones Iterative design development