Samsung
Challenge
Understand how early adopters use mobile communications, games, and video, and how they adapt and modify their usage to accomplish multimedia and interactivity for a 2012 market product.
Approach
Contextually interview and observe 12 consumers who have hacked or altered their mobile technology. Create mockup concepts based on observed needs to stimulate conversation among users.
Results
Research identified values and needs of high-end mobile technology users, inspired concepts co-created with early adopters, and led to a technology rollout strategy.
