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Sero Tv

Role: UX Designer

Team: Samsung Visual Display Team (America)


As part of the Samsung Visual Display innovation hub we were missioned to explore the future of big displays at home, (traditionally defined as TV). In the 5-10 years outlook, we have discovered with the rise of vertical content and AI technology, a display at your home expected to be smart enough to be responsive and proactive in providing the best assistant and experience for the user. 

We put together the vision concept for Sero (the first responsive vertical TV) by defining scenarios and UX model with the following in mind.

1. Flexible OS UI for different modes (vertical and horizontal)

2. Responsive to mobile device presence

3. Smart Visual Assistant for home connected to the Samsung ecosystem

The first phase of the product was released in 2018 in Korea. 

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A glimpse of the UX map

Before Jumping into creating UI elements I defined the framework for the AI ecosystem response to the user behaviors and home environment triggers.







Reaching a new activity milestone

low movement /Binge watching

history suggest the user asked 5+ WiKi questions

low oxygen level + high heartbeat


Celebrate success/

Set a new challenge

Recommend: Comedy content/

15' Yoga/

favourite music playlist

Recommend DIY content/ 

Trivia questions

Activate Breathing exercise synced with Galaxy watch/

Recommend mindfulness content

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