Samsung, long recognized for its innovation in smartphone design, is making a renewed effort to enhance the design and user experience (UX) of its mobile devices. From pioneering large-screen phones with the Galaxy Note series to making foldable smartphones a mainstream category, Samsung has consistently pushed the boundaries of mobile design. However, in a rapidly evolving industry, even groundbreaking ideas can become outdated, highlighting the need for continuous innovation.
TM Roh, President of Samsung’s Mobile Experience (MX) division, is spearheading this initiative. Following the recent passing of JH Han, former head of the DX (Device eXperience) division, Roh has taken on expanded responsibilities, now overseeing the company’s entire devices and appliances business. In an internal message to employees, Roh emphasized his intent to identify new growth opportunities while focusing on improving product design and customer experience.
To support this vision, Roh has initiated structural and leadership changes. He recently sent a memo to the mobile division’s employees outlining his strategic priorities: enhancing product design, improving user experience, and strengthening sales operations to boost revenue. These efforts aim to refine not just the look and feel of Samsung devices but also how consumers interact with and purchase them.
Notably, Samsung has appointed Mauro Porcini, a well-regarded industrial designer, as Chief Design Officer for the DX division. This move signifies a clear commitment to elevating the aesthetic and functional aspects of Samsung products. Additionally, Sophia Hwang-Judiesch, former President of Tommy Hilfiger North America, has been recruited to lead Samsung’s global retail operations, indicating a stronger focus on customer engagement at the point of sale.
Roh also expressed confidence in navigating recent global challenges, including U.S.-imposed tariffs, stating that rapid decision-making and effective execution will be vital. With these changes, Samsung aims to deliver more compelling, user-friendly device experiences, solidifying its competitive edge in a dynamic market.
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