Design for Inclusion

The Mission: Bridging the Digital Divide

As a Design Manager at Samsung, I led the Design for Inclusion initiative, a project that sought to address a critical challenge: bridging the connectivity gap for elderly users transitioning from feature phones to smartphones. For many elderly individuals, adopting smartphone technology was a daunting experience, often hindered by:

1. Complex Navigation: Smartphone interfaces were overwhelming and unintuitive.
2. Safety Concerns: Users felt uncertain about privacy, location tracking, and emergency accessibility.
3. Limited Social Connectivity: While family interactions were a major motivator for adoption, existing smartphone features failed to foster meaningful connections effectively.

This project was more than a design challenge—it was an opportunity to redefine how Samsung approached accessibility and inclusivity, ensuring that elderly users could adopt technology with confidence, safety, and ease.

The Challenge: Understanding Barriers to Adoption

Through initial research, we uncovered several barriers that elderly users faced:

1. Usability: Interfaces with small icons, cluttered layouts, and complex navigation paths deterred adoption.
2. Anxiety Around Technology: Concerns about making mistakes or breaching personal security led to hesitance.
3. Accessibility Needs: Visual, auditory, and dexterity limitations were not adequately addressed by standard smartphone designs.
4. Desire for Family Connection: Users valued staying connected with loved ones, but existing features lacked simplicity and emotional resonance.

Our goal was to design a solution that prioritized simplicity, safety, and meaningful family connections, empowering elderly users to confidently embrace technology while fostering trust and usability.

‍

The Vision: Designing for Accessibility, Safety, and Connection

We envisioned a suite of features that would address the unique needs of elderly users while aligning with Samsung's commitment to innovation and inclusivity. Key objectives included:

1. Simplified Interactions: Streamline navigation and feature access to reduce cognitive load.
2. Safety-Centric Features: Provide tools that enhanced user confidence in emergencies and day-to-day interactions.
3. Family Connectivity: Foster closer bonds through intuitive sharing and communication tools.
4. Inclusive Design: Develop accessibility options to cater to a diverse range of abilities.

‍

The Approach: A User-Centered Design Framework

The Design for Inclusion initiative followed a structured, user-centered design process that emphasized research, collaboration, and iteration.

1. User Research: Building Empathy

We began with a comprehensive research phase to understand the lived experiences of elderly users and their families. As the design lead, I guided the research team through the following activities:

A. In-Depth Interviews

• Conducted over 50 interviews with elderly users transitioning from feature phones and their family members.
• Explored pain points, motivators, and barriers to technology adoption.

B. Focus Groups

• Engaged groups of users with varying levels of technological proficiency to identify common usability challenges.
• Captured family members’ perspectives on how smartphones could foster meaningful connections.

C. Usability Studies

• Observed users interacting with existing Samsung devices, documenting challenges with navigation, accessibility, and feature discoverability.

2. Feature Design: Crafting Simplicity and Safety

Using insights from research, we identified key areas of focus and began crafting features that addressed the specific needs of elderly users. My role involved facilitating workshops to define critical features and oversee their design.

A. Phone and Media Sharing

• Designed a streamlined interface for sharing photos, videos, and voice messages with predefined family contacts.
• Introduced quick-access sharing shortcuts, reducing steps and complexity.

B. Family Circle

• Developed a one-tap interface for location sharing and a safety alert button that could notify family members in emergencies.
• Ensured that location sharing was privacy-compliant, with clear controls for toggling visibility.

C. Accessibility Options

• Created customizable settings for:
  • Larger icons and simplified layouts.
  • High-contrast visuals for users with visual impairments.
  • Adjustable font sizes and one-handed operation modes for users with dexterity limitations.

D. Unified Interaction

• Integrated these features into the Samsung Note Edge panel and Bixby Home, ensuring a seamless, familiar experience for users transitioning from feature phones.

3. Testing and Iteration: Refining the Experience

To ensure the features met real-world needs, I led iterative testing cycles with elderly users. Testing focused on usability, accessibility, and feature effectiveness:

A. Quick Access Menu for Emergencies

• Refined the emergency contact shortcuts based on user feedback, ensuring that critical features were always easy to locate.

B. Usability Enhancements

• Simplified the onboarding process, providing guided tutorials and contextual tips for first-time users.
• Improved performance by optimizing feature integration within the Samsung Note Edge ecosystem.

C. Feedback Integration

• Regularly updated designs based on feedback from users and their families, focusing on clarity, ease of use, and emotional resonance.

4. Cross-Functional Collaboration: Aligning Design and Development

The success of this initiative required close collaboration across teams. As the design lead, I facilitated alignment with stakeholders to ensure a seamless delivery:

A. Executive Teams

• Secured buy-in by presenting research findings and emphasizing the business value of addressing the elderly demographic.
• Aligned project goals with Samsung’s broader objectives of market expansion and corporate social responsibility.

B. Creative Agencies

• Collaborated with external agencies to translate research insights into actionable designs through brainstorming sessions and design sprints.

C. Development Teams

• Partnered with engineering to ensure the seamless implementation of features, resolving technical challenges while maintaining design intent.

‍

‍The Solution: Intuitive, Inclusive Smartphone Features

The final solution delivered a suite of features tailored to elderly users, empowering them to adopt and use smartphones with confidence. Key features included:

1. Simplified Media Sharing: A one-tap interface for sending photos, videos, and messages to family contacts.
2. Family Circle: Location sharing and emergency alerts for safety and peace of mind.
3. Accessibility Customization: High-contrast visuals, larger icons, and adjustable fonts for users with visual or dexterity limitations.
4. Guided Onboarding: Tutorials and tooltips to ease the transition for first-time smartphone users.

‍

The Impact: Transforming Lives

The Design for Inclusion initiative delivered tangible results, demonstrating the power of user-centered design:

1. 40% Increase in Adoption Rates: Elderly users embraced smartphones at unprecedented rates.
2. 35% Improvement in User Satisfaction: Simplicity, safety, and connectivity features were praised by users and their families.
3. 60% Boost in Engagement: Media sharing activities surged, reflecting the success of intuitive tools.
4. Positive Family Feedback: Families appreciated safety-focused features like location sharing and emergency alerts, which strengthened bonds and fostered peace of mind.

‍

Reflections as a Design Manager

This project underscored several key principles of impactful design leadership:

1. Empathy is Fundamental: Deep research into user needs and challenges ensured that the solutions were relevant and meaningful.
2. Collaboration Drives Success: Close partnerships with cross-functional teams enabled seamless implementation and alignment with business goals.
3. Iterative Refinement is Key: Regular testing and feedback loops ensured the final solution met real-world needs.
4. Inclusivity Creates Value: Designing for underserved demographics not only expands market reach but also fosters trust and brand loyalty.

‍

The Takeaway: Designing for Inclusion

The Design for Inclusion initiative wasn’t just about technology—it was about empowering elderly users to connect, communicate, and thrive in the digital world. By focusing on simplicity, safety, and meaningful connections, we delivered a solution that made a tangible difference in users’ lives while reinforcing Samsung’s commitment to accessibility and innovation.

Leading this initiative was a deeply rewarding experience that reaffirmed my belief in the transformative power of design as a force for social good.