Cove
14 Weeks | Fall 2023 | Research & Industrial Design | Multidisciplinary Team
What dose the future of smart watches look like? An academic project sponsored by Samsung.
Meet the Team:
Rosela Hinojosa (ID), Yujia Li (UI/UX), & Tate Shafer (ID)
As a team, we provided Samsung with two different watch proposals and researched to understand the market and users. My contribution was the design of the watch displayed in this portfolio, "Cove." Yujia Li developed the watch faces and screens, while Tate Shafer worked on the other design proposal, "Nova."
The Challenge
Suggest how Samsung should adapt to attract young consumers to the brand by proposing a redesign of the Samsung Galaxy Watch.
Market Stats & Opportunities
Samsung's Current Demographic
35-54 (years)
Samsung's Wearable Market Share
8.8%
Apple's Wearable Market Share
58%
Wearable Trends
Whoop & Aura, Simple & Affordable
Target a Younger Demographic
Gen z
Become a Pioneer in
Powerful Gestures
Offset High Price by Offering More
Customization
Gesture Photo Capture
We concluded that a more dynamic way of taking photos would cater to Gen Z best.
Why Gen Z?
The Radiant Nomads!
They will define what’s of interest for their generation.
Market Value
They will make up the majority of the future luxury buying market by 2030 with a preference for sustainable goods.
Attract Brand Loyalty
They are loyal to their preferred brands, so attracting them can create long term customers for Samsung.
Understanding Gen Z
Gen Z Research Insights
Values Experiences Over Material Goods.
Gen Z spends on experiences that enrich them. They want to enjoy the moment.
Seeking Confort in Nostalgia
Gen Z tends to turn to nostalgic, and comfortable memories when overwhelmed.
Their Digital Presence Matters
Gen z wants to project an "Ideal" self image, and also feel vulnerable when they "disconnect."
How do we Target Gen Z?
By partnering with the:
Radiant Nomads
The leaders, influencers, and trendsetters of the Generation ages 16-23.
Design Criteria For Gen z
Sustainable
Fidget Forward
Bright & Bold
Offer Nostalgic Confort
Visualizing the Concept
Cove
The Solution
What is Cove?
Capture the Moment!
Powerful Gesture Interactions
Gesture photo capture offers an intuitive interaction tailored for Gen z needs. React as fast as your hands can!
A Partnership With Pela
Gen Z Cares About Sustainability
by implementing Pela's Flaxstic® material Samsung could be the first company to have a compostable material in their official watch straps. This means Samsung can create a very positive image among the young generation that cares.
Cove Clasp
Tension Clasp
The clasp reimagines the Hybrid Leather D clasp from the current official Samsung Bands to create a seamless look, uninterrupted style.
Values Comfort
The oval shape is more comfortable for slimmer wrists.
No Accidental Clicks
More ergonomic way to press a button.
Uninterrupted Style
Unique, never before seen design and clasp.
CMF Exploration
Bold, colorful, and sustainably conscious like the Generation.
Next Steps & Takeaways
I Learned so Much From my Team and Samsung
There was a learning curve with the sponsor. It was amazing to be in the process of knowing them and understand what they wanted out of the project.
I'd like to rethink the button placement, and how the noodle straps go into the watch base.
Keep ideating on the clasp idea.
