Cannes Lions

SAMSUNG GALAXY CORE ADVANCE

SAMSUNG ELECTRONICS, Seoul / SAMSUNG / 2014

Awards:

1 Gold Cannes Lions
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Overview

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Credits

Overview

Description

Samsung believes design innovation can improve lives and society. The ultimate goal of Samsung design is to make lives more enjoyable and meaningful by creating new value and culture. Samsung strives to create sustainable value and bring engaging experiences to all. Everyone should be able to share in the mobile experience, regardless of age, ability, or status in life. Samsung envisions a future inspired by humans. The vision for GALAXY Core Advance was to design a smartphone approachable and accessible to anyone, especially people with disabilities and seniors.

Execution

By shifting from a specialized to universal design approach, designers were inspired to bring a sense of social cohesion to all users. From the initial stages of concept development, designers ensured the needs, wishes and expectations of various user groups, including people with disabilities and seniors, were met. Designers conducted user tests internally with visually impaired employees, and also prototyped among themselves by wearing eye patches. Embodying a human-centric design methodology, more than 650 user tests and surveys were conducted, which shaped all aspects of design, even down to fine details, like the precise location of the ultrasonic sensor.

Outcome

GALAXY Core Advance empowers users with various sensory and dexterity impairments, as well as seniors, who are often underserved in this digital era. Additionally, this product offers new possibilities for Samsung to expand our service and device offerings with a broader user base, advanced new features, and enhanced accessory ecosystem. The human-centered approach is reflected throughout the design, from the intuitive layout of the physical keys, to the carefully designed Easy Mode, which simplifies interaction and exploration without sacrificing capability. Dedicated accessories, like the optical scan stand and ultrasonic cover, empower users, helping Samsung deliver reliable, meaningful innovations for all.

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