Vidhisha KediaExperience design
Research customer needs, identify pain points and refine the way people navigate Samsung’s apps.
SAMSUNG RESEARCH · CONSUMER EXPERIENCES
My work across Samsung’s consumer products
UX, GUI and design system work as part of the NXT team at Samsung Research, Bangalore.
- ROLE
- Principal UX Designer
- TEAM
- NXT · Samsung Research
- DURATION
- 1 year
- PLATFORMS
- Android · Tizen
THE CONTEXT
Several products. A shared design language.
At Samsung R&D Institute India, Bangalore, I worked on the UX and GUI of multiple consumer facing commercial products. My responsibilities included improving design systems, handling new features and festive interactions, and researching the customer experience.
My work spanned Galaxy and Samsung Shop experiences, Samsung Pay, Samsung Visit In and the application of One UI guidelines. Each product had its own needs, while remaining part of the same Samsung ecosystem.
SCOPE OF MY WORK
From customer understanding to interface detail
GUI & interactions
Shape visual patterns, graphics, new features and festive interactions for consumer experiences.
Systems & guidance
Develop user flow guidance and keep interfaces aligned with shared One UI standards.
01 · GALAXY & SAMSUNG SHOP
Declutter the homepage. Build trust.
Galaxy and Samsung Shop were core products within a broader service experience that included health, gaming and entertainment. I worked on decluttering the homepage experience and building users’ trust in Samsung’s apps.
My contribution included researching and highlighting user pain points, presenting the work to stakeholders and managing stakeholder discussions around the experience.
02 · SAMSUNG PAY
User flows and design systems
For Samsung Pay, I worked with fellow team members to build the user flow guide. We reviewed the journeys for gaps and updated the guide to reflect the current experience. Usability testing was also part of the process.
I also worked on redesigning and setting the Samsung Pay design system in line with One UI, connecting flow guidance with the interface patterns used across the product.
03 · SAMSUNG VISIT IN
Lead the GUI across dashboard and app
Samsung Visit In provides location based functionality with low power consumption. The product underwent an overhaul of its visual language and user experience.
From the foundation, I helped lead the product’s design patterns and graphics. My primary role was leading the GUI design for both the dashboard experience and the consumer app.
04 · ONE UI
Keep the system consistent in light and dark modes
Alongside product specific work, I maintained One UI guidelines across the apps in both light and dark modes. This required attention to the shared visual language as well as the details of each interface.
The work connected design system improvements with day to day product design, keeping individual app experiences aligned with Samsung’s broader interface standards.
SYSTEM THINKING
Connect principles, patterns and product guidance
My design system work connected shared One UI principles with the patterns, states and guidance needed by individual products. This framework summarizes how I approached that work without reproducing internal product files.
Shared principles
One UI guidance, visual hierarchy, typography and light and dark mode considerations.
Interface patterns
Reusable visual and interaction patterns that supported consistency across experiences.
Product application
Adapt the shared language to Samsung Pay, Samsung Visit In, Galaxy and Samsung Shop needs.
Guidance and alignment
User flow guides, usability feedback and stakeholder discussion kept the system connected to real journeys.
HOW I LED
Research, collaboration and system thinking
Represent the customer
Bring customer pain points into the design discussion and use research to focus experience decisions.
Build stakeholder alignment
Present experience work, guide discussions and connect product needs with the wider Samsung ecosystem.
Carry the system into details
Connect flows, GUI patterns and light and dark mode guidance across products and teams.
REFLECTION
Think beyond the individual screen
Working across these products meant moving between customer experience, flow guidance, visual language and design systems. The contribution was not only the interface: it also included the guidance and collaboration needed to connect the experience.
This breadth reinforced the importance of treating a product’s journeys and visual patterns as parts of the same system.