Samsung AltZ Life™
ORGANIZATION
Samsung
ROLE
Advance Concept Design (Product Innovation)
Year
2020
Status
Shipped
Patent Granted
executive summary
Alt Z Life was a privacy-first innovation, designed to address a hidden behavioral need around smartphone sharing in India.
insight led to the design of an instant, discreet privacy mode that could be activated within seconds, without disrupting everyday interactions. The feature became a key differentiator for the Galaxy A series. Making it best-selling Android smartphone globally in Q1 2020, shipped over 23 million devices in 2020.
business need
With younger smartphone brands rapidly gaining mindshare among Gen Z and millennials, Samsung needed to redefine how the Galaxy A series competed, SWA market.
The goal was to uncover a latent behavioral need unique to this audience and transform it into a signature Galaxy A experience.
insight
IDEATION
IMPLEMENTATION
impact
