A progressive web app that lets iPhone users explore Galaxy UI and features—like AI, camera, foldables, and wearables—through intuitive, immersive storytelling. Updated twice a year alongside Galaxy launches since 2022, with 8 rollouts in 25 languages. Runs directly on users’ phones, accessible to both Galaxy and non-Galaxy users.
Leads the UX/UI workflow, defines strategy, develops ideas and wireframes, conducts QA testing, and designs the UI for the ongoing project.
A Cannes Lions-winning progressive web app that simulates the Galaxy Z Fold UI using two iPhones, offering a realistic and immersive foldables experience. Powered by WebRTC to sync the devices in real time. Added to Try Galaxy in 2023 and updated annually with Galaxy Z Fold launches. Localized in 25 languages. Runs directly on users’ phones, accessible to both Galaxy and non-Galaxy users.
Leads the UX/UI workflow, defines strategy, develops ideas and wireframes, conducts QA testing, and designs the UI for the ongoing project.
Launched during Galaxy Unpacked in London and New York, the showcase featured hands-on experience zones highlighting foldables, SmartThings, and Samsung’s sustainability efforts. The SmartThings zone allowed visitors to control connected devices—like a fridge, cooker, air purifier, robot vacuum, and TV—via an interactive table synced with the SmartThings app. Interactions on the table triggered dynamic visual content across two large LED walls, creating a playful and immersive smart home experience.
Led the UX/UI workflow, crafted the strategic concept, developed ideas and wireframes, conducted QA testing, and oversaw on-site installation and launch.
A global interactive mobile app deployed in over 50+ countries and 40+ languages, designed to let retail visitors explore Galaxy features directly on demo phones. Aligned with the annual Galaxy Z Series launches, the app is updated each year to showcase the latest UI and features of the Galaxy Z Fold and Z Flip. Supporting every Z Series device since 2020, it now includes the latest Z Fold7 and Z Flip7 models launched in 2025. Installed on demo devices worldwide, it enables localized, hands-on experiences for store visitors everywhere.
Led the full UX/UI process, developed strategic direction, created wireframes, and designed the UI.
A global interactive mobile app deployed in over 50 countries and 40+ languages, designed to let retail visitors explore Galaxy features directly on demo phones. Aligned with the annual Galaxy S Series launches, the app is updated each year to showcase the latest UI and features. Supporting S Series devices since 2020, it now includes the latest S25 models launched in 2025. Installed on demo devices worldwide, it enables localized, hands-on experiences for store visitors everywhere.
Led the full UX/UI process, developed strategic direction, created wireframes, and designed the UI.
An interactive XR studio installed at Samsung 837 in New York, where visitors use Galaxy phones to scan their full body and generate personalized 3D avatars. These avatars can then be used across various experiences, including BTS content, games, and digital installations. Visitors access their experiences via QR codes.
Led UX/UI design across AR kiosk, mobile app, reservation flow, and visual concept.
A custom-built mobile gaming RV from Kakao Games, designed to deliver 4D motion-based gameplay to underserved communities, especially people with disabilities. Part of a traveling campaign promoting inclusive gaming through interactive stories and Kakao’s popular mobile and VR titles.
Led UX/game concept, directed RV setup, developed game logic and user experience.
An interactive mobile docent app developed for Galaxy Harajuku in Tokyo, guiding visitors through all seven floors of exhibits and experiences. The app supports booking, point collection, and product discovery, with rewards redeemable at the on-site café. In parallel, a companion app was developed for operators in each experience zone, enabling real-time coordination and seamless service integration.
Oversaw the UX/UI flow, crafted app strategy, and designed both user-facing interface and operator-side GUI system.
The official mobile app for the PyeongChang 2018 Olympic and Paralympic Winter Games, connecting fans, athletes, and teams through real-time updates, event schedules, Torch Relay content, and interactive Olympic moments. The app included 3D and VR venue guides, shuttle bus info, live results, news, and features to cheer on athletes from around the world.
Directed overall UX/UI strategy and planning, designed wireframes, created the interactive prototype and UI design, and worked closely with the IOC and Pyeongchang Olympic Committee.
A smart display setup at Galaxy S9 Unpacked that automatically detected devices and showcased product features through an intuitive hands-on experience.
Led UX/UI design, created strategy, wireframes, and visual storytelling interface.
A digital transformation project reimagining Korea’s largest cinema lobby as a future-facing physical platform. Designed to elevate the visitor experience, optimize on-site operations, and deliver brand messaging through spatial zoning and digital media. Also served as a consulting initiative to explore the lobby’s potential as a new media platform for future brand advertising.
Directed UX research, led strategic planning, and developed lobby zoning concepts and service design.
A VR app that helps users gradually overcome common fears—like heights and public speaking—through guided exposure and confidence-building experiences. Worked closely with the family medicine team at a major hospital.
Managed end-to-end UX for VR, crafted interaction strategy.
A consulting project to enhance digital engagement within LEGO Stores, helping fans interact beyond the point of purchase through smarter retail experiences and playful branded touchpoints.
Conducted consumer research, developed UX strategy, and designed integrated digital and spatial services.
Collaborative Digital Out of Home is an R&D platform that connects mobile devices with urban digital signage, enabling personalized, location-based content delivery across public screens. The project was featured in Cheil Worldwide’s seminar at Cannes Lions 2013, highlighting its innovation in future-forward media experiences.
Led the UX concept, defined the strategy, and created wireframes and an interactive prototype.
A touch-enabled kiosk installed at a Gangnam bus stop, promoting Samsung’s dehumidifier through real-time product information and engaging digital content designed to attract and inform passersby.
Directed UX/UI planning, defined user strategy, and designed wireframes and visual assets.
An interactive check-in mirror at Samsung’s Smart Lounge, designed for influencers—streamlining entry, capturing visitor data, and enhancing the overall experience through digital innovation.
Oversaw the full UX/UI workflow, defined the strategic approach, and designed wireframes and user interface.
