Samsung Joy/ 2005-06

Samsung Joy was developed for feature phone markets in Europe and Asia, where operator requirements and user expectations varied by region. The project needed a unified product experience while still aligning with local business and technical constraints.

I led the visual and interaction direction, from style definition to interface behavior and production artwork. The design process emphasized stronger information architecture, clearer task flow, and practical usability across operator-specific contexts including Orange, Vodafone, and NTT Docomo.

The result was a cleaner and more intuitive mobile interface that improved day-to-day usability while meeting market and operator needs. It also strengthened the design consistency used across related feature phone products.