Samsung is well-known for their mobile devices and TVs worldwide. However, although Samsung’s house appliances are popular in South Korea and US market, in Europen market its presence is very low, even not many people know that Samsung manufacture house appliances. Hence, Samsung came to Native design and asked us to develop 12 house appliance concepts to help penetrate European market. Developing a concept for washing machine was the one that needs heavy UI attention.

From Samsung’s research on the market. I identified two key design opportunities, which lead this Simple UI concept. The first is lacks of understanding in washing cycles. The second is that European market customers are more conscious in environmental problems.