Enriching Life through Human-Centered Design

We are living through a defining moment in history. Technology has become a central force in our daily lives like never before, and the pace of innovation is truly extraordinary. In this rapidly evolving world, the human element—our thoughts, emotions, aspirations, and needs—matters more than ever. Even as technology takes the lead, our greatest strength lies in empathy and care.

As designers, our mission goes beyond creating innovative products. We aim to elevate people’s lives by designing tools and experiences that help them live better, longer, and more meaningfully. Our goal is to tame technology in service of humanity. Samsung Electronics, as a global leader in technology, already plays an essential role in the lives of billions worldwide. From helping you clean your home and preserve your food to keeping you connected and entertained, Samsung products touch every aspect of daily life. In the age of AI and accelerated technological change, this reach presents not only a tremendous opportunity but also an immense responsibility.

That sense of purpose inspired me to join Samsung this year after more than two decades as a designer and business leader across industries. I was drawn by the possibility of reimagining the relationship between people and technology—putting humans at the heart of our product universe, creating a world where innovation amplifies and elevates the human experience.

To me, design is far more than a product or interface. It’s more than the interplay of form and function. I define design as the art of dreaming, crafting, and bringing to life distinctive solutions, meaningful experiences, and authentic stories that resonate deeply with people’s needs and aspirations. In this view, form and function follow meaning. Design becomes a force for purposeful innovation—one that begins and ends with people.

Across Samsung’s product portfolio, design acts as a language—one that understands people and interprets the complexity of the world around us. It has the power to humanize technology, transforming algorithms into emotion, and features into feelings. In a time of growing complexity, design restores clarity and strengthens connections—with ourselves, with our cultures, and with our everyday lives.

Samsung’s commitment to design thinking goes back to 1996, declared as the “Year of Design Revolution.” That pivotal year marked the recognition of design as a core strategic asset, rooted in a human-centered philosophy. Today, in the era of AI, our challenge is to build upon this legacy—to refine its spirit and redefine design within a new cultural and technological landscape. While products can be copied, a design philosophy—its purpose, vision, and authenticity—cannot be replicated. That’s why culture, creativity, and genuine care at every touchpoint are what set great companies apart.

Samsung’s innovations are already transforming everyday life. Robot vacuum cleaners maintain our homes. Smartwatches offer real-time health insights. Intelligent appliances bring performance and convenience. Smart refrigerators adapt to habits, while smartphones, TVs, and audio systems offer rich, immersive experiences. But the real frontier lies in the integration of all these devices into a cohesive, human-centered ecosystem.

We’re not just designing individual products—we’re designing journeys. We are redefining what “smart” means by embedding empathy, meaning, and emotional resonance into everything we create. Design at Samsung now centers on thoughtful connections and intentional emotions, fostering a cohesive experience across our entire ecosystem—from mobile to home appliances.

Our vision is a future where design adds warmth to innovation. A world where technology helps us live longer, live better, and live more meaningfully. It’s about creating an empathetic layer between people and their environments—technologies that are emotionally attuned, ethically guided, and physiologically aware. These become constellations of care, enabling shared rhythms and deeper connections across families, homes, and communities.

The future of smart technology must offer more than functionality. With Samsung’s advancements in AI, we are unlocking a new realm of emotional intelligence—where technology resonates, not just responds. AI enables us to listen, learn, and deliver deeply personal experiences. As intelligence becomes ambient—seamlessly woven into everyday devices—design plays a crucial role in ensuring it remains human, warm, and caring.

We are moving from devices that demand our attention to those that pay attention. Samsung is creating an ecosystem where intelligence surrounds you: quiet, empathetic, and ready when needed. From smartphones to smart TVs, wearables to home appliances, every product becomes a thoughtful companion in your daily life. Imagine a TV that mirrors your mood, a fridge that understands your health goals, or a watch that senses when you need rest. This is not just innovation—it’s a philosophy of design where intelligence supports and uplifts us.

Ultimately, what matters most is the meaning technology brings to our lives and our societies. At Samsung, we innovate not just because we can—but because we care. Our commitment to people is grounded in responsibility and openness: openness to ideas, to collaboration, to meeting people where they are. This spirit removes barriers and fuels truly meaningful innovation.

These values have shaped my career—and they are the principles I believe will shape the future of our industry. Together, they reflect a shared mission: to build technology that enriches human life, with empathy at its core. Through our love for humanity and our clear vision of the future, we invite you to join us on this journey—one led by Samsung Design, guided by care, purpose, and imagination.