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Bixby

Samsung's Artificial Intelligence

CLient

  • Samsung

Services

  • Product design
  • UI / UX
  • Interaction Design

Deliverables

  • 12 Capsules
  • +252 Screens
  • Icons
  • Styleguide
  • Animations

Other

  • TV app 
  • Testing
  • Social Media

Website

Client

  • Samsung

Services

  • Product design
  • UI / UX
  • Interaction Design

Deliverables

  • 12 Capsules
  • +252 Screens
  • Icons
  • Styleguide
  • Animations

Other

  • TV app 
  • Testing
  • Social Media

Website

CLient

  • Samsung

Services

  • Product design
  • UI / UX
  • Interaction Design

Deliverables

  • 12 Capsules
  • +252 Screens
  • Icons
  • Styleguide
  • Animations

Other

  • TV app 
  • Testing
  • Social Media

Website

Challenge

Bixby is the Samsung´s artificial intelligence. This virtual assistant had to be launched in 2018 to compete directly against the leading brands in the sector: Google assistant, Amazon Echo and Apple Siri. The true challenge was not only that it was up to the competitors that had been in the market for a long time, but that Bixby was much better than them. In all the ways as posible.

Solution

Bixby had something that the rest of the competitors did not have: its ecosystem. Samsung provides the user with many products under its brand: televisions, air conditioning, refrigerators, sound systems, etc. And of course, mobile. This was a very good chance to impact among its users. So we made an inversive research  processin every capsule to achieve it.

How it works

Bixby Capsules

Samsung teachs Bixby by building  Capsules. Each Capsule contains everything Bixby needs to know, from defining use cases and models to dialog and layouts. You connect your Capsule to your existing APIs and add natural language training to create conversational experiences. Everything the brand need to build a Capsule is provided in the research & documentation.

Capsules in Bixby are tools that unlock more things you can do with Bixby via voice commands. Users can more easily discover what their voice assistant can do. My role in this project was to design the UX&UI of some of the capsules for the users in Spain.

case project

La Liga

The First Soccer Division of Spain – known as LaLiga Santander for sponsorship reasons, and officially as the National Championship of the First Division League – is the top men’s category in the Spanish soccer league system and the main competition at the club level of the country.

With this capsule, the idea was that fans consult through their voice anything about LaLiga in their electronic device (mobile + TVs), where this assistant will be installed, and that they will respond with voice or text the requested information.

The user must be able to find any questions related to La Liga simply by asking Bixby. From knowing how the Real Madrid match is going on right now, or how many goals a Celta de Vigo player has in the competition.

La Liga

Research

We had to document ourselves with all the information we found about La Liga: what kind of users, what kind of information they used to look for, what was most relevant to them, etc. We collected a lot of data and validate our core assumptions. 

 We had to learn not only of the users but the industry as well and knowing the competition. Google and Apple had already done the first steps, but they were not very precise in the results. We made a qualitative research with 15 people uncovering diferents things about La Liga platform.

 

 

 

How often did you use LaLiga platform this month?

41% of respondents went to La Liga platform 2-4 times a month.

Why do you use La Liga platform?

Match status (52.2%), Clasification (71.7%) and team stats (65.2%) where more prominent reasons.

How often did you use LaLiga platform this month?

41% of respondents went to La Liga platform 2-4 times a month.

Why do you use La Liga platform?

Match status (52.2%), Clasification (71.7%) and team stats (65.2%) where more prominent reasons.

Insight

1. Many people don’t normally use LaLiga platform to achive the information.

2. People prefer a more interactive experience when they search for information about LaLiga.

3. Showing the result for an user´s ask as fast as it can shows is the key

Target Audience

After the initial interview, survey and research, we went on deciding the audience we were catering the users.

The key feature of the target audience is the mixture of interest and speed, which requires the design to balance playful context and in-depth LaLiga knowledge.

People interested in LaLiga

People exploring the Bixby´s voice assisstance

People looking for the effective way of show LaLiga results

User Goals

1. Raise awareness of the Bixby´s LaLiga

Do they know this feature?

Do they know all the posibilities about LaLiga in Bixby?

2. Learn how easy LaLiga works in Bixby

It´s really amazing how LaLiga can tell & show results in a second.

3. Enjoy the experience & love to share with other people

La Liga

Concepting

Sketches

Low-Fidelity Wireframe

User interface

Interaction Design

Version 3.54

Goal 1: rounds.

Bixby listens to user´s utterance:

Who’s playing today?

Who plays tomorrow?

Who plays this weekend?

Who plays this day?

What games do they play on TV today?

When is the next round of the Champions League?

Etc.

Goal 1: rounds.

Bixby listens to user´s utterance:

Who’s playing today?

Who plays tomorrow?

Who plays this weekend?

Who plays this day?

What games do they play on TV today?

When is the next round of the Champions League?

Etc.

Goal 2: Match detail.

Bixby listens to user´s utterance:

What time is the Real Madrid match?

When is Betis-Sevilla match?

Where is Girona-Eibar played?

In which channel do they cast Málaga FC?

In which channel can I watch Barcelona-Real Madrid?

When is the derby?

Etc.

Goal 2: Match detail.

Bixby listens to user´s utterance:

What time is the Real Madrid match?

When is Betis-Sevilla match?

Where is Girona-Eibar played?

In which channel do they cast Málaga FC?

In which channel can I watch Barcelona-Real Madrid?

When is the derby?

Etc.

Goal 3: Clasification.

Bixby listens to user´s utterance:

How is the ranking going?

How is the clasification?

How is the Champions League going?

How is my team going * in the Champions League?

What is the current position of Real Madrid?

How many points does Betis have in the League?

Etc.

Goal 3: Clasification.

Bixby listens to user´s utterance:

How is the ranking going?

How is the clasification?

How is the Champions League going?

How is my team going * in the Champions League?

What is the current position of Real Madrid?

How many points does Betis have in the League?

Etc.

Goal 4: Player ranking

Bixby listens to user´s utterance:

Who is the top scorer in the La Liga?

How many goals does Messi have in La Liga?

What are the top scorers?

Etc.

Goal 4: Player ranking

Bixby listens to user´s utterance:

Who is the top scorer in the La Liga?

How many goals does Messi have in La Liga?

What are the top scorers?

Etc.

Final result

TV integration

Thanks!

remember: Every pixel matters
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