B2B · AI Research · Content · Interaction
Samsung AI Insights Platform
Samsung is a global technology leader advancing AI and digital innovation across diverse products and services.
We designed an internal insights platform for the Samsung UX Research Group to help users explore interviews with AI experts from around the world.
UX Strategy
Core Problem
Complex AI Research Was Difficult to Navigate
The project began with 21 in-depth interviews with AI experts worldwide. Each interview lasted around 30 minutes and produced a 15–20-page transcript. We reorganized this material around key insights to create a platform employees could browse without reading each interview in full.
However, as we analyzed the interviews with the research team, we found that each expert's background and perspective varied too significantly to fit into simple categories such as "for" or "against" AI. Oversimplifying the content risked misrepresenting the intent and nuance of each interview. The challenge was to organize complex research into an intuitive browsing experience while preserving the integrity of every interviewee's perspective.
UX Strategy
Design Direction
Accessible Content Discovery
Use intuitive visual cues and navigation to encourage users to explore content with minimal effort.
Explore by Topic and Keyword
Let users select topics and keywords to browse related interviews without assigning each expert to a single viewpoint.
Immersive Storytelling
Use video and interaction to convey each expert’s key arguments and the experiences behind them.
Experience DESIGN
Discovery Page
Interest-Driven Discovery
Instead of categorizing interviews into predefined viewpoints, the landing experience starts with four key questions as entry points for content discovery. When users select a question, related interview cards are dynamically revealed based on the chosen topic. Scattered images and interview quotes are presented to encourage users to intuitively explore the content.
Flexible Topic Navigation
Users can switch to a topic-based view to explore interviews through AI-related themes and keywords. Each topic previews the experts’ key perspectives alongside images, helping users identify relevant interviews before opening them.
CONTENT DESIGN
Interview Content
Interview-Specific Content Experience
We created interview-specific videos and images to communicate each expert’s key arguments and the experiences behind them.
Interactive Content Engagement
We used interactive charts, tests, and motion on interview pages to help users explore each expert’s ideas through interaction.
OUTcome
