Connected devices

Company

Samsung R&D Institute, Bangalore

Scenario

Retention of 95% is witnessed with MDE as per Statista reports, but most users do not have multiple devices and are deprived of enjoying ecosystem features. Thus, with the aim of increasing MDE adoption, an exploratory study is conducted to identify pain points in existing MDE experiences and propose recommendations and ideas.

Approach & timeline

Initiated as a dedicated task force to identify pain points of multi-device experience in Samsung is bifurcated into two major categories because of the rich portfolio of devices and appliances Samsung has. The first team dealt with all appliances with a TV centric approach, and the other team revolved around five productivity centric galaxy devices, viz, mobile phone, tablet, laptop, smart watch, and earbuds.

Galaxy ecosystem framework

Samsung’s legacy framework for Galaxy ecosystem provides larger themes that houses all MDE features functioning across multiple galaxy devices.

Methodology

Galaxy ecosystem has 15 unique features which are studied, tested, and analysed for experience parity with competitor Apple by conducting problem mapping workshops, UX flow mapping sessions, ideating possible solutions against identified painpoints.

FEATURE TESTING

UX FLOW MAPPING

ANALYSING PAIN POINTS

Two categories of study

Findings from the study are majorly categorised in two parts, one being the configuration experience, which means how easy it is to configure an ecosystem feature, and the other being the consumption experience, which means how easy it is to use the feature.

Four major insights of configuration experience & their recommendations

Based on analysis, it is found that configuring an ecosystem feature is dispersed & buried across touchpoints, could only be discovered by advanced users with better tech-literacy.

Insight 01

Absence of strong nucleus

Unlike Apple ID and Google account, Samsung account is under-utilised in terms of ties with Apps & features. In order to enhance a configuration experience, Samsung account registration needs improvement.

Samsung's One UI as Android as the base has legal constraints to automate settings unlike Apple's closed garden with their own OS & hardware

Also, unlike Apple ID, it does not have SSO, rather inconsistent sign in experience.

Based on competition analysis, it is observed that Samsung apps and services have different sign-in procedures without SSO. While OneDrive require Microsoft account, Samsung Members, & Samsung Finance+ need a One-time password (OTP), thus breaking the consistency.

Recommendation 01: Absence of strong nucleus

Improve Samsung account's visibility, presence, and ties with Samsung apps & features.

Final designs of Samsung account touchpoint in Settings App, as launched in Oct, 2023 as part of One UI 6 update.

GUI & UI designs were finalised by Samsung UX Team Suwon Korea as per the recommendations of Samsung Research Bangalore.

Insight 02

Dispersed & chaotic touchpoints

To set-up an ecosystem feature, user has to configure it in Settings App, Link to Windows App, Bluetooth Settings, WearOS Settings and for a few Notification panel.

For a single feature, presence of multiple touchpoints across different devices confuses user and does not develop trust & confidence compared to an unified configuration experience in Apple devices.

Apple's "System Preferences" houses anything ecosystem

Even for a lay Apple user it becomes clear that anything related to setting up an ecosystem feature, System Preference has it.

Insight 03

Buried ecosystem features

In Samsung settings app, ecosystem features were housed inside "Advanced features" mixed with other device settings legible only to tech-literate users to explore. The features are lying buried under such complex names that a lay user never would visit, as a result of which most users never discover the features.

Features are also buried in similar pattern for the following ecosystem features

Recommendation 02 & 03: Dispersed & chaotic touchpoints, and Buried ecosystem features

Unified & consistent galaxy settings

All ecosystem features are positioned under one umbrella and consistent across all galaxy devices for users to easily access the settings.

Launched "Connected Devices" under Settings App as part of One UI 5.3 update in Sep, 2022

Connected Devices houses all D2D & ecosystem features functioning across multiple Samsung devices with an objective to unify all in once place.

Launched for phone & tab only due to ease in implementation because of OS similarity.

For smart watches and laptops, discussions ongoing with Google & Microsoft respectively.

GUI designs are done based on SRIB's recommendation and UI designs are refined by HQ UX Team, Korea.

Working of "Connected devices" through an example of an ecosystem feature of "Call & text on other devices"

Connected devices lists down ecosystem features regardless of Samsung account, however to activate these features, users need to sign in to Samsung account, and to function, devices needs to be in proximity.

A Master Rule Table is designed in order to map the state of ecosystem features in "Connected devices" based on various permutations & combinations of devices

For e.g. Cross device copy paste does not function if the user has a phone and just a pair of earbuds.

Default ON for better discoverability of ecosystem features

Cross-device features housed inside "Advanced features" remains turned off for many users throughout the device lifecycle without ever discovering the ecosystem capabilities. Thus, the concept of Default ON assures that ecosystem features are present within the device.

Following ecosystem features, by virtue of their attributes, are discoverable if they are active. Hence, keeping them On by Default in the policy makes user aware of such feature without much hassle.

Real time and automatic syncing of settings

Toggling ON ecosystem features in phone automatically syncs with the tablet real time. This behaviour is consistent for phone and tablet, and discussions are in progress for making it consistent for all galaxy devices.

Other exciting concepts in discussion

Concept 01: Out of box experience prompt

Intelligent prompt of features on pairing a new device to the existing ecosystem during OOBE. Intelligent prompt during OOBE applies to features that requires configuration.

Other exciting concepts in discussion

Concept 02: Calm prompt in proximity while in use

Feature that activates in proximity is calmly prompted in the devices, thus improving visibility.

Other exciting concepts in discussion

Concept 03: Contextual nudges

In-use contextual nudge about features on devices which are relevant at a particular context.

PPT controller is activated in both device under following conditions:
1. PPT Slide show is active
2. Samsung account signed in both devices
3. Watch & laptop are in proximity

Insight 04

Fragmented connectivity

User focus on features as well as connections behind them

User should only focus on the features

List of pre-requisites for ecosystem features to function

Competition Benchmarking: Seamless Connectivity of AWDL

Apple’s proprietary technology of Apple Wireless Direct Link (AWDL) enables all connectivity. AWDL runs in the background regardless of Bluetooth & Wi-Fi to keep the ecosystem continuously intact.

Apple's three states of activation

Recommendation 04: Fragmented connectivity

Seamless feature usage with automated connectivity in the background

Example 01: Bluetooth & Wi-Fi continuity for "Call & text on other devices"

Example 02: Bluetooth & Wi-Fi continuity for "Continue apps on other devices"

Consumption experience of ecosystem features

Based on feature testing, it is found that consumption experience OR in-use experience of an ecosystem feature is half-baked, as a result of which users are not able to build trust & confidence to invest in it.

Insight 01

Lack of affordance

Users are not able to achieve their goals with the incomplete experience due to lack of affordances that Samsung ecosystem has been offering. For example: Copy paste feature only works for text, image and HTML links from Smart phone to Tab & vice versa.

Insight 02