Take the Bling-Bling Out Of My Ring-Ring!

For Samsung we designed the system Graphic User Interface of their first European UMTS mobile phone. Based on a brief on “Emotional Minimalism” given to us by Samsung, we developed a design platform for all graphic elements in the GUI.

It was important for Samsung to get a menu structure that was unique and had never been seen before. We started out with the 3x3 grid and elaborated from there. After a while we came up with “Target”, a menu structure supporting vertical, horizontal and circular navigation providing a fast and easy access to all items. User test results during the prototype stage told us that the users found the circular navigation concept clear and intuitive.