Launching Samsung Gaming Hub
All around enthusiast : Core gamer persona identified through segmentation and diary study, used to define the initial target audience and shape features for the Gaming Hub launch.
Home screen of the launched Gaming Hub, tailored for core gamers aggregating top cloud gaming services like Xbox, GeForce NOW, and Luna in a centralized, console-like experience.
Focus:
0→1 Experience | Segmentation | Platform Strategy
Approach:
Mixed Methods | Generative + Evaluative | Qual + Quant
Methods:
Focus Groups | Segmentation Survey | Diary Study
Challenge:
Samsung wanted to enter gaming but lacked brand credibility and product direction. The key question: What should we build to engage core gamers on Smart TVs and mobile? We needed to uncover gamer needs, define a compelling value proposition, and test whether a Gaming Hub could serve as a credible entry point.
Process:
I led a multi-phase research program using focus groups, a segmentation survey, and a three-week diary study to explore gamer needs and validate concepts. A comparative lab test helped refine the interaction model and prioritize features for launch—aligning the vision with real user behaviors.
Impact:
We defined Gaming Hub as Samsung’s entry into cloud gaming, built for core gamers. Research shaped the product vision, UX, and launch strategy leading to a partner-integrated platform (Xbox, GeForce NOW, Luna). It launched in 2022 on 21M+ devices, driving a 13× increase in monthly active users in its first year.