User Research, Thematic Analysis, Qualitative Coding, Usability Testing
3 UX Designers
Shipped
summary
A unique experience with untapped potential
The Galaxy Z Flip 4 was a flagship device designed to empower users to express their creativity and self-expression. Despite its desirable and unique customisable features, many of these were difficult for first-time users to discover. Here are some of the core usability issues we uncovered with the cover screen:
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outcome
When it come to displays, size does matter
We presented our design recommendations to the core product teams at Samsung Electronics in Bellevue, WA. This project had a significant impact as Samsung implemented 3 of our key design recommendations in their latest Galaxy Z Flip 5 series. The new phone features a larger display for the cover screen, addressing the usability issues of the previous model's much smaller counterpart.
The goal
Making the Z Flip 4 an extension of its user
The design goal was to understand how Samsung's Gen Z users personalized their phones to reflect their personal identities.
To refine the project scope from a broad prompt to a focused approach that adds value to the product strategy, we narrowed our usability study to the device's true USP—the cover screen—and specifically on the personalization and customization features of the cover screen.
strategy
Understanding how GenZ users utilize the cover screen
To bring down the project scope from a broad prompt to a focused approach that adds value to the product strategy, we narrowed our usability study to the device's true USP—the cover screen—and specifically on the personalization and customization features of the cover screen.
1. Discoverability
2. Usability
3. Preferences
4. Suggestions
What are their suggestions to improve the overall experience?
Through usability sessions with 8 participants, we tested 3 key interactions on the cover screen
From the limited built-in widgets, we focused on 3 key interactions that supported the customization & personalization prompt.
- Adding any 3 widgets of choice on the cover screen.
- Activating the rear camera to take a selfie without opening the flip phone.
- Customizing & applying a wallpaper for the cover screen.
Insights & recommendations
The novelty wore off due to confusing interactions
problem #1
Lack of intuitive gestures made the experience less desirable
We discovered that all three tasks lacked visual cues, making it difficult for users to interact with the cover screen and discover new features. This increased both time-on-task and error rates. Many users found it easier to just open the flip screen and access main settings rather than swiping multiple times on the cover screen.
design recommendation #1
Implement visual cues & intuitive gestures
Introducing visual cues like icons or intuitive and familiar gestures such as swiping, tapping and zooming in/out can significantly enhance usability for both first-time users and those transitioning from an iPhone. These guides can help users familiarize themselves with the unique navigation, making it easier to discover and use customization features.
problem #2
Accessing camera through cover screen was just difficult
Customization options on the Z Flip 4 were limited to a small selection of widgets and clock faces provided by Samsung, with no support for third-party widgets. This meant users couldn't personalize their experience beyond what Samsung offers, limiting their ability to tailor the device to their preferences.
During the test session, participants struggled to find other ways to personalize the cover screen beyond setting images & GIFs as the wallpaper.
design recommendation #2
Default camera icon on a customizable side panel
We recommended setting the camera icon as a default on a customizable side panel, accessible by swiping on the cover screen. This feature, prominent in Samsung Galaxy devices, offers universal access to essential functions and aligns with user habits from both Android and iPhone devices.
Samsung implemented this recommendation through their multi-widget view and the pinching gesture on the screen for accessing all widgets.
problem #3
Customization was limited to a handful of widgets & lock screen styles with no third-party widget support
One of the main attractions of the Z Flip 4 device is its quick access to the rear camera for taking high resolution selfies.
However, 7 out of 8 participants spent an average of 4 minutes attempting to access it from the cover screen. The lack of an alternative pathway would also render the feature inaccessible if the power button ever malfunctions.
design recommendation #3
Offer a more versatile widget selection with third-party integration
Offering a wider range of widgets would allow users to customize their device according to their daily needs, making it more personal. Adding third-party integration would help build a dedicated community of Samsung enthusiasts expressing their creativity through widgets.
For the new Flip 5 cover screen, Samsung added 13+ essential widgets to choose from. While third-party widgets are still limited, an app called Good Lock now makes it possible to run any app, including games, on the larger screen.
The new series also offers enhanced customization capabilities for the wallpaper and multi-widget screen. Users can now choose the font, style, and placement of their clock face and find a matching visual for the Cover Screen Home - all within the device settings.
In ReTrosPect
A big "wow, I did that" moment
Seeing our research and suggestions taken seriously was already a win, but the real "wow" moment came when Samsung implemented the design recommendations in the Galaxy Z Flip 5. The excitement of having our research validated and knowing our work had a tangible impact on the product's development was truly a proud moment.
Learnings
01
Immersing myself in the world of flip phones and analyzing their strengths and weaknesses proved to be a guiding star in defining the scope of our research, allowing us to focus on what sets Samsung's Z Flip phones apart.
02
While we conducted the study with a small sample size due to time and resource constraints, a larger dataset would have provided richer and more comprehensive insights.
