Industry
Client
Team
Role
Timeline
Samsung Galaxy Z Fold / Flip 7 Flagship
Crafting a Next-Gen Web Experience for the Most Advanced Foldable Devices, Galaxy Z Fold 7 & Flip 7
For the global launch of Samsung’s Galaxy Z Fold 7 and Flip 7, my team and I led the creation of a forward-thinking digital experience that reflects the pioneering innovation behind Samsung’s foldable lineup. As the most advanced foldable smartphones in the market—featuring cutting-edge design and enhanced Galaxy AI capabilities—the Z Series demanded a web experience that felt just as revolutionary.
To communicate this leap in innovation, we designed a new Compare Module UX that visually highlights the generational improvements from previous models, helping users understand the tangible benefits of upgrading. This not only elevated the product storytelling but also empowered users to make confident, informed decisions.
In parallel, we introduced an expandable Multi-Content Module that delivers in-depth narratives around Galaxy AI features. By tailoring content to core user needs and behaviors, the new module bridges functional education with visual engagement—creating a seamless path from product discovery to decision-making.
The final experience brings together storytelling, interaction, and performance to support Samsung’s leadership in design innovation and AI-driven technology.
Initiative Overview
Crafting a UX Strategy Purpose-Built for the Most Advanced Foldable Devices
Unveiled at Samsung Galaxy Unpacked 2025, the Galaxy Z Fold 7 and Flip 7 represent Samsung’s most premium foldable flagships yet. With enhanced Galaxy AI and the introduction of AI Companion features, these devices deliver a groundbreaking experience tailored for tech-savvy professionals.
Given the premium market positioning, our UX strategy was purposefully designed to resonate with high-performing users by emphasizing value through innovation, utility, and sophistication.
User Experience Strategy
Innovation-Led UX Strategy for Premium Market Positioning
To strategically present the innovation of the Galaxy Z Flagship to premium audiences, we identified Design Innovation and Advanced AI Features as the core value pillars. The UX structure was crafted to effectively highlight these elements and align with the expectations of high-end users.
User Experience Design 01
Leveraging comparison is one of the clearest ways to communicate product innovation
Nothing reveals innovation more clearly than seeing what came before. To highlight design innovation, we focused on helping users experience the differences and advancements firsthand. We designed a series of interactive comparison modules that allow users to intuitively grasp the evolution of the product at a glance.
Compare Module Wireframe
User Experience Design 02
Designing a 2nd-Depth Content Module for More Advanced AI Features
To effectively showcase the expanded Galaxy AI features, we needed a scalable UX solution that could present more content within limited space. I led a series of design explorations to define a 2nd-depth content module that intuitively delivers layered information across both PC and mobile, optimized for today’s fast-scrolling, digitally native users.
2nd Depth Contents Module Wireframe
Samsung Galaxy Z Fold 7 Product Detail Page (Web)
Samsung Galaxy Z Fold 7 Product Detail Page (Mobile)
Samsung Galaxy Z Flip 7 Product Detail Page (Web)
Samsung Galaxy Z Flip 7 Product Detail Page (Mobile)
Final Design
A Tailored Digital Flagship Experience for the Most Advanced Foldables on the Market
Every Samsung Galaxy Flagship demands a differentiated strategy that reflects the unique innovations of the product. For the Galaxy Z Fold 7 and Flip 7, we positioned design innovation and personalized AI features as core values, crafting a digital experience that speaks directly to a premium, tech-savvy audience. This required a customized approach to marketing, digital experience design, and art direction. The result is a seamlessly tailored UX that elevates product storytelling and drives engagement across web and mobile touchpoints.
As a result, the final design not only elevated the product narrative—it directly contributed to measurable business success. According to Bloomberg (July 31, 2025), Galaxy Z Fold 7 sales surpassed the previous model by over 50%. CNET also reported that the Z Fold 7 and Flip 7 broke records for the highest number of foldable preorders, with total preorders increasing by more than 25% year-over-year. These outcomes demonstrate the impact of a UX strategy that was tightly aligned with product innovation and premium market positioning.
