Galaxy Friends is a mobile accessory platform service from Samsung, that allows users to quickly an easily access a variety of content on their Smartphones by pairing an NFC Smart Case. These cases are sold exclusively with new model releases and also help sell existing model lines during their life cycle. I designed the whole range of Galaxy Friends cases and content for the Galaxy Note 9, S9, S9+ and A8 series predominantly targeted at a female audience between the ages of 18-35 years.


What you got in the box…
• NFC Smart Case for special phone models
• Primary Content: Wallpapers, Lock Screen Design, Always On Display, Widgets, Special Quick Launcher and unique icon sets.
• Secondary Content: Theme Native Apps Calculator, Docs, Music Player

Veni, Vidi, Vici
After creating more than 320 different designs, and many rounds of user testing, we selected the strongest 10 themed cases that would go into production. Originally we were going to produce 20.000 units to be sold only in the UK. This number grew more than ten times, to reach 250K units to expand across all of Europe. Soon after Samsung, asked to produce a total of 1.5 million smart cases for the Global Market.

User Testing:• Internal Marketing Platform with 2000+ Samsung Galaxy registered users
• SDE Lab testing with Samsung employees, family and friends
• House Visits and street survey in the UK, France, Germany and Denmark

Team:Adam Roberts: Creative Direction
Hong Yeo: London / HQ Communications
Gerhard Spangenberg & Lucas Braunschvig: Strategy & Marketing
Carlos Wydler: Design for the NFC Product Cases, Packaging and Mobile UI design. Research, User Testing and liaising with stakeholders and manufacturers.

Project Duration: 5 months