Murilo Gomes: Developing the Brazilian Samsung Ocean.

El evento de Diseño de Interacción y Experiencia de Usuario más
importante de Latinoamérica.
Murilo Gomes
@murilog8
Developing the Brazilian
Samsung Ocean

Developing the Brazilian
Samsung Ocean
The support center for the digital developer
INSITUM + Samsung

CONTEXT
Create the ﬁrst Samsung Developer
Center out of Korea, strengthening the
competitiveness of their smart devices
through LATAM.
!  Enhance the ecosystem between technology and
content development.
!  Achieve mutual beneﬁciation: developers evolve
their business, Samsung builds repertory of
functionalities for their devices.

PROJECT GOAL
INSITUM was hired to design the new
service for the Brazilian developer
center – the Samsung Ocean.
Understand the social-cultural and economical
context, needs and expectations of potential users
and market inﬂuencers.

IMPLEMENTED
This presentation will showcase the
research and innovation process used on
the project and service designed till its
ﬁnal implementation.

METHODOLOGY
+EXPLORATORY
+STRATEGIC
ALIGNMENT
FIELDWORK
CO CREATION
DEVELOPMENT

ALIGNMENT
Internal workshop INSITUM + Samsung
! Align objectives
! Gather ideas, possible problems
! Generate initial hypothesis

ALIGNMENT
! Align objectives
! Gather ideas, possible problems
! Generate initial hypothesis
Hypothesis development and ﬁeldwork planning
! Tactical and strategic hypothesis
! Tangibilization into scenarios and exploration exercises

FIELDWORK
Primary research with potential users
! Need of understanding the Brazilian developer.
! In depth ethnographic interview followed up with
group discussion and co-creation.
! Understanding rationally and emotionally potential
user s desires, barriers and life/professional goals.
Computers science, computers engineering and
design students.

FIELDWORK
Primary research with potential users
! Need of understanding the Brazilian developer.
! In depth ethnographic interview followed up with
group discussion and co-creation.
! Understanding rationally and emotionally potential
user s desires, barriers and life/professional goals.
Market needs and routine
! Understanding of the potential user in different stages
of life (academic through professional).
! Actual day-to-day needs, barriers and goals.
Mobile services startups (one 6 months old and
one 2 years old)

Personal exploration, warming up
Professional / academic view
Development routine
Goals and
barriers
Primary exploration

Personal exploration, warming up
Professional / academic view
Development routine
Goals and
barriers
Ideal processing mapping
Understanding strengths and
difficulties
Prioritizing process stages
and learning directions
Ideal achievements
Identiﬁcation of
required skills
Scenario
evaluation
Primary exploration Group co-creation

FIELDWORK
Third party agents research
! Need for resources beyond information providing.
! Expectations and requirements of third party
inﬂuencers.
! Ideal interaction method for third party agents.
Angel investor, startup incubator, technology
university, advertising agency, content editor

CO-CREATION
! Analyze the tested hypothesis and user feedback
merging the user centered optics with the business view.
! Reﬁne and evolve tactical and strategic scenarios
according to business model propositions.

CO-CREATION
! Analyze the tested hypothesis and user feedback
merging the user centered optics with the business view.
! Reﬁne and evolve tactical and strategic scenarios
according to business model propositions
Co-creative validation with users
! Evaluate the more realistic scenarios with users
previously engaged in the research.
! Further collaborative reﬁnement of the service.

INITIAL STRATEGY
Awareness creation

INITIAL STRATEGY
Awareness creation
! Short programming courses
! Daily activities
! Broadly accessible

FOLLOW UP STRATEGY
Quality orientation
FOLLOW UP STRATEGY
Quality orientation

FOLLOW UP STRATEGY
Quality orientation
!  Extensive program to selected
members
!  Real project developments, to real
clients
!  Project mentorship and intellectual
incubation

Strategies overlapping:
SERVICE DEVELOPMENT
!  Make the Samsung Ocean a reference center.
!  Attract the best possible members.
!  Establish partnerships.
!  Reinforce the Samsung brand.
Awareness creation Quality orientation
Time
Emphasis
!  Support the development of new relevant
features for the technology ecosystem.
!  Evolve ideas into mutually beneﬁcent
businesses.
!  Add value to the Samsung smart devices line
through new content functionalities.

SERVICE DEVELOPMENT
Awareness creation Quality orientation
Quality Orientation strategy service stages:
Online filtering
Logic, technologies, general knowledge
tests
Filter 70-100 participants
Personal test
Hackathons, interviews, assisted
ideations
Select 30-40 participants
Introductory
programming class
1 day extensive theoretical course
Practical exercise 1
E.g.: program an Android
calculator
E.g.: Program a media player
E.g.: Program a fitness application
Pitch and grouping
Create teams, find projects
Week of activities and events
Project development
and mentoring
Constant mentoring support and evaluation
Project oxygenation
Project status presentations, new
pitches
1 day event
Selection process Basic learning phase Main project phase

There are four main methods of interaction for the learning process:
The presential participation of the members is required at different levels
along the program.
Mostly when the presential presence isn t much required, the members
can have a higher online participation, accessing the contents from
distance.
The center will host complementary activities of multidisciplinary aspects
along the program, with subjects such as business development,
marketing, design, economy among others.
The members will have a direct mentorship assistance from professionals
of different areas, mostly along the development of their real projects.
SERVICE DEVELOPMENT

Each secondary phase have different activities, goals and risks for the member and for
Samsung and each method of interaction relates differently on each one of them:
Online ﬁltering
Logic, technologies, general
knowledge tests
Personal test
Hackathons, interviews
Service phase
Selection process
Interaction methods Speciﬁcations
! Test based on logic questions, technology and
general knowledge.
! Easy and quick to correct.
! Select from 70 to 100 participants.
! If less than 70 participants sign up possible to
skip to personal test.
! Long and multiple stage selection process may
demotivate participants.
SERVICE STAGES

Online ﬁltering
Logic, technologies, general
knowledge tests
Personal test
Hackathons, interviews
Service phase
Selection process
! Hackathon focused on solutions for a big
opportunity (e.g. new business for the World
Cup).
! Group and individual activities.
! Personally recruit 30-40 participants to
become members.
! Can recruit extra participants to replenish
quitters from a last group.
! Evaluation of an individual may be jeopardized
by the group.
SERVICE STAGES

Service phase
Basic learning phase
Introductory
programming
class
Basic exercise 2
E.g. Program a media
player
Basic exercise 3
E.g. Program a ﬁtness
application
! Presentation of the process the members will
be submitted in the center.
! Reinforce that the learning process will be
quick and practical, having only this single
class.
! More advanced users may have expectations
of starting already at a higher level.
SERVICE STAGES
Basic exercise 1
E.g. Program an
Android calculator

Service phase
Basic exercise 1
E.g. Program an
Android calculator
! First project, e.g. development of a simple
Android calculator.
! Application MVP should be simple and
functional, advanced members are motivated
to enhance their projects with extra features.
! Center’s goal is to evaluate the programming
level of the members and stimulate
complementary skills (e.g. design).
! More advanced users may have expectations
of starting already at a higher level.
SERVICE STAGES
Introductory
programming
class
Basic exercise 2
player
Basic exercise 3
application

Service phase
! Development of a more complex application
e.g. media player.
! Application MVP should be simple and
function, advanced members are motivated to
enhance their projects using other APIs (e.g.
social networking, cloud storage, etc.)
! Center’s goal is to evolve member s project
developing skills.
! The project can become too complicated to be
developed within the timeframe.
SERVICE STAGES
Introductory
programming
class
Basic exercise 1
E.g. Program an
Android calculator
Basic exercise 2
player
Basic exercise 3
application

Service phase
! Development of a dynamic and even more
complex application e.g. ﬁtness application.
! Members should be motivated to ﬁnd new
business implications for the project.
! Center’s goal is to evolve member s
programming skills and introduce the idea of
creating a business from an application.
! Complementary activities (e.g. speeches) and
mentorships becomes available.
! Members can lack motivation to pursue new
business models and develop simpler
solutions.
SERVICE STAGES
Introductory
programming
class
Basic exercise 1
E.g. Program an
Android calculator
Basic exercise 2
player
Basic exercise 3
application

Service phase
Main project phase
Pitch and grouping
Week of activities and
events
Project development
and mentoring
Constant mentoring support and
evaluation
Project oxygenation
Project status presentations,
new pitches
1 day event
! Show case week for the members present their
ideas of real projects.
! Members should use this opportunity to group
up in teams for their favorite project ideas.
! The center hosts several inspirational activities
such as speeches from different areas of the
market.
! By the end of the week the members should
be gathered in small groups with an idealized
project.
! There might be social conﬂicts among the
members grouping and ideas selection.
SERVICE STAGES

Service phase
Main project phase
Pitch and grouping
events
Project development
and mentoring
evaluation
Project oxygenation
new pitches
1 day event
! Main and longer phase of the program.
Development of the member s real project.
! The center is responsible for helping out the
members providing constant mentorships.
! Complementary multidisciplinary activities are
scheduled constantly to develop all the areas
the members need to build a successful
business.
! Members might lose interest in participation
due to a more loose and independent
process.
SERVICE STAGES

Service phase
Main project phase
Pitch and grouping
events
Project development
and mentoring
evaluation
Project oxygenation
new pitches
1 day event
! Along the project development, the center
hosts a full day event for experience sharing
and projects oxygenation.
! Each project group shall present their project
status, discuss new ideas, share solutions.
! The center invites external participants to take
part on the feedback process.
! New groups can unite, projects might get
merged/ﬁnished/abandoned and new projects
can begin.
! Members who ﬁnished a project might not
want to start over another one, quitting the
program.
SERVICE STAGES

PHYSICAL SPACE
To support the concept of the spatial facilities of the Samsung Ocean design principles
were generated based on user and business needs.
The Samsung Ocean must:
! Be adaptable to different types of interactions
! Facilitate collaboration
! Foster innovation and creativity
! Ease long-journey experiences
! Reinforce the Samsung brand

Murilo Gomes: Developing the Brazilian Samsung Ocean.

CONCLUSIONS
! Since March 2014 the center reached more
than 3600 members.
! The quality orientation strategy is already
beginning to take place. Month long
extensive programs are running and being
planned.
! 5 new Tizen applications were
developed and 8 more will be until the
end of the year.
! Partnerships are being made with entities
such as Startup Brasil, Fiesp, Baita, Anjos do
Brasil, Aceleratec and universities.
! In July the Samsung Ocean expanded to
Manaus (north Brazil). The unit have a
partnership with the State University of
Amazonas. 1400 members went through so
far.

THANK YOU! OBRIGADO! GRACIAS!
murilogomes@insitum.com
murilog8
México
+5255 5616 8888
Brasil
+55 11 2506 8880
USA
+1 847 864 1455
Colombia
+571 248 3685
Argentina
+54 11 4776 0958
insitum.comPeru
+51 247 4184

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¡Muchas gracias!
Murilo'Gomes'

Murilo Gomes: Developing the Brazilian Samsung Ocean.

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Murilo Gomes: Developing the Brazilian Samsung Ocean.