Samsung Bixby

I led UX and visual design for Samsung Bixby, shaping voice and touch experiences across devices and driving the evolution of its design system in collaboration with product, engineering, and conversation design teams.

Modern kitchen with a Samsung smart refrigerator featuring a touch screen, surrounded by beige cabinets and a decorative bowl of fruit on the counter.

AI-powered conversations that simplify everyday tasks

I designed intuitive, voice-first experiences for Samsung devices—phones, TVs, wearables, and appliances. Helped shift from rigid commands to natural conversations that save users time. Partnered with Uber, Yelp, Ticketmaster, and Weather.com to deliver AI-driven, personalized results that reduce friction and enhance usability.

Smartphone screens displaying various apps: Uber ride progress, Booking.com hotel reservation, Spotify playlist, Yelp restaurant reservation, and Ticketmaster events.

Personalized experiences that learn

Designed flexible UI systems that adapt to user habits, personalize content, and deliver context-aware suggestions—creating intuitive, seamless experiences across devices.

Multi-platform integration

Bixby delivers a cohesive voice-assistant experience across Samsung’s ecosystem—mobile, appliances, wearables, and speakers. I created and maintained platform-specific design libraries to ensure consistency while adapting to each device’s unique interaction patterns, screen sizes, and use cases.

Cross-functional collaboration

I crafted design flows and worked closely with engineering and product teams to ensure consistency and clear communication. This cross-functional collaboration allowed the team to swiftly advance once we received approval from the VP of Product.

Interactive demos

Built interactive prototypes with engineers, enabling stakeholders to test directly on devices. One example was the smartwatch experience—we had to rethink the UX and design a unique interaction model specifically for the smaller screen and wearable context.

The Design System

I led the creation of the design system for Bixby, establishing templates, components, colors, materials, and type styles tailored for Samsung’s core hardware and systems. Additionally, I oversaw UI design and managed updates to Bixby’s source libraries, significantly influencing the consistency and effectiveness of the design system across Samsung’s products.

SDK alignment

I aligned the design system with developer tools to streamline collaboration and improve workflow. Matched component names between design libraries and command-line code, making handoff faster and reducing friction between design and engineering.

The design component libraryn for mobile

Design

I built and maintained design libraries for Samsung’s voice-assistant products across TV, mobile, wearables, and appliances. Focused on clear naming, organized components, and design principles that balanced creativity with consistency—making the system easy to use and scale across teams.

Developer Kit

I aligned design library component names with developer syntax to streamline handoff and improve collaboration. This shared language between design and engineering accelerated workflows and reduced friction during development.

Adapting Bixby through major design system changes

Led design library updates through three major Bixby UI overhauls, aligning with Samsung’s One UI. Built modular, reusable components, with clear documentation and a feedback loop to keep the system adaptable and scalable. Focused on continuous iteration to improve efficiency, consistency, and responsiveness to evolving product needs.