1. Samsung's Cygnus User Interface: Design of the User Interface of Cygnus, Samsung’s interactive HDTVplatform, the intelligent home theatre system for the Korean market. Samsung’s Cygnus is high speed Internet service to your TV combining a variety of media needs such as DVR (TIVO), Web TV, Movies on demand, Music on Demand, Education, TV over IP, Broadcast TV, digitale Photoalbum, MP3 Player etc. Target user group is the young, upwardly mobile affluent Korean family.

2. Samsung's Cygnus User Interface: Design of the User Interface of Cygnus, Samsung’s interactive HDTVplatform, the intelligent home theatre system for the Korean market. Samsung’s Cygnus is high speed Internet service to your TV combining a variety of media needs such as DVR (TIVO), Web TV, Movies on demand, Music on Demand, Education, TV over IP, Broadcast TV, digitale Photoalbum, MP3 Player etc. Target user group is the young, upwardly mobile affluent Korean family. Pretty complex project

3. Samsung's Cygnus User Interface: Design of the User Interface of Cygnus, Samsung’s interactive HDTVplatform, the intelligent home theatre system for the Korean market. Samsung’s Cygnus is high speed Internet service to your TV combining a variety of media needs such as DVR (TIVO), Web TV, Movies on demand, Music on Demand, Education, TV over IP, Broadcast TV, digitale Photoalbum, MP3 Player etc. Target user group is the young, upwardly mobile affluent Korean family. Pretty complex project REASON 1

4. Samsung's Cygnus User Interface: Design of the User Interface of Cygnus, Samsung’s interactive HDTVplatform, the intelligent home theatre system for the Korean market. Samsung’s Cygnus is high speed Internet service to your TV combining a variety of media needs such as DVR (TIVO), Web TV, Movies on demand, Music on Demand, Education, TV over IP, Broadcast TV, digitale Photoalbum, MP3 Player etc. Target user group is the young, upwardly mobile affluent Korean family. Combining PC UX with a TV UX = CYGNUS +

6. Samsung's Cygnus User Interface: Design of the User Interface of Cygnus, Samsung’s interactive HDTVplatform, the intelligent home theatre system for the Korean market. Samsung’s Cygnus is high speed Internet service to your TV combining a variety of media needs such as DVR (TIVO), Web TV, Movies on demand, Music on Demand, Education, TV over IP, Broadcast TV, digitale Photoalbum, MP3 Player etc. Target user group is the young, upwardly mobile affluent Korean family. Pretty complex project REASON 2

7. Samsung's Cygnus User Interface: Design of the User Interface of Cygnus, Samsung’s interactive HDTVplatform, the intelligent home theatre system for the Korean market. Samsung’s Cygnus is high speed Internet service to your TV combining a variety of media needs such as DVR (TIVO), Web TV, Movies on demand, Music on Demand, Education, TV over IP, Broadcast TV, digitale Photoalbum, MP3 Player etc. Target user group is the young, upwardly mobile affluent Korean family. A collective UI No longer optimized for only one person Consider multiple users and their routines

8. Samsung's Cygnus User Interface: Design of the User Interface of Cygnus, Samsung’s interactive HDTVplatform, the intelligent home theatre system for the Korean market. Samsung’s Cygnus is high speed Internet service to your TV combining a variety of media needs such as DVR (TIVO), Web TV, Movies on demand, Music on Demand, Education, TV over IP, Broadcast TV, digitale Photoalbum, MP3 Player etc. Target user group is the young, upwardly mobile affluent Korean family. Pretty complex project REASON 3

9. Samsung's Cygnus User Interface: Design of the User Interface of Cygnus, Samsung’s interactive HDTVplatform, the intelligent home theatre system for the Korean market. Samsung’s Cygnus is high speed Internet service to your TV combining a variety of media needs such as DVR (TIVO), Web TV, Movies on demand, Music on Demand, Education, TV over IP, Broadcast TV, digitale Photoalbum, MP3 Player etc. Target user group is the young, upwardly mobile affluent Korean family. Very different usergroups

10. Samsung's Cygnus User Interface: Design of the User Interface of Cygnus, Samsung’s interactive HDTVplatform, the intelligent home theatre system for the Korean market. Samsung’s Cygnus is high speed Internet service to your TV combining a variety of media needs such as DVR (TIVO), Web TV, Movies on demand, Music on Demand, Education, TV over IP, Broadcast TV, digitale Photoalbum, MP3 Player etc. Target user group is the young, upwardly mobile affluent Korean family. At any given time a user can be a Homer, Fanatic, or Seeker Homer… Fanatic… Seeker…

11. Samsung's Cygnus User Interface: Design of the User Interface of Cygnus, Samsung’s interactive HDTVplatform, the intelligent home theatre system for the Korean market. Samsung’s Cygnus is high speed Internet service to your TV combining a variety of media needs such as DVR (TIVO), Web TV, Movies on demand, Music on Demand, Education, TV over IP, Broadcast TV, digitale Photoalbum, MP3 Player etc. Target user group is the young, upwardly mobile affluent Korean family. At any given time a user can be a Homer, Fanatic, or Seeker Homer… wanders around and stumbles upon items of Interest. Not a Text reader. He is lazy, likes to be entertained > iconography as a visual coding for all kinds of content plus Thumbnails and previews

12. Samsung's Cygnus User Interface: Design of the User Interface of Cygnus, Samsung’s interactive HDTVplatform, the intelligent home theatre system for the Korean market. Samsung’s Cygnus is high speed Internet service to your TV combining a variety of media needs such as DVR (TIVO), Web TV, Movies on demand, Music on Demand, Education, TV over IP, Broadcast TV, digitale Photoalbum, MP3 Player etc. Target user group is the young, upwardly mobile affluent Korean family. At any given time a user can be a Homer, Fanatic, or Seeker Fanatic… dives into an area of interest and takes related side-steps > Quick access to repeat content areas or personalized contentand targeted surfing > Preset functionalities

13. Samsung's Cygnus User Interface: Design of the User Interface of Cygnus, Samsung’s interactive HDTVplatform, the intelligent home theatre system for the Korean market. Samsung’s Cygnus is high speed Internet service to your TV combining a variety of media needs such as DVR (TIVO), Web TV, Movies on demand, Music on Demand, Education, TV over IP, Broadcast TV, digitale Photoalbum, MP3 Player etc. Target user group is the young, upwardly mobile affluent Korean family. At any given time a user can be a Homer, Fanatic, or Seeker Seeker… wants to scan and target in on item of interest > Provide an overview of “what’s new” > Integrate a editorial voice (point-of-view) within the UI > Provide a visual “snapshot” of Cygnus content > Mood board (collaged) interface around a theme > Visual coding mechanism

14. Samsung's Cygnus User Interface: Design of the User Interface of Cygnus, Samsung’s interactive HDTVplatform, the intelligent home theatre system for the Korean market. Samsung’s Cygnus is high speed Internet service to your TV combining a variety of media needs such as DVR (TIVO), Web TV, Movies on demand, Music on Demand, Education, TV over IP, Broadcast TV, digitale Photoalbum, MP3 Player etc. Target user group is the young, upwardly mobile affluent Korean family. Pretty complex project REASON 4

15. Samsung's Cygnus User Interface: Design of the User Interface of Cygnus, Samsung’s interactive HDTVplatform, the intelligent home theatre system for the Korean market. Samsung’s Cygnus is high speed Internet service to your TV combining a variety of media needs such as DVR (TIVO), Web TV, Movies on demand, Music on Demand, Education, TV over IP, Broadcast TV, digitale Photoalbum, MP3 Player etc. Target user group is the young, upwardly mobile affluent Korean family. The visual design process was two folded

16. Samsung's Cygnus User Interface: Design of the User Interface of Cygnus, Samsung’s interactive HDTVplatform, the intelligent home theatre system for the Korean market. Samsung’s Cygnus is high speed Internet service to your TV combining a variety of media needs such as DVR (TIVO), Web TV, Movies on demand, Music on Demand, Education, TV over IP, Broadcast TV, digitale Photoalbum, MP3 Player etc. Target user group is the young, upwardly mobile affluent Korean family. The visual design process was two folded 1: Understanding Samsung‘s design philosophy

17. Samsung's Cygnus User Interface: Design of the User Interface of Cygnus, Samsung’s interactive HDTVplatform, the intelligent home theatre system for the Korean market. Samsung’s Cygnus is high speed Internet service to your TV combining a variety of media needs such as DVR (TIVO), Web TV, Movies on demand, Music on Demand, Education, TV over IP, Broadcast TV, digitale Photoalbum, MP3 Player etc. Target user group is the young, upwardly mobile affluent Korean family. The visual design process was two folded 1: Understanding Samsung‘s design philosophy 2: Understanding the competitve environment - defining differenciating factors

18. Samsung's Cygnus User Interface: Design of the User Interface of Cygnus, Samsung’s interactive HDTVplatform, the intelligent home theatre system for the Korean market. Samsung’s Cygnus is high speed Internet service to your TV combining a variety of media needs such as DVR (TIVO), Web TV, Movies on demand, Music on Demand, Education, TV over IP, Broadcast TV, digitale Photoalbum, MP3 Player etc. Target user group is the young, upwardly mobile affluent Korean family. Regarding Samsung‘s design philosophy ...two main characteristics: - Premium - Simplicity with resonance (balance of reason and feeling)

19. Samsung's Cygnus User Interface: Design of the User Interface of Cygnus, Samsung’s interactive HDTVplatform, the intelligent home theatre system for the Korean market. Samsung’s Cygnus is high speed Internet service to your TV combining a variety of media needs such as DVR (TIVO), Web TV, Movies on demand, Music on Demand, Education, TV over IP, Broadcast TV, digitale Photoalbum, MP3 Player etc. Target user group is the young, upwardly mobile affluent Korean family. How do „Premium“ and „Simplicity with resonance“ look and feel like? Step 1: Three characteristics of a premium product

20. Samsung's Cygnus User Interface: Design of the User Interface of Cygnus, Samsung’s interactive HDTVplatform, the intelligent home theatre system for the Korean market. Samsung’s Cygnus is high speed Internet service to your TV combining a variety of media needs such as DVR (TIVO), Web TV, Movies on demand, Music on Demand, Education, TV over IP, Broadcast TV, digitale Photoalbum, MP3 Player etc. Target user group is the young, upwardly mobile affluent Korean family. How do „Premium“ and „Simplicity with resonance“ look and feel like? Exclusivity status limited edition service Artistry precision emotion detailing Materiality preciousness expression functionality

21. Samsung's Cygnus User Interface: Design of the User Interface of Cygnus, Samsung’s interactive HDTVplatform, the intelligent home theatre system for the Korean market. Samsung’s Cygnus is high speed Internet service to your TV combining a variety of media needs such as DVR (TIVO), Web TV, Movies on demand, Music on Demand, Education, TV over IP, Broadcast TV, digitale Photoalbum, MP3 Player etc. Target user group is the young, upwardly mobile affluent Korean family. How do „Premium“ and „Simplicity with resonance“ look and feel like? Step 2: Three moodboards, each emphasizing a different characteristic of a premium product

22. Three flavors of premium

23. Samsung's Cygnus User Interface: Design of the User Interface of Cygnus, Samsung’s interactive HDTVplatform, the intelligent home theatre system for the Korean market. Samsung’s Cygnus is high speed Internet service to your TV combining a variety of media needs such as DVR (TIVO), Web TV, Movies on demand, Music on Demand, Education, TV over IP, Broadcast TV, digitale Photoalbum, MP3 Player etc. Target user group is the young, upwardly mobile affluent Korean family. Understanding the competitive environment

24. Samsung's Cygnus User Interface: Design of the User Interface of Cygnus, Samsung’s interactive HDTVplatform, the intelligent home theatre system for the Korean market. Samsung’s Cygnus is high speed Internet service to your TV combining a variety of media needs such as DVR (TIVO), Web TV, Movies on demand, Music on Demand, Education, TV over IP, Broadcast TV, digitale Photoalbum, MP3 Player etc. Target user group is the young, upwardly mobile affluent Korean family. Understanding the competitive environment Composing pimary, secundary colors and highlight colors in a schematic color palette Observation Nearly all palettes are of dark colors Blue is widely used as primary color Yellow is often used as contrasting color Conclusion Cygnus could differentiate by using a light color palette instead Cygnus’ primary color should not be blue (blue belongs to old technology NTSC world)

25. Samsung's Cygnus User Interface: Design of the User Interface of Cygnus, Samsung’s interactive HDTVplatform, the intelligent home theatre system for the Korean market. Samsung’s Cygnus is high speed Internet service to your TV combining a variety of media needs such as DVR (TIVO), Web TV, Movies on demand, Music on Demand, Education, TV over IP, Broadcast TV, digitale Photoalbum, MP3 Player etc. Target user group is the young, upwardly mobile affluent Korean family. Understanding the competitive environment Observation Dark and muted colors predominate Conclusion Cygnus could differentiate by using rather bright and saturated colors. Color impression

26. Samsung's Cygnus User Interface: Design of the User Interface of Cygnus, Samsung’s interactive HDTVplatform, the intelligent home theatre system for the Korean market. Samsung’s Cygnus is high speed Internet service to your TV combining a variety of media needs such as DVR (TIVO), Web TV, Movies on demand, Music on Demand, Education, TV over IP, Broadcast TV, digitale Photoalbum, MP3 Player etc. Target user group is the young, upwardly mobile affluent Korean family. Understanding the competitive environment Type treatment Observation Reversed or negative type is used in most instances Capital lettering occurs frequently in headers Conclusion Cygnus could differentiate by using positive type

27. Samsung's Cygnus User Interface: Design of the User Interface of Cygnus, Samsung’s interactive HDTVplatform, the intelligent home theatre system for the Korean market. Samsung’s Cygnus is high speed Internet service to your TV combining a variety of media needs such as DVR (TIVO), Web TV, Movies on demand, Music on Demand, Education, TV over IP, Broadcast TV, digitale Photoalbum, MP3 Player etc. Target user group is the young, upwardly mobile affluent Korean family. Understanding the competitive environment Composition & Translucency Observation Several GUIs are purely opaque Media Center and Tivo have good balance between floating and bleeding elements Conclusion Transparency would be beneficial to Cygnus’ general orientation.

28. Samsung's Cygnus User Interface: Design of the User Interface of Cygnus, Samsung’s interactive HDTVplatform, the intelligent home theatre system for the Korean market. Samsung’s Cygnus is high speed Internet service to your TV combining a variety of media needs such as DVR (TIVO), Web TV, Movies on demand, Music on Demand, Education, TV over IP, Broadcast TV, digitale Photoalbum, MP3 Player etc. Target user group is the young, upwardly mobile affluent Korean family. Understanding the competitive environment Branding & Motion Observation Predominantly functional appearances Brand expressed through movementis most exciting Conclusion Cygnus’ potential lies in the field of motion/ motion behavior in respect to the brand

29. Samsung's Cygnus User Interface: Design of the User Interface of Cygnus, Samsung’s interactive HDTVplatform, the intelligent home theatre system for the Korean market. Samsung’s Cygnus is high speed Internet service to your TV combining a variety of media needs such as DVR (TIVO), Web TV, Movies on demand, Music on Demand, Education, TV over IP, Broadcast TV, digitale Photoalbum, MP3 Player etc. Target user group is the young, upwardly mobile affluent Korean family. Understanding the competitive environment motion studies: exploring metaphors for motion of guides flipping unfolding turning/rotating transforming

30. Samsung's Cygnus User Interface: Design of the User Interface of Cygnus, Samsung’s interactive HDTVplatform, the intelligent home theatre system for the Korean market. Samsung’s Cygnus is high speed Internet service to your TV combining a variety of media needs such as DVR (TIVO), Web TV, Movies on demand, Music on Demand, Education, TV over IP, Broadcast TV, digitale Photoalbum, MP3 Player etc. Target user group is the young, upwardly mobile affluent Korean family. Understanding the competitive environment Overall visual impression Observation Cygnus’ visual area intersects with Media Center and Tivo (feeling), PSX (simplicity), and Sky+ (reason) Conclusion Cygnus has to be exciting, original and attractive Samsung design guidelines apply: “ Balance of reason and feeling” “ Simplicity with resonance”