"Technology Development Driven by User Experience" Samsung Research Establishes E&I Lab

Federico Casaleno, Executive Vice President and Head of Samsung Research E&I Lab (Photo by Samsung Electronics Newsroom)

[Asia Economy Reporter Hyunjin Jeong] Samsung Electronics' set division advanced research and development organization, Samsung Research, announced on the 11th that it has recently established the E&I (Experience and Insight) Lab as part of efforts to redefine the direction of future technologies.

Federico Casalengo, the inaugural lab head and executive vice president, wrote in a contribution posted on Samsung Electronics Newsroom on the same day, "Samsung Electronics has been seeking a 'new path' to find technologies that contribute to a better daily life beyond product development, focusing not on the advancement of technology itself but on how technology can solve real-life problems," adding, "The E&I Lab will explore new paths regarding technology, experience, and design."

The E&I Lab has offices in Seoul, San Francisco, USA, and Milan, Italy, and will research what global consumers want and reflect this in the early stages of technology development. Focusing on creating user experiences, it identifies what customers want based on consumer behavior and lifestyle and designs solutions to satisfy these needs. This requires a paradigm shift that places emphasis on experience rather than technology.

Executive Vice President Federico said, "We believe that the best technology comes from a deep understanding of why people need a particular technology. For example, consumers do not simply want a camera but an experience of capturing and sharing precious moments," emphasizing, "Only when we proactively find what people truly need and what can genuinely help them, and technology can provide that answer, should we embark on technology development."

The E&I Lab will work closely with Samsung Research's existing advanced research and development organizations to rapidly promote research and development that can provide new consumer experiences. The E&I Lab has deployed a large number of experts in planning, services, data analysis from Samsung Research, and design and user experience (UX) experts from the Design Management Center. Executive Vice President Federico stated, "We plan to continue recruiting outstanding talent related to this field in the future."