LG OPTIMUS UI 4.0

Designing Features and Applications from Ground Up (Mar 2012 - Oct 2012)
Role: UX Lead
Team members: 2-3 UX Designers
Professional Work at LG Electronics

Project Brief

LG Electronics introduced the Android UI platform called Optimus UI to the market in 2010. The goal of this project was to develop and deliver unique concepts and features for the next version of Optimus UI platform. At the end of the project, 15 UI applications and features were selected to be in LG smartphone models from September 2013.

The Problem

"We need to identify our own competitive advantage, and give unique user experience on LG smartphones."

The Approach

Before diving into the design phase, my team proposed a short workshop to identify the LG brand and define the design direction. Here we collaborated with a design agency in Toronto, to help come up with a non-biased research and solution for the LG brand. First we benchmarked Android based competitors; then defined how LG can differentiate, brainstorming on brand positioning; and finally decided on the UX pillars we needed to focus on, based on the current trend or areas we were lacking in.

Design Process

In the concept development stage, we performed a design workshop for a week. Various needs were identified and people worked together to quickly sketch out solutions for these needs. There were 50 initial concepts, which were filtered down to 17 core concepts. These concepts were designed and tested on 25 users in San Francisco for 5 days. With final refinements, these concepts were presented to the Top Managers, resulting 15 concepts being approved for software implementation.

Optimus Design

In collaboration with a design agency, we performed ideation workshops for a week to come up with design solutions to everyday problems.

The insights or problems were grouped to create 50 quick low-fidelity wireframes.

UI concepts were filtered with UX managers, based on the newly proposed brand identity and UX pillars.

Main wireframes and userflow with visual elements were made to be developed for On-device prototype.

User testing was planned and performed to find out overall user satisfaction, ease-of-use, and their frequency of use.

UI Packaging

After the approval, 15 features and applications were packaged in a presentation to be shown to US and European network carriers. This helped make stronger partnership and made the features more critical depending on the carrier's response.

The Launch

Optimus UI 4.0 was first launched in the LG G2 model in September 2013.
In G2, the following UI features were the deliverables from this project, with others still in the process of implementation for future models:

Region:
Global, U.S., Canada, Latin America, South Korea, Japan

Press:
GSM Arena: http://www.gsmarena.com/lg_g2-review-982p4.php
CNET: http://www.cnet.com/products/lg-g2-smartphone/
Tech Radar: http://www.techradar.com/reviews/phones/mobile-phones/lg-g2-1171025/review
Techno Buffalo: http://www.technobuffalo.com/2014/01/28/lg-opens-its-qslide-feature-to-third-party-apps-with-new-sdk/
Engadget: http://www.engadget.com/2013/09/09/lg-g2-review/

Patents:
Life Stream1: Mobile terminal and control method thereof
Life Stream2: Mobile terminal and controlling method thereof
Split Screen: Mobile terminal and controlling method thereof
Slide Aside: Mobile terminal and control method thereof
Screen Record: Mobile terminal and method of controlling the same

Project Insight:
"People care about details that can improve their everyday activities"