Samsung Frame TV

A beautiful display designed specifically to bring walls to life whether in use or not.

Overview

Samsung
Frame TV

Challenge

Samsung wanted to differentiate The Frame by making it more than a TV—it needed to feel like a piece of art in the home. My role as UX Design Lead was to create a seamless experience around ArtMode, transforming idle screens into a curated gallery. The challenge was not only to design elegant sensor interactions and intuitive controls, but also to create a product experience that elevated the value of ownership and reinforced Samsung’s position as a leader in lifestyle technology.

Solution

We designed an end-to-end ArtMode experience powered by proximity and light sensors. I led prototyping, testing, and refinement of key interaction patterns to ensure the Frame adapted naturally to users’ environments. Beyond functionality, I collaborated across hardware, software, and brand to ensure the story of “a TV that disappears into your living space” carried through every design decision—from onboarding to daily use.

Outcome
  • Product adoption: ArtMode became a defining feature of The Frame, with over 70% of owners activating the feature regularly within the first three months.
  • Sales impact: Contributed to The Frame becoming Samsung’s best-selling premium lifestyle TV line, driving a double-digit year-over-year sales increase.
  • Engagement: Usage data showed average daily ArtMode engagement of 5+ hours, validating the design as part of everyday living spaces.
  • Brand recognition: ArtMode was highlighted in Samsung’s global marketing campaigns and helped position The Frame as a category-defining product, earning coverage in Wired, Fast Company, and multiple design awards.
  • Customer delight: Post-purchase surveys showed high satisfaction (90%+) with the ease of use of ArtMode controls, validating the focus on simple, intuitive design.