Late 2024. The brief arrived at Samsung Design Delhi as a single provocation: find AI-driven consumer experiences for South & South-West Asian markets. No brief. No defined problem. No predefined solution space.
Just access to the most personal data layer in the industry — the Personal Device Engine (PDE), Samsung's on-device AI that builds personal context entirely on the device using , no cloud required — and a mandate to find what it should actually do.
That kind of open brief is exciting and terrifying in equal measure. The freedom is real.
So is the risk of spending months solving the wrong problem.
Project Lead, Strategy, Cross-Functional Collaboration
Research & Synthesis, Wireframing & protoyping, Final UX Guide creation, POC Video craetion
3 Designers, Developement, Marketing, Business
Nov 24 - Ongoing
Cab booking Automation (Powered by Gemini) — Live on Samsung flagship devices
South Asian users aren't short on apps. They're short on coherence.
Every service works. Nothing connects. The coordination burden, across commutes, across devices, across the fragmented moments of a day — falls entirely on the user.
Which part of that burden is most urgent to solve for first?
We started by mapping what users were actually doing with their devices, not what Samsung thought they needed, but what daily life was demanding.
Secondary research across industry reports and Samsung's internal user research surfaced three behavioral patterns among the users:
Mega Productivity Users were productivising at speed ,stacking Swiggy, Blinkit, Zepto, Urban Company across a single hour.
The friction wasn't access. It was coordination across a fragmented ecosystem.
90% of Indian consumers prefer a single app to access digital services. The market was already signalling a desire for consolidation.
— Accenture, 2024
40% of Indians already using AI on mobile for contextual queries ,travel, weather, local conditions.
The expectation of ambient, glanceable intelligence was forming before the technology was ready to deliver it.
The research made one thing clear: the opportunity wasn't at the app level. What was missing was the intelligence layer above the apps.
That reframing changed everything. We decided to ideate at the ecosystem and agentic OS level — not designing features for a single device, but designing intelligence that moves across the entire Galaxy ecosystem as a unified system.
To do that, we first had to understand what the ecosystem actually was.
Before ideating, we studied every device in the Galaxy portfolio, not by spec, but by presence:
When is each device in the user's hand, on their body, in their peripheral attention?
What does each surface see that the others don't?
Where does context live, and where does it get lost?
If the intelligence needed to be omnipresent — available at every moment without demanding attention — it needed a channel that was already omnipresent.
Now Brief already was. Present across the entire Galaxy system , from Always-on Display to lock screen to home screen to its own independent app, it wasn't a new surface to build.
It was an existing thread through every moment of the user's day, waiting to carry something meaningful.
If the intelligence needed to be omnipresent — available at every moment without demanding attention — it needed a channel that was already omnipresent.
Now Brief already was. Present across the entire Galaxy system , from Always-on Display to lock screen to home screen to its own independent app, it wasn't a new surface to build.
It was an existing thread through every moment of the user's day, waiting to carry something meaningful.
Four pillars. Dozens of possible directions. We applied the Kano Model to cut without guessing — mapping every concept against two questions:
How much does it satisfy when present?
How much does it frustrate when absent?
80% of the working professional say, commute affects their daily productivity
-Linkedin Workforce Report 2024
61% increase in adoption of smart personal devices in 2025, compared to 23% in 2023
-Techarc, India Connected Consumers , 2025
Emerging aggregator apps leverage users behavior of comparing prices, wait times
81% Indian professionals check work emails/ messages during commute
With QR codes and e-tickets usually scanned in mobile devices - delayed check-in processes as phones are tucked away in pockets for hands-free Convenience
Commute intelligence is key to a seamless, stress-free, and time-efficient mobility experience
Commute Intelligence that leverages Now Brief and Now Bar for a seamless, stress-free and time-efficient mobility experience.
⚡ THE TWIST In the same meeting, we learned two things that changed the scope entirely.
A partnership with Google Gemini was underway.
And Uber was in conversation as a potential integration partner for cab booking.
We were directed to develop deeper visual explorations specifically around the cab booking experience — the most tangible, demonstrable use case for both the Google and Uber partnerships.
Broad ecosystem ideation had served its purpose. Now the work needed to prove something specific.
"We are swapping clubs for couches.
For me and my friends, it’s comfort and camaraderie for us. We are looking forward to chilling out together and having a great time."
-Times of India, 2025
201% Surge
According to data from Blinkit and Swiggy Instamart, the evening saw a surge in demand for snacks, beverages, and other party essentials, reflecting a nationwide trend of home celebrations
-Economic Times
3P dependency for party co-ordination and planning - 50% of monthly budget have been spent on packaged food & food delivery services.
73% of millennlals are willing to spend more on experiences than on physical things.
Over 60% of young Indians now believe digital validation is more important than the conventional social acceptance mechanisms.
Delloitte,2024
Beautiful, intelligent invitations that automatically manage guest lists, entry access, timing, preferences, and event logistics—reducing planning effort before the celebration even begins.
Guest preferences seamlessly sync across lighting, music, temperature, and displays to create a welcoming atmosphere that feels personal—without manual setup.
AI-generated visuals and lighting dynamically sync with music and mood across TVs, lights, and speakers—transforming living spaces into immersive party zones.
Extending Now Brief rather than building a new surface. The architecture proved flexible enough to survive HQ recontextualising it into markets we hadn't originally designed for.
Formalise the localisation handoff before HQ moves a feature to new markets. Cultural assumptions need documentation, not just good design.
AI experiences don't earn trust through capability. They earn it through restraint — knowing when to surface, when to stay silent, when to put the user unambiguously in control. This project is where I learned that.
