Now more than ever, consumers want the power to make their products their own. From fresh colors to a personalized UX, they crave customization in all aspects of their mobile experience. That’s because today’s consumers are versatile. They move seamlessly between lifestyles and identities – work and play, home and office – and they want their technology to reflect their unique personality.

That’s why Samsung created the Galaxy Z Flip3 Bespoke Edition, a unique color customization experience for Galaxy smartphones that allows users to design their own Galaxy device.

Recognizing that one size doesn’t fit everyone, the Galaxy Z Flip3 Bespoke Edition allows users to choose from 49 color and frame combinations for their device, along with special Bespoke wallpapers. Whether you prefer a sleek and sleek look or something bold and bright, the Galaxy Z Flip3 Bespoke Edition lets you build a device that matches your personality.

Samsung Newsroom sat down with the Samsung design team to discuss what exactly goes into making a custom smartphone. Read on to learn more about the design process behind one of Samsung’s most ambitious smartphone initiatives yet.

Q. Why did Samsung decide to make the Galaxy Z Flip3 Bespoke Edition?

The idea came about when we noticed a trend of customization in all aspects of society. From luxury items to everyday sneakers, we’ve noticed that consumers are looking for products that they can customize to their own taste and style. Now more than ever, consumers want the opportunity to express their individuality. With that in mind, we felt the timing was right for a device that users can really make their own.

For the past year, Samsung Galaxy has been committed to openness – a commitment to creating technologies that help our users eliminate boundaries in their lives. We believe that technology should reflect the individuality of each customer, especially the mobile devices that users spend the most time with. We wanted to create a device designed both inside and out to allow users to express themselves.

The Galaxy Z Flip3 was a perfect fit as users were already connecting with the Galaxy Z Flip series in creative ways. Since the launch of the first edition, we have seen an increase in custom cases, device skins and accessories. We saw that desire for customization and took it a step further with the Bespoke Edition.

— Hye Jin Bang, CMF Group Principal Designer, Mobile Communications Business, Samsung Electronics

Q. What is the theme driving the design of the Galaxy Z Flip3 Bespoke Edition?

The Galaxy Z Flip3 Bespoke Edition is driven by the idea of ​​’Celebrating Escape’.

Due to the difficulties of the pandemic, online exhibitions, performances and festivals have become the only available outlet for people to escape their daily frustrations. In these challenging times, we wanted to provide our customers with a unique mobile experience – one that allows them to escape the uncertainty of our world by giving them a chance to shine and express themselves. The Bespoke Edition breaks industry standards as operations are typically built to handle mass production rather than personalization. In this case, we wanted to move away from the tried-and-true colors that dominate smartphones and move into shades that stand out.

— Hyun Sook Kim, CMF Group Principal Designer, Mobile Communications Business, Samsung Electronics

Q. Did you have a specific user in mind when designing the Galaxy Z Flip3 Bespoke Edition?

The Galaxy Z Flip3 Bespoke Edition is built to appeal to more than one type of person. In fact, every Galaxy Z Flip3 Bespoke Edition is made to order, designed by you to suit your unique taste. We didn’t have a specific user in mind. Instead, we’ve embraced the unique, multidimensional lives of our consumers by providing them with a personalized mobile experience.

Each of us belongs to different groups and identities, and we move smoothly between them. This is especially true for younger generations, who recognize that it is normal to belong to these different groups. They want brands that accept a wide range of experiences and preferences.

We wanted to create a device that reflects this reality and allows users to express their identity in a way that feels authentic to them.

— Hyun Sook Kim, CMF Group Principal Designer, Mobile Communications Business, Samsung Electronics

Q. How did you choose the colors for the Galaxy Z Flip3 Bespoke Edition?

The color selection process was done in three phases: definition of the color concept, color selection and post-launch assessment.

During the first phase, we collaborated with several teams at Samsung, as well as global color experts and trend specialists, to gather insights on consumer preferences and global Color Material Finish (CMF) trends. After this in-depth research, we developed a general color concept for the Bespoke Edition and called it ‘Celebrating Escape’. Celebrating Escape is all about breaking industry standards. We, as a design team, wanted our customers to really enjoy this turnkey experience and pursue uniqueness through bright and expressive colors.

In the next phase, we set up a color pool based on our research, which we ultimately narrowed down to the final selection. In the beginning we had a wide spectrum of colors to choose from, so we started the long process of refining our pool. To round out five color options for the Bespoke Edition, we went through numerous internal investigations. We have paid special attention to our millennial and Gen Z employees. In one case, for example, our top management was not convinced about the yellow color option, as this was not common in the mobile industry. But our internal research results showed a high affinity for yellow among Millennial and Gen Z workers, so we’ve included it in our last five color options.

The final stage in our color development process is post-launch assessment and validation. We are now at this stage for the Galaxy Z Flip3 Bespoke Edition, assessing customer feedback and sales results. Data collected from this research and analysis will be used for future products.

— Hye Jin Bang, CMF Group Principal Designer, Mobile Communications Business, Samsung Electronics

Q. Why did Samsung choose only five colors for the Bespoke Edition?

Selecting the number of color options was a delicate process. We made our final decision while taking into account the paradox of choice, a popular psychological theory that holds that an abundance of options requires more effort when making decisions. We didn’t want our customers to feel overwhelmed by too many color options.

As for myself, our team has experimented with our color pool and performed over 1280 simulations to determine the best colors. It was a really difficult process, but we ended up with a final selection of two frames and five color options that complement each other perfectly, regardless of the combination.

— Hyun Sook Kim, CMF Group Principal Designer, Mobile Communications Business, Samsung Electronics

Q. How is the design of the Bespoke Edition different from the standard Galaxy Z Flip3?

The main distinction of the Galaxy Z Flip3 Bespoke Edition is the pursuit of uniqueness through color. While the standard Galaxy Z Flip3 uses colors that will satisfy most people and emphasizes a simple tone-on-tone composition with metal frames, the Galaxy Z Flip3 Bespoke Edition is designed to help our users break the mold and pursue more unique combinations with bright and expressive colors.

In addition to the customizable color options, the Galaxy Z Flip3 Bespoke Edition also comes in a special edition packaging that includes a Bespoke Edition wallpaper and Cover Screen background that match the colors of the device for a fully coordinated look.

— Hyun Sook Kim, CMF Group Principal Designer, Mobile Communications Business, Samsung Electronics

Q. What is the most popular color for the Galaxy Z Flip3 Bespoke Edition so far?

Worldwide, white on both sides with a silver frame is the most popular option. Many also choose pink for both sides with a black frame. In the US, however, the yellow-blue combination with silver frames is currently the most popular choice. We love seeing which variants become more popular in different regions and how consumers are attracted to different combinations. It confirms why we offer the Bespoke Edition in the first place.

— Hyun Sook Kim, CMF Group Principal Designer, Mobile Communications Business, Samsung Electronics

This post [Design Story] Behind the design of the Galaxy Z Flip3 Bespoke Edition – Samsung Global Newsroom

was original published at “https://news.samsung.com/global/design-story-behind-the-design-of-the-galaxy-z-flip3-bespoke-edition?utm_source=rss&utm_medium=direct”