Team
Technology
Project Name
Tech Bank Client
Isometric Infographics: A Pivotal Element in Your Rebranding Journey!
OVERVIEW
Redefining Mobile Gaming Through Instant, Cloud-Powered Experiences
As both UX designer and PM — proposing features, analyzing user research, creating wireframes, and collaborating with global teams across the project.
Samsung Gaming Hub
Samsung UX team
February 2022 – August 2023; Rolling out, launched in the U.S.
PROBLEM
Google Play Dominated Mobile Game Discovery Structure
Most mobile gamers rely on Google Play to discover games, but the platform mainly surfaces popular or algorithm-based titles.
As a result, it’s difficult for users to find fresh, creative, or indie games that match their personal interests.
Cloud Gaming Market Growth
The mobile cloud gaming market is rapidly expanding, led by key players like Netflix, Xbox Cloud Gaming, NVIDIA GeForce NOW, and Amazon Luna.
Especially in the Android ecosystem, streaming-based game access is becoming increasingly common and expected.
Gaming Hub leveraged this momentum to deliver lightweight cloud games and trial-based streaming, creating a unique discovery and play experience for casual mobile gamers.
USER RESEARCH INSIGHTS
This research aimed to clearly define the why behind the Mobile Gaming Hub concept— not just to explore gaming behaviors, but to identify what specific needs cloud gaming could solve for mobile users.
Objectives
Validate interest in the Mobile Gaming Hub concept
Understand daily mobile gaming behaviors
Identify storage and installation pain points
Explore perceptions of cloud gaming solutions
Gather UX insights to guide design and features
Responders
976
All Samsung Smartphone Mobile Gamers in USA
13-59
Ages
51%
Female
48%
male
Amount of Time Played on Average
Where do You Play Mobile Games
I am constantly searching through my apps to find the game I want
when I download too many games it makes my phone slow and acts up
I always have low storage so I have to pick and choose games I need to delete and most of the time I really don't want to delete any
High-end games overheat my device and drain my battery
Solutions
"No more worrying about storage space."
"Play the latest games without upgrading your device."
"No more overheating or battery drain."
"Enjoy gaming without waiting for downloads and updates."
"Access high-end games without high-end hardware."
SAMSUNG GAMING HUB - CONCEPT PLANNING
Background
The Mobile Gaming Hub was designed to eliminate the friction of traditional mobile gaming, such as lengthy installations, updates, and storage limitations.
Our goal was to create an Instant Play environment, allowing users to jump straight into games without delays — particularly suited for short breaks (Break Time).
Vision
More than just a launcher, the service aims to become a central hub for gaming content during everyday moments, integrating lightweight cloud games with curated media and community experiences.
Seamless Cloud Gaming Experience
Enable immediate access to games with no downloads, storage needs, or setup friction.
Optimized for Break-Time Sessions
Provide quick, snackable gaming experiences perfect for 5–10 minute sessions.
Reduce Discovery Fatigue
Use personalized game recommendations based on play history and genre preferences.
Smooth and Cohesive Play Flow
Features like Resume Play, Recent Games, and SSO login streamline the game experience.
Grow Beyond a Launcher
Expand Game Launcher into a holistic content hub that includes game streaming, highlights, and community features — addressing the entire mobile gaming lifestyle.
TARGET AUDIENCE
Galaxy Gamers 58%
Gaming Hub Users 12%
PERSONA - USER SCENARIO
Alex – Office Worker / Break-Time Gamer
“I just want to jump into a game without all the waiting.”
Age / Gender | 34 / Male |
Device | Galaxy S22 Ultra |
Habit | Plays mobile games briefly during commute (under 20 minutes) |
Pain Point | Annoyed by installation/updates, hesitant to try new games |
Needs | Instant-playable games, hassle-free experiences |
Launch App
Open Gaming Hub while commuting on the bus
Discover Game
Scroll to find an “Instant Play” recommended title
Tap & Play
Click to start game instantly via cloud (no install)
End Natually
Game ends after a short session — no pressure
Get Recommendations
Receives personalized suggestions next time
Sophia – Explorer-Type Gamer / Content Experience Seeker
“Let me try it first—I'll decide if it's worth installing.”
Age / Gender | 27 / Female |
Device | Galaxy Z Flip |
Habit | Frequently tries different genres briefly |
Pain Point | Uncertain about games before installation, hesitant to try |
Needs | Lightweight, fast access UX for trying games before downloading |
Launch App
Open Gaming Hub while spending time at a cafe
Discover Game
Scroll through "New Recommendations" to find a game
Try Instantly
Tap the "Try Now" button to play via cloud streaming
Quick Trial Session
Play for about 5 minutes to explore the game
Install if Enjoyed
Decide to install and continue playing without losing progress
USER FLOW
From Discovery to Play – Building a Seamless Experience
The ideal user flow is designed to get players into the game quickly, without the hassle of downloads, installations, or app store visits, providing a seamless and frustration-free gaming experience.
WIREFRAME
Play Focused
Decrease the barriers to playing a game. Get users into game play quickly
Frictionless
Allow users to jump in and out of games with as little friction as possible
Easy Discovery
Provide users with an interesting way of interacting with diverse gaming content
