Samsung Galaxy Watch 4
Problem
In a category obsessed with packing devices with specs and complex features, technology has outpaced human usability. Smartwatches are becoming increasingly powerful, yet they remain cold, complicated and incredibly hard to love.
Background
With smartwatch technology evolving fast, the challenge was to pack more capability into a small screen without overwhelming the user. Samsung designed a wearable experience without compromise.
Ambition
The goal was simple yet transformative: to turn a device defined by cold utility into an intuitive, vibrant companion that users love to explore and interact with every day.
IDEA The new Galaxy Watch 4
Over five weeks of rapid, daily collaboration with Samsung's Seoul team, we developed 10 UI concepts, resulting in a final visual direction named Spacial. This new language blends 2D design with 3D animation, featuring a simplified navigation system that lets users glide through everyday tasks. The tactile experience includes reactive health animations for tracking biometrics, alongside nine custom-designed watch faces, ranging from 3D abstract art to a meditation timer.
Born to bring visual delight to the wrist.
Role
Research and opportunity framing
Audited the smartwatch category to find where over-complexity hurt usability, revealing a gap for Samsung to lead.
Concept development
Ran five weeks of rapid prototyping with Samsung’s product team, creating 10 UI concepts that pushed the limits of what the watch could do.
Visual direction and naming
Created Spacial, a new visual style blending 2D and 3D design. It balances simplicity and tactility while staying true to the Samsung brand.
Interface and navigation design
Redesigned the core navigation so users can move fluidly through the watch, making everyday tasks faster and easier.
Watch face design
Designed nine custom watch faces, ranging from Chinese zodiac illustrations to 3D art and a meditation timer, each optimised for the screen's native bright display.
Motion and animation design
Created animations that react to the user’s health data, making biometrics like heart rate and stress feel alive rather than just numbers on a screen.
“We did not just work with AKQA. We’ve discovered many seeds of inspiration and I’m confident we will see more fruits from our discovery in the future.”
Result
Designed for maximum clarity and visual joy, the connected design system seamlessly integrated into Samsung’s OneUI watch interface. By blending a consistent circular grid with vibrant, display-optimised colours, the project not only shaped the final product experience but also earned critical acclaim.
Nominee
Best Visual Design
Nominee
Connected Product
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