While leading the IDEO Shanghai studio we developed a cornerstone Chinese electronics client, TCL, the #2 domestic brand in China at the time. They also owned the RCA brand in North America.

Samsung was a clear design and technology leader in the category, so they asked IDEO to help reboot their product design language starting with their first FHD offering at 52” which launched as the premium X9.

We loved the X9’s new disappearing connector tray allowing you to easily and quickly attach devices (camera and laptops at the time) when you need them but conceal the connectors when not. The stand also provided a tidy tray to store your camera or phone or remote control.

We also included a sliding up & down camera accessory from the top edge of the TV to integrate video calling. Like the connector tray, this went out of sight when not in use with physical camera security for privacy concerns.

After the initial full-cycle initial engagement (taking their new flagship program from user research, to concept, to prototype, and through tooling and nationwide launch in China.

IDEO Shanghai +TCL continued to be expand the partnership into a multi-year roadmap of connected TV products with HW, SW and Connected Services product design strategies and offerings.