Samsung Electronics Co. Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies. Recognized as one of the fastest growing global brands, Samsung Electronics is the world’s largest producer of color TVs, memory chips, TFT-LCDs, and the second largest producer of mobile phone. In this workshop, we’ll share with the attendees our experience and lessons learned from user experience research /design /management for Samsung DA products and consumer electronics.