Samsung Electronics is one of the most big electronics products manufactures around world. In this speech, we’d like to give the audience a brief introduction on the design management of Samsung Electronics. By comparing the design philosophy of China, Japan and Korea, we would detail explain Samsung Electronics’ practice and thoughts at the field of design research, user experience and product design, based on the cornerstone of “user-centered”. Moreover, we will describe an emotional journey of design, from design planning, user research, to product design - a true story of best practice on design. [Touch Messenger, Touch Sight - IDEA Gold Award 2006, and 2008]