Samsung brought us in to shape the UX visual look and feel for Bixby 2.0 — the assistant that lives across mobile and home devices. Bixby is always learning from you, the cloud, and its environment, so we built the core idea around a simple visual metaphor: bringing order (defined edge) to **ambiguity (blurred edges).

We treated Bixby as a presence that floats just above everyday life — elegantly appearing when needed and disappearing when not — and designed a language that balances humanity and tactility with the marvel of the technology. The system was structured around four key interaction states: Listening, Streaming, Processing, and Results, creating a consistent, comforting rhythm for voice-led experiences.

Rolled out across millions of daily interactions (installed on 10+ million devices at the time), the work helped define Bixby’s character at scale — extending beyond phones into Samsung’s wider ecosystem of smart devices, and supported through continuous iteration alongside Samsung’s internal design team.