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UX - User Experience

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Entrant: Cheil Spain, Spain
Brand: Samsung
Title: "Impulse"
Corporate Name of Client: Samsung Electronics Iberia
Client Company: Samsung, Madrid
Chief Marketing Officer: Alfonso Fernández
Client Marketing Director: Elena Fernández
Agency: Cheil Spain, Madrid
Agency Chief Executive Officer: Kelly Kim
Executive Creative Director: Alejandro Di Trolio
Creative Directors: Jaime Azurmendi/Eduardo Vea Keating
Creative Director - Art: Jaime Azurmendi
Creative Director - Copy: Eduardo Vea Keating
Senior Copywriters: Markel Otsoa de Etxaguen/Andrea Hernando
Copywriters: Adriana Hernández/Julen Borge/Jana Nuñez
Senior Art Directors: Jessika De Freitas/Lorena Velázquez/Andrea Pissarro
Art Directors: Natalia Otra/Aitor Carreira/Myriam Cuervo
Art Supervisor: Estanislao Bollain
Agency Producers: Alberto Sanchez/Maria Jimenez
Agency Editors: Jose Luis Mancilla/Miriam Perez/Jesus Davila
Agency Group Account Director: Fabio Puglia
Agency Senior Account Director: Lucas Vilela
Agency Account Director: Claudio Segundo
Agency Account Team: Irini Sfirakis
Digital Company: Acid Tango, Spain
Digital Technical Developer: Juan F. Nogueras
Digital Designer: Juan Gutierrez
Production Company: Somos5, Spain
Director: Alfredo Lobo

Description:
Context: In Spain, up to 1% of the population has speech-related problems. The treatment is not covered by social security, and the cost of each session is around 50€, an unaffordable cost for many.

Even families with resources face issues, as waiting lists in private healthcare are long.

Problem: How can we use technology to boost a discipline that has been applying the same methods for decades, making a minority treatment accessible to many more people and bringing it from the doctor's office to the real world?

Objective: Democratize, through a device as popular as the Samsung Galaxy Watch, a therapy available to few, helping to streamline waiting lists and speed up treatment for speech difficulties.

Creative Idea: Impulse is a haptic speech therapy to help people with speech disorders. This AI application for Galaxy Watch and Android devices uses a Natural Language Processing algorithm to translate words into rhythmic vibrations.

This invisible and inaudible support on the wrist helps synchronize the brain with the mouth, facilitating communication.

The app provides voice assistance, an AI speech coach, and rhythm and tone exercises, helping users in their daily communication with confidence and autonomy.

User Experience in H&W Craft: Impulse is an innovative digital speech therapy app designed for multi-devices, including the Galaxy Watch. Developed for individuals with speech disorders, it acts as a discreet, on-the-go therapist.

Tested for over 6 months by an international medical team (Speech Care) on individuals with various speech pathologies, the app received a user rating of 4.5/5. Compatible with Android phones and tablets (version ≥10) and Galaxy Watch, Impulse offers a seamless experience across devices.

The interface, optimized for small screens, uses universally understandable icons and vibrant colors to minimize steps and enhance user engagement.

Execution: After thorough testing and specialist approval, the design process began with defining core functionalities and user flow. An icon- and color-based interface was developed for usability, adhering to Samsung's branding guidelines.

Wireframes structured the screens, content blocks, and interactions, adapting the UX to different screen dimensions and colors. A UI library with styles, original icons, and reusable components was created, leading to the final high-fidelity design in Figma. The app’s design ensures minimal battery consumption while providing maximum assistance, approved by main medical associations.

As a digital tool, Impulse focuses entirely on providing a robust digital solution for speech therapy without involving any physical materials or hardware.

Results: Endorsements: from the "Asociación de Logopedas de España" and the “Sociedade Portuguesa de Terapia da Fala”. Rating: User rating of 4.5/5. Professional Use: Over 100 speech therapy professionals in Spain and Portugal are using Impulse. Media Coverage: Extensive national and international media coverage after its launch in March. Social Media: Positive response from patients and therapists on social media.