I designed AI features, product stories, and brand experiences for TCL smartphones, TV and related devices, contributing to a project shortlisted for the iF Design Award. I collaborated with global partners and led end-to-end design tasks from concept to delivery.
Role
Product designer
Scope
AI feature design, product storytelling, partner collaboration, sub-brand identity
Team
Cross-functional with PMs, developers, partners (Google, B&O)
Tool
Figma, Midjourney, Runway ML, Adobe CC
Design Challenges
How to design AI-driven smartphone features and compelling product stories that stand out in the global market and resonate with partners and users.
TCL Mobiles and Tablets
AI Features & Product Highlights
3M+ Users
30+ Countries
TCL AI is a system level AI user experience design for TCL smartphones and tablets, which improves the time efficiency of users in daily task processing, photo organization, and text writing, providing users with an ultimate immersive and intelligent reading and creative experience. TCL AI provides four core functions - AI Write, AI Remember, AI Draw, and AI Read. Can meet user needs and operate intuitively in different usage scenarios. Enable users to relax more while reading, create more freely and efficiently, help cultivate reading habits, enhance people's reading interest, and promote the dissemination of artistic creativity.
.png)
TCL is partnering with Google’s Gemini AI to unveil, at CES and IFA 2025, distinct AI features that merge with real-life user scenarios—such as artistic creation, meditation, AI-powered remote control, and audio-visual quality enhancement—using AI to elevate home aesthetics and enrich the user experience.
TCL’s collaboration with Bang & Olufsen—leveraging AI to enhance B&O-grade audio on TCL smartphones—will debut at IFA 2025.
.png)
Case Study
TCL AI — Designing Smart, Seamless Experiences
System-level AI for smartphones, tablets, and beyond
.png)
Problem
What can AI do for users to devote more time to more rewarding and more interesting lives?
54% of the world's population, or about 4.3 billion people, owns a smartphone
6h Users use mobile phones for an average of more than 6 hours/day, and mobile phones have become users' personal companions
Product Positioning & Target User
.png)
.png)
Competitor Analysis
.png)
.png)
Competitor Analysis
Summary: Apple does the best in automatically organising and generating memory videos, and can view maps but users cannot add text; in terms of travel tracks, apps such as Inspiration Footprints and Footprint Maps can view tracks, but cannot combine pictures, text, and video content to create and share works; in terms of content, Xinguang can generate sharing templates, but cannot read pictures to help write.
Questionnaire Analysis - 51 Samples
According to the survey data statistics, the top 3 most expected functions of users are:
- Travel memories/report
- Automatic help with content
- Automatic organize photos and generate vlogs
59% of users will record through photos/videos/text, etc., and share on social platforms
29% of users will only record through video/photo/text, etc., and will not share
Wireframe
Impact & Validation
.png)
Other Devices
Incentive System Design & UX design for in-car systems
- Designed incentive systems for educational tablets to enhance student engagement.
- Created multi-screen interaction UX solutions for in-car systems to improve driving experience.
- Conducted competitor analysis to inform strategic design decisions.
