Chairman Lee Jae-yong seems to be shaking things up at Samsung Electronics, and design is at the heart of it. The company is reportedly undergoing a partial reshuffle of its design organization, affecting key divisions such as Samsung MX, visual display, and home appliances. This could be an extension of the “Design Revolution” started by former Chairman Lee Kun-hee in a bid to make Samsung more competitive in the global market.
Lee Jae-yong may have just started an expansion of Design Revolution
About 10% of Samsung’s design team, spanning UX and product design, has been reassigned to other departments, including sales and strategic market, Korean outlet The Financial News reports. Perhaps this suggests that the Lee Jae-yong’s leadership is reducing company’s design workforce. The publication quotes “insiders” suggesting that this isn’t just a routine reshuffle but a fundamental restructuring of the company’s design strategy.
The move comes as Samsung faces growing criticism that its products lack a strong design identity. That’s particularly true among the MZ generation (Millennials and Gen Z), according to the publication. From smartphones to TVs, there’s a push to make Samsung’s design language more cohesive and appealing. This restructuring aligns with Chairman Lee Kun-hee’s broader HR strategy, which prioritizes hiring top talent and regularly refreshing personnel.
Pepsi’s Mauro Porcini may join Samsung as first chief design officer
Samsung is reportedly considering bringing in Mauro Porcini as the new Chief Design Officer. If confirmed, this would mark a major shift toward a stronger, more consistent design strategy. Industry experts believe this restructuring is just one piece of a larger plan to better integrate brand strategy, UX, and product planning. Porcini confirmed in a LinkedIn post that he will be leaving PepsiCo soon. However, he has not disclosed his next role. He added, “In a few days, I’ll share what’s next.”
