Stealth Startup

Changing TVs for the Better

I joined a stealth startup within Samsung’s Visual Display division. I was Employee #4, and the sole designer for year one and expanded and led the AdUX team.

I joined the team with the ambition to change the way we perceive linear TV advertisements. I wanted to explore the potential to take the most notorious part of the TV viewing experience, and turn it into something that added value to the overall experience.

Much of this work is still under NDA.

Design Principles

As the design founder, I worked to evangelize and create a design centric environment in a non-design team. I established design principles and held design seminars for the engineers and product managers on a regular basis.


Design starts at the constraint.

Understand the scope and guide the user from the start to the end goal. Design with intention and make the user flow effortless and enjoyable.


Great design is invisible.

Sweat the details. The more effort put into the design, the less effort a user has to take to understand it. Design intuitive and universal experiences without sacrificing quality.


Design is efficient.

Knowing where to start is key to the experience. Clearly tell the user what is important through good design and hierarchy. Being consistent will help the user understand design.


Design is clear and concise.

Keep it simple stupid. Show the user only what they need when they need it. Stay honest and keep your intentions transparent. The user should always know what they are getting into.


Design is about the user.

Ego has no place. Start with the users needs and craft contextual experiences. Clearly define the designs objectives and solve them first. Be accurate and concise.


Design is the difference between ordinary and extraordinary.

Delight the user and exceed their expectations. Spend time designing solid experiences, and then take the time to make them extraordinary.

VAST Importer

Video Ad Serving Template or VAST is an industry standard template created to serve electronic video ads. I facilitated the import of advertisements employing the standard into our Samsung Ad Platform.


Real Time

Our team worked hard on optimizing our platform, and we wanted to show our progress in real time. I developed a design language that allowed users to view our data as it came in. I wireframed a design, flushed out the visual design, and coded a working prototype that later was directly used in our production code.

See the Pen QwdVXv by Mohsin (@mamjed) on CodePen.