Samsung wanted to expand its current offering by establishing a strong presence in the premium freestanding oven range category. As a company, they have a strong desire to find new ground to innovate through new features and technology. My challenge was to help Samsung define potential directions to pursue that would leverage their technology and design-forward brand. My team began by examining the current market offerings through the eyes of consumers and professional chefs. From there, we developed a framework that helped us identify key areas to explore.