Next Bixby UX for Advance UX Design

Bixby is summoned by voice. Its identity has to be a visible answer to something invisible.

It had to be recognisable on a watch, a fold, a vacuum cleaner, a television — and on machines with no screen at all.

The three states are the identity: listening, working, answering. They have to read the same whether a screen shows them, a light shows them, or a sound does.

We carried the existing identity forward into new visuals and motion, and wrote it as a guide that reaches devices with nothing to display on.