Defining device identity.

Team did South Korea’s GPS navigation market trend research to catch users preferences and needs. It showed that people prefered multi functions including media play and DMB (Digital Multimedia Broadcasting) on a GPS navigation. Also, people wanted to use a GPS navigation as portable media player when they are not using it as in-car GPS. However, It is still important to consider in-car usability as GPS navigation which is device's primary purpose. Balance in between portable media player and GPS navigation was primary challenge to satisfy target consumers needs. Design development was proceed based on this challenge.

New in-car and in-hand digital multimedia experience from the inside of the Frame.

The Frame was designed with slightly raised and stepped frame part along entire front surface to emphasize main interaction area which is screen and buttons on the front surface. Different color and finish of frame part is emphasizing main interaction area even more. Asymmetrical rounded square overall form is also emphasizing main interaction area which is right hand side. These design details are providing intuitive usability to support easy and quick switch of functions per different purposes and use environments.

Intuitive speaker on the bottom right corner provide clear voice guide while using it as GPS navigation in car. You can quickly navigate menu and map while driving through 5 axis navigation switch on the top right corner. It is naturally locating in thumb location when you hold the device to support clear and natural usability when you use it as portable media player.

The Frame developed with well balanced usability and aesthetics in between portable media player and GPS navigation. It will provide new in-car and in-hand digital multimedia experience from the inside of the Frame.