Samsung Art Store
Redefining the free experience
Samsung Art Store is an application that gives users the ability to disguise their Frame TV as a piece of artwork. The Frame is a TV when it’s on, art when it’s off.
- #1 TV art subscription globally
- Available in 117+ countries
- Over premium 3,000 artworks from more than 1,000 artists
- 70+ partners including Louvre, Met, MoMA, Disney, and more
The Problem
The current free offering is undercutting Art Store: the complimentary images are enough for many consumers, devaluing the subscription. Furthermore, consumers not spending time in Art Home creates an environment where the value of the Art Store is not understood.
70%
feel the subscription has less value than the price
63%
never subscribed to Art Store
55%
change the art once or twice per month or less often
Based on an online survey completed by 467 Frame TV owners in the US accessed by an email link.
The Goal
With our Hero KPI being increasing the number of paid subscribers, how might we...
- Showcase the breadth of the Art Store to increase the value perception of a subscription
- Create an experience that drives users towards subscription
- Create the path to monetize the free experience
My Role
As a Lead Product Designer, I led and executed designs on key priorities set by the Product Manager. I worked cross-functionally with strategy, engineering, content, and research teams to gain stakeholder approvals and launch new features.
4 Key Initiatives
Art Streams
Redefines the free model
QLED TV Expansion
Expand Art Store to other TV’s
Art Store Web App
Unlock usability outside of TV
Partnership Content
Monetize the free experience
Art Streams
Redefines the free model. Instead of users setting a single complimentary artwork, they would rather set a highly curated stream of artworks that rotates through the Art Store library, allowing easy discovery of art. The consumer has no control over the stream, artwork or frequency of change.
QLED Art Streams
The Art Store experience is only accessible in The Frame TV (4% of all Samsung TVs) but with Art Streams, we saw an opportunity to expand the service across the many other Samsung TV's. QLED TV owners would be the first to gain access to Art Streams through an app tile.
Art Store Web App
The Art Store Web App (ASWA) is a mobile-first-designed web application that serves to boost engagement with the Art Store Service as a marketing channel that allows us to build deeper and more regular connections between our users and art.
Results
- Helped drive a 70% YoY increase in Art Store subscriptions and 400M+ hours of annual art viewership in the U.S.
- Art Streams launched successfully in 2024 and is now the default free model
- Influenced leadership to bring Art Store into QLED TV’s
- Art Store launched in 2025 QLED TV’s with model years 2022-2024 to be backported in the near future
Samsung Art Store
Redefining the free experience
Samsung Art Store is an application that gives users the ability to disguise their Frame TV as a piece of artwork. The Frame is a TV when it’s on, art when it’s off.
- #1 TV art subscription globally
- Available in 117+ countries
- Over premium 3,000 artworks from more than 1,000 artists
- 70+ partners including Louvre, Met, MoMA, Disney, and more
The Problem
The current free offering is undercutting Art Store: the complimentary images are enough for many consumers, devaluing the subscription. Furthermore, consumers not spending time in Art Home creates an environment where the value of the Art Store is not understood.
70%
feel the subscription has less value than the price
63%
never subscribed to Art Store
55%
change the art once or twice per month or less often
Based on an online survey completed by 467 Frame TV owners in the US accessed by an email link.
The Goal
With our Hero KPI being increasing the number of paid subscribers, how might we...
- Showcase the breadth of the Art Store to increase the value perception of a subscription
- Create an experience that drives users towards subscription
- Create the path to monetize the free experience
My Role
As a Lead Product Designer, I led and executed designs on key priorities set by the Product Manager. I worked cross-functionally with strategy, engineering, content, and research teams to gain stakeholder approvals and launch new features.
4 Key Initiatives
Art Streams
Redefines the free model
QLED TV Expansion
Expand Art Store to other TV’s
Art Store Web App
Unlock usability outside of TV
Partnership Content
Monetize the free experience
Art Streams
Redefines the free model. Instead of users setting a single complimentary artwork, they would rather set a highly curated stream of artworks that rotates through the Art Store library, allowing easy discovery of art. The consumer has no control over the stream, artwork or frequency of change.
QLED Art Streams
The Art Store experience is only accessible in The Frame TV (4% of all Samsung TVs) but with Art Streams, we saw an opportunity to expand the service across the many other Samsung TV's. QLED TV owners would be the first to gain access to Art Streams through an app tile.
Art Store Web App
The Art Store Web App (ASWA) is a mobile-first-designed web application that serves to boost engagement with the Art Store Service as a marketing channel that allows us to build deeper and more regular connections between our users and art.
Results
- Helped drive a 70% YoY increase in Art Store subscriptions and 400M+ hours of annual art viewership in the U.S.
- Art Streams launched successfully in 2024 and is now the default free model
- Influenced leadership to bring Art Store into QLED TV’s
- Art Store launched in 2025 QLED TV’s with model years 2022-2024 to be backported in the near future
Samsung Art Store
Redefining the free experience
Samsung Art Store is an application that gives users the ability to disguise their Frame TV as a piece of artwork. The Frame is a TV when it’s on, art when it’s off.
- #1 TV art subscription globally
- Available in 117+ countries
- Over premium 3,000 artworks from more than 1,000 artists
- 70+ partners including Louvre, Met, MoMA, Disney, and more
The Problem
The current free offering is undercutting Art Store: the complimentary images are enough for many consumers, devaluing the subscription. Furthermore, consumers not spending time in Art Home creates an environment where the value of the Art Store is not understood.
70%
feel the subscription has less value than the price
63%
never subscribed to Art Store
55%
change the art once or twice per month or less often
Based on an online survey completed by 467 Frame TV owners in the US accessed by an email link.
The Goal
With our Hero KPI being increasing the number of paid subscribers, how might we...
- Showcase the breadth of the Art Store to increase the value perception of a subscription
- Create an experience that drives users towards subscription
- Create the path to monetize the free experience
My Role
As a Lead Product Designer, I led and executed designs on key priorities set by the Product Manager. I worked cross-functionally with strategy, engineering, content, and research teams to gain stakeholder approvals and launch new features.
4 Key Initiatives
Art Streams
Redefines the free model
QLED TV Expansion
Expand Art Store to other TV’s
Art Store Web App
Unlock usability outside of TV
Partnership Content
Monetize the free experience
Art Streams
Redefines the free model. Instead of users setting a single complimentary artwork, they would rather set a highly curated stream of artworks that rotates through the Art Store library, allowing easy discovery of art. The consumer has no control over the stream, artwork or frequency of change.
QLED Art Streams
The Art Store experience is only accessible in The Frame TV (4% of all Samsung TVs) but with Art Streams, we saw an opportunity to expand the service across the many other Samsung TV's. QLED TV owners would be the first to gain access to Art Streams through an app tile.
Art Store Web App
The Art Store Web App (ASWA) is a mobile-first-designed web application that serves to boost engagement with the Art Store Service as a marketing channel that allows us to build deeper and more regular connections between our users and art.
Results
- Helped drive a 70% YoY increase in Art Store subscriptions and 400M+ hours of annual art viewership in the U.S.
- Art Streams launched successfully in 2024 and is now the default free model
- Influenced leadership to bring Art Store into QLED TV’s
- Art Store launched in 2025 QLED TV’s with model years 2022-2024 to be backported in the near future