The Sero

“The Sero” is a concept-driven product developed through user research focused on Millennials, who are more accustomed to consuming content on mobile devices than on traditional TVs. “Sero,” meaning both vertical and new in Korean, features a rotatable screen that adapts to the orientation and aspect ratio of the content, allowing users to enjoy media in the way it was intended. In horizontal mode, The Sero functions as a conventional TV, while in vertical mode it supports mobile mirroring for mobile-first content consumption. The product was officially launched in Korea and the United States at CES 2020 and is now available to consumers.

“The Initial Version of The Sero” refers to the concept design created prior to mass production. I led the design of this initial concept, which successfully evolved into a commercial product. One of its key features, the Always-On Display, was designed to provide ongoing value even when the device is not actively in use. While not all proposed design elements were implemented due to feasibility and scheduling constraints, the project remains meaningful as it introduced a new paradigm and a turning point for the large-screen display industry.

My role
UI/UX Designer

Design Year
2017

Director Matsuoka Fumiya

Product Designer Chulyong Cho, Teahun Kim, Jihye Lim

UX Designer Sunghyun Jang

My Role & Contributions

• Developed the initial design concept.

• Conducted user research on target users and defined the UI flow.

• Designed all visual and motion elements of the experience.

• Successfully translated the UI/UX concept design into a mass-production-ready design.

• Created new UI scenarios for a rotatable screen.

• Granted a U.S. patent (US20190050964A1).

Design Rational

What was the problem?

1

Millennials primarily consume content on mobile devices, making traditional horizontal TVs less suitable for mobile-first and vertical content. Existing TVs lacked support for vertical formats and seamless mobile-to-TV experiences.

What was the solution?

2

Based on user research, I designed the initial concept of The Sero, a rotatable TV that switches between horizontal and vertical modes depending on content orientation. The design supports traditional TV viewing as well as mobile mirroring, with an Always-On Display that adds value even when the screen is not in active use.

What was the result?

3

The concept evolved into a mass-produced product and launched in Korea and the U.S. at CES 2020. The Sero introduced a new interaction model for large screens and helped redefine TV experiences for mobile-first content.