By News Reporter
In this installment of On the Job, we go inside LG Experience Informatics (EI) Task to look at how LG leverages data analysis to uncover hidden needs and create personalized customer experiences that improve everyday life
Hyper personalization is the new must. In this era, consumers are much more evolved in terms of their engagement with brands and are seeking products that can adapt to their individual needs and offer user experiences that suit their unique preferences and lifestyles. With LG Object Collection, which presents a range of chic, customizable living solutions that can elevate any home décor, and LG ThinQ UP Appliances, which allow users to select and add convenient, new features and functions, LG is at the forefront of the personalized appliance trend.
When creating personalized products or services, it is crucial to first discover customers’ unvoiced needs – and this is where data collection and analysis are so important for a lifestyle innovator like LG. To enhance its capabilities and efficiency in this area, the company established Experience Informatics (EI) Task, a dedicated unit that uses large-scale quantitative analysis to thoroughly assess a diverse range of customer experience data. EI Task is enabling LG to better predict future purchasing intentions and gain greater insight into the lifestyles and needs of its customers.
Recently, EI Task received a significant boost to its operations with the introduction of the Lifegraphy system which provides customer insights through customer-centric data structures and interpretation algorithms developed based on years of customer research experiences. Lifegraphy enables its users to comprehend customer experiences from multiple angles and flexibly explore customer needs by converting abstract concepts, including customer values and lifestyle, into numerical data.
Before the invention of Lifegraphy, the task of understanding customers and uncovering what they really want was handled by LG personnel proficient in data analysis and statistics. Unfortunately, the considerable time and effort required to complete their research made it difficult to keep up with fast-changing industry trends and customer tastes. Moreover, challenges in sharing and interpreting data collected by different divisions and projects brought further inefficiency to the overall process.
But now, thanks to the advent of the Lifegraphy system, any business unit or group within LG can accurately analyze customer data without requiring an expert team of analysts or statisticians to do so. As such, they can establish the initial design and marketing direction for new products much faster than before, meaning a shorter development period and more precise targeting of specific consumer segments. Another advantage of Lifegraphy is that, because it lessens the impact of personal opinions, the results it provides are more objective and, therefore, more reliable.
Lee Kun-woo, lead of LG EI Task
“The Lifegraphy system was designed based on a belief that, if data collected from extensive research become a tool and was used continuously by many people, it would contribute to developing products and services that offer better customer experiences,” said Lee Kun-woo, lead of EI Task.
Many experts involved in creating this efficient system faced numerous challenges and obstacles along the way. The biggest problem to solve was how to visually express the digitized, abstract concepts the system delivers in a way that any employee could easily understand.
Noh Eun-young, a specialist at LG EI Task
“There were people who insisted on providing the collected data as-is, but we spent much time and effort to persuade and explain to them the importance of presenting data in a way that actually helps LG employees understand target customers,” said Noh Eun-young, a specialist at LG EI Task. “No matter how much data we have, it is meaningless if we cannot interpret it accurately, and that’s exactly what Lifegraphy helps us do.”
LG’s newly introduced MoodUP refrigerator is an example of a successful product conceived with assistance from the Lifegraphy system and perfected by the talented designers at LG. The refrigerator boasts LED doors that can change color to match users’ moods or preferred decorating palettes – without the cost and hassle of having to physically replace the actual panels. Through the LG ThinQ app, users can choose from 22 colors for the upper door panel and 19 colors for the lower, and instantly apply their new selection whenever the mood takes them.
Thanks to the convenient, effective Lifegraphy system and the endeavors of those who designed and use it, LG is bringing exciting, new innovations to the home appliance space and taking the personalized customer experience to a whole new level.
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By News Reporter
Organizational Moves to Consolidate Company’s Capabilities to Create
Differentiated Customer Value, Accelerate Future Growth Engines
SEOUL, Nov. 24, 2022 — LG Electronics (LG) today announced organizational changes designed to bolster its preparedness for the future. The changes are being implemented primarily to accelerate the company’s future growth engines and enhance its ability to create differentiated customer value and experiences.
A key piece of LG’s forward-looking strategy is the establishment of the Corporate Customer Experience (CX) Center, which will report directly to LG’s headquarters. The CX Center will be led by executive vice president, Lee Chul-bae, who previously served as head of the Corporate Design Management Center. The main role of the CX Center will be to create a seamless and expanded customer experience. It will also develop strategies and roadmaps to foster greater innovation at every stage of the customer experience journey from product planning and customer service to future business models.
The CX Center will also encompass the CX Strategy Division, which will be charged with the discovery and promotion of company-wide goals and core tasks, and the LSR Customer Research Center, formerly the Life Soft Research (LSR) Lab.
LG’s Platform Business Center will play a new role in integrating and organizing LG ThinQ services, responsibilities that were previously distributed across corporate and business headquarters. Established in July 2021, the Platform Business Center has been leading the creation of LG’s fandom based on data. Moving forward, the Center will be headed by LG’s vice president, Jung Ki-hyun, who joined the company in September this year. Jung has had a distinguished career with roles at eBay Korea and Google as well as acting as the CEO of Meta Korea.
In 2023 and beyond, LG will continue to focus on improving supply chain management (SCM) and augmenting its already-strong Digital Transformation (DX) capabilities. To this end, the company’s Procurement and SCM Management Center has been renamed the Global Operation Center, with the functions and roles of the Production Planning Division transferred from the Production Engineering Research Institute. The Global Operation Center will create synergies across the company’s operations – such as production, purchasing and SCM – through promoting improvements based on DX technologies.
Aiming to spur further growth through improved organizational performance, LG will strengthen its agile and responsive decision-making system across all four business units.
Lyu Jae-cheol, head of the Home Appliance & Air Solution (H&A) Company, has been promoted to president in recognition of his success in improving H&A’s performance and product portfolio. An expert in his field, Lyu has worked in various areas of LG’s home appliance business since 1989, including in the R&D and production departments.
Eun Seok-hyun, head of the Vehicle component Solutions (VS) Company, was promoted to vice president. Under his leadership, LG’s vehicle component solutions business has achieved operational stability with an improved profit and loss structure, and has constructed a strong business portfolio encompassing several key future mobility technologies.
Another of the newly-announced changes, the H&A Company’s “Living Appliance Business’ and “Kitchen Appliance Business” will become the “Living Solution Business” and “Kitchen Solution Business,” respectively. The renaming aligns with LG’s renewed focus on customer experience innovation and points to the greater emphasis the company is placing on the expansion of content and services.
The Home Entertainment (HE) Company is set to increase its capacity to create customer value by establishing the Indonesia Research and Development Division under the HE R&D Lab Institute to enhance collaboration between overseas R&D and manufacturing bases.
The VS Company aims to strengthen its capabilities in purchasing, producing and SCM by establishing an operation group that manages the integrated operation of the electric vehicle component business.
The Business Solutions (BS) Company set up a new EV Charger Business Division directly under the company to accelerate the full-fledged development of EV charging solution business that was launched last year.
All appointments are effective Dec. 1 with promotions going into effect on the first day of the new year.
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By News Reporter
A major part of any film project is the reviewing, editing and manipulating of video and sound – tasks that require high-quality displays that can run multiple applications and data streams and provide the most accurate image reproduction. LG has applied its self-lit display technology to create the LG UltraFine OLED Pro series, a lineup of professional-grade monitors offering various features and capabilities needed for media and film production.
To promote its first-class displays and show its support for the cinematic arts, LG is actively seeking opportunities to sponsor professional societies and innovative educational institutions dedicated to advancing the medium of film. Recently, the company established a partnership program with Griffith Film School, a well-known Australian institution that continues to supply the entertainment industry with talented and capable people. Through the new program, LG will furnish Griffith’s Brisbane campus with a number of LG UltraFine OLED Pro monitors to support students as they learn their craft.
Designed with film and media professionals in mind, LG UltraFine OLED Pro monitors (models 32BP95E, 27BP95E, 32EP950 and 27EP950) boast premium 4K OLED displays that deliver natural, accurate colors with 99 percent (typical) coverage of both the DCI-P3 and Adobe RGB color space. This wide range of color gamut enables the monitor to sufficiently reproduce color areas of multiple standards and represent accurately the exact computed color values that film directors’ use. With 1,000,000:1 high contrast ratio, almost all colors and visuals that creators or editors intended can be presented precisely. Bringing the advantages of OLED’s self-lit pixels to the desktop, the monitors also provide superb HDR and SDR performance.
Founded in 2004, Griffith Film School is one of the largest learning institutes of its kind in Australia. Notable Griffith alumni include Matthew Hanger, a multi-award-winning visual effects artist, and Peter Spierig, an award-winning feature film director. The school offers an array of specialized programs, including cinematography, post-production, visual effects, screen music, production design, documentary-making, computer animation and game design – creative endeavors that are perfectly matched to LG UltraFine OLED Pro monitors.
“Working with LG really makes sense for us as they understand the unique needs we have as filmmakers – and that’s something you can clearly see in the capabilities and feature sets of their monitors,” said Herman Van Eyken, head professor at Griffith Film School. “LG UltraFine OLED Pro monitors are state-of-the-art monitors that provide the faithful image reproduction that our students need to realize their artistic vision.”
As a result of the partnership, both students and faculty members at Griffith Film School will get to explore everything that LG UltraFine OLED Pro monitors have to offer. LG UltraFine OLED Pro monitors are available to use in the school’s Grading Suite while several units of the equally impressive LG UltraWide monitor (model 40WP95C) are installed in the Editing Suite.
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Every time I try to download an app on my LG Smart Tv, even though I’m already logged in it prompts me “you need to log in to install this app, do you want to log in?”. When I choose yes, it takes me to another screen and says “select account to log in with”, but my account is already selected (indicated by a green tick on the top right of my user icon). Even when I click okay on my control, I can’t proceed from this page. I essentially can’t download any apps because I can’t move on from this screen. Is there a solution or other method to download apps?
By News Reporter
As the new era of driving closes in, automakers are focusing more on the in-vehicle experience during development, especially the automotive display – the best way to unlock greater productivity and entertainment on the road. In this episode of Mobility Inside, we’ll unearth how the automotive display trend is changing for the better.
Automotive displays deliver useful information about interior and exterior conditions. They include the ‘Center Information Display’ (CID), which shows overall information, the ‘cluster,’ which displays the speedometer and engine status, and the ‘head-up display’ (HUD), which reflects information onto the windshield.
As cars become more autonomous in many features and functions, automotive display trends reshape to match new consumer demands. So, what do these futuristic dashboards do exactly?
Switching from one-way to two-way communication
LG’s automotive display in the Cadillac Escalade
In the past, cars would simply relay the traffic information necessary for driving via one-way communication. But as automotive displays advance, the driver, the vehicle and external devices are seamlessly exchanging more and more information.
Take your navigation app as an example of this in action. After inputting your destination, the system calculates the optimal route and ranks alternate ones based on traffic, which the driver can choose between based on their preference. In addition to traffic information, the vehicle’s temperature and external environment can be expressed, and the most recent displays even support voice, facial and gesture recognition technologies. In other words, it’s the new medium between the driver, vehicle and external elements that enables constant communication.
Going beyond basic traffic information
Genesis Infotainment UX Design (Photo Credit: Genesis)
In 2022, we’re spoilt by all the live information we can view as we cruise. And in the not-so-distant future, cars will automatically provide information tailored to the driver through personal profiles, which means it works for shared cars too.
Cars will soon be able to identify the driver and passengers so that it can provide information based on their age or the time of day. For instance, someone on their way to the office could receive the latest business news, current road conditions or weather forecasts, whereas a high school student in uniform may be given info on popular textbooks, nearby restaurants or the week’s hottest songs. Like smartphones, automotive displays curate information, deliver smart experiences and even provide customized information on the go.
Switching from analog to digital
LG’s digital display on the 2020 Jaguar F-PACE (Photo Credit: Jaguar Korea)
Since people process most external information visually, the latest automotive displays are digital to make checking information at a glance easier and have fewer physical buttons courtesy of a touch interface that ensures changing settings is safer and more convenient.
Applying the high-end material to match
LG automotive display in the 2021 Cadillac Escalade (Photo Credit: link hidden, please login to view)
Automotive displays are quickly becoming the centerpiece of the interior, largely because they act as a personal hub for all information and devices. That’s why applying materials and form factors that meet the needs of discerning consumers is more important than ever. Automotive displays use premium, high-quality materials for the elegant look that’s now all the rage. And the future looks even more remarkable with unique form factors like Plastic OLED (POLED) and rollable displays making their way into several markets.
Switching from general information to personalized information
When connecting to external devices, the automotive display leverages connectivity services to open new possibilities. Unlike a decade ago when the driver had two choices – the navigation or the radio, automotive displays now offer convenient, personalized services that take convenience and entertainment to a whole new level.
Occupants can connect a smartphone to check their schedule or work while on the move, listen to music based on their unique profile, find places close by or personalize their screen with a few touches of the display. With car displays becoming an indispensable part of the driving experience, their screens are getting bigger, curvier and more flexible so that they can show more information and help create the most luxurious interiors.
CID: Connecting people to their car
CID, the most famous among automotive displays, presents driving status info as well as entertainment to effectively serve as a Human Machine Interface (HMI). Located in the center of the vehicle, CID gives the driver and passenger access to a range of convenient features including audio, video, navigation, HVAC and Bluetooth controls, through an intuitive and simple user experience.
LG Electronics (LG) Vehicle component Solutions (VS) Company makes certain its CID is the best by staying in close communication with global premium automakers, which is why it’s now featured in several iconic vehicles – and counting.
The outstanding quality of LG’s CID has been certified by A-SPICE (Automotive Software Process Improvement and Capability dEtermination), an internationally-recognized quality certification model created by European automakers to evaluate the quality of software design, verification and management.
LG’s CID acquired A-SPICE certifications in 2016, 2019 and 2021. Its most recent certification, A-SPICE Level 2 (2021), not only proves that LG’s development process meets international standards for quality control and monitoring, but it also recognizes the company’s unparalleled development capabilities.
Moreover, LG received Excellent Vendor Awards in 2014, 2017 and 2020 for the 9.3-inch gapless curved CID used by the Renault Group, developed using proprietary technology to invent a smooth design that harmonized with the interior.
LG’s CID was also awarded the Daimler Automotive Group’s Inspiration Award in 2020, the same year its revolutionary P-OLED cockpit was awarded the coveted GM Innovation Award at General Motors’ Annual Supplier of the Year Awards.
LG will continue to innovate its mobility technologies as it strives to create an HMI that connects passengers to the automobiles of the future for that next-level driving experience.
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