In a market where newer, slimmer cameras with better resolutions are being introduced almost everyday and where a compact sized camera with high resolution and performance is nothing special, the design is becoming more and more important. While these changes were taking places, Samsung has been preparing to upgrade its market position in the DSC market using its craftsmanship and product design ability as its means to get there. Developing an innovative and differentiated product calls for equally innovative and differentiated approach. The project team, therefore, placed emphasis on working together; project process where each of the product planning, designing, and developing center can systematically participate has been adopted, and the idea of “building a product concept through consumer research and analyzation, designing the product and its UI around the concept built, and working together with the product development center to accomplish the overall project goal” became the underlining operational focus.