Samsung has a solid track record of pushing the envelope on design for smartphones. It ushered in the era of large screens with the Galaxy Note series and has singlehandedly made foldable phones a viable category.

However, such is the nature of this industry that even breakthrough innovations can seem stale after a few years, underscoring the consist need for relentless progress. TM Roh, the head of Samsung's mobile division, understands this and is now focused on improving the design and user experience on Samsung phones.

Following the passing of former Samsung DX boss JH Han last month, Roh was given the additional responsibility to oversee the company's entire devices and appliances business. In an internal message to division employees following his appointment, Roh said that he would focus on discovering new businesses for future growth.

Roh has now sent an internal email to employees of the mobile division, highlighting areas where he's going to enhance focus. Roh said that he's going to concentrate more on design and user experience, in addition to improving the core areas of the sales operations to drive revenue growth.

We've already seen these plans being put into action. Mauro Porcini, a highly respected industrial designer, has been hired as the Chief Design Officer of the DX division which includes the mobile business. Sophia Hwang-Judiesch, the ex-president of Tommy Hilfiger North America, has been hired to run Samsung's global retail operations.

Roh's also confident that the company will overcome the challenges stemming from the recent tariffs imposed by the United States. He views rapid judgment and execution as being critical to success in these challenging times. These efforts will hopefully bear fruit and result in better device experiences for customers.