When Samsung’s CEO asked Federico Casalegno to redesign the cameras on the company’s phones, Federico told him he was the wrong person for the job. He wasn’t an optical engineer. He didn’t understand cameras. What he understood was storytelling — and he pointed to the Lascaux caves in France, where people were marking walls twenty thousand years ago for the same reason we hold up our phones today: to capture a moment, and tell it to someone we love.
That’s the kind of answer you get from a designer who arrived by way of studying human society. Federico is Head of Samsung’s Global Design Studios, with teams spread across San Francisco, Europe, and Seoul. Before that he spent two decades at MIT, where he co-founded the MIT Design Lab with Bill Mitchell, and before that he was a social scientist embedded with engineers and psychologists at Philips Design in the nineties — back when “cross-disciplinary” wasn’t yet a word anyone put on a job posting.
We talk about what that looks like in practice at the scale Samsung operates at. His team builds digital twins of human ears — thousands of 3D and 4D scans across real demographics — then simulates millions of variations to figure out how an earbud should fit. Then they strap the buds onto robots and make them run. Then they test with actual humans, because at some point a person still has to decide what “comfortable” means.
There’s a phrase Federico kept returning to: technology without humanity is merely perfection without purpose. The designer’s role is problem making first, problem solving later.
We also get into how critique works inside a company that speaks a dozen native languages, what he actually looks for when hiring, and the French philosopher who, at 102, looked at his calendar and said he was booked until next year.
Bio
Federico Casalegno is Executive Vice President at Samsung, where he leads product experience innovation across business units and heads the company’s Global Design Studios. Reporting directly to the CEO, he builds teams of designers, engineers, creative technologists, and strategists working on advanced design and next-generation experience planning. As head of design and AI, he established Samsung’s Computational Design function and leads digital transformation across the organization.
Before Samsung, Federico spent two decades at MIT, where he founded the MIT Design Lab and the MIT Mobile Experience Lab and taught at MIT and the MIT Media Lab, researching the intersection of design, AI, and emerging technology. He previously worked at Motorola and Philips Design, and holds a PhD in sociology from the Sorbonne.
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