Since its launch in October 2013, the LG G2 smartphone has turned heads and garnered the attention and praise of the technology press. Major publications, such as Stuff, Wired and What Hi-Fi?, are raving about LG’s “learning from you” approach to smartphone design – with many hailing the G2 as “the best smartphone in the world”, “radical” and “close to flawless”.

In a crowded mobile marketplace where elaborate international marketing campaigns are the norm, what is it that’s made the G2 stand out? For a start, it was designed by the habits of its target market, the user. But, in doing so, it eschewed many of the design decisions that have been made about earlier smartphones and which other manufacturers have accepted without interrogation.

This meant making decisions based on ergonomics and user behaviour key in the marketing messages that accompanied the G2’s introduction to the market. The result? Glowing reviews from analysts, reviewers and consumers alike.
While positive reviews are always a good measure of success, recognition from the industry is key to any brand’s longevity. Recently, the Consumer Electronics Association (CEA) recognised LG’s excellence in design and technology with 15 prestigious 2014 International CES Innovations awards, with the G2 receiving the prestigious CES Innovations distinction in the wireless handset category.

Design shouldn’t just be about expressing a product in a different way, but it should also bring positive change, value and innovation to the user. The G2 moved away from the conventional smartphone and took a huge leap forward in terms of smartphone evolution. As LG’s design philosophy states, “Design should constantly progress”.

Originally inspired by Korean fashion designer, Youngho Kim, who studied user behaviour by observing hand movements, habits and general usage when using a smartphone, the G2 design is tailored to enhance usability and change the method of communication between users and their smartphones.

By placing the power and volume buttons on the rear, the G2 allows its users to control the device by using only one finger – without having to actually look at the device. It’s a simple – yet ingenious – design that has revolutionised how smartphones will be used forever.

However, design is only one aspect of a smartphone; it’s the features that normally raise eyebrows. Firmly established as a major leader in the mobile market, LG let its loyal consumers’ opinions be heard and taken into account for its innovation of the G2.

Taking balance as its main motif, the G2 is an all-in-one device that runs on the Android operating system and has among its key features an edge-to-edge display, best-in-class power capacity, rear panel buttons, optical image stabilisation and studio quality hi-fi sound.

Deon Prinsloo, GM for LG Mobile, comments on the overwhelming positive response to the G2.

“We are so thrilled about the positive reviews and feedback we are getting about the G2. After taking the time and effort to actually learn from the smartphone users, our aim was to design a phone that resonated with consumer needs. It is clear we have hit the mark with this one. The G2 is the beginning of great things to come for LG Mobile.”

In spite of the accolades and praise, LG is quick to direct the success of the G2 back to its consumers. As Prinsloo states, LG listened to and learned from consumers in the pursuit of innovation.

“Our definition of innovation today is technology that truly resonates with consumers. We took [their] insights to new heights in developing the LG G2, the most exciting and ambitious mobile phone in our company’s history,” he concludes.