Selected Work

  • LG

    Redefining TV in Home

    Industry: Consumer Electronics

    The goal of this project was to create a future vision of TV consumption in the next 5 to 10 years. In order to do so, our team examined various lifestyle shifts and technologies that are related to home. First, our team lead extensive research on home by looking at social interaction, media consumption, space utilization, and movement of typical N. American households. The other research tasks included conducting surveys and contextual inquiries on lifestyle, preferences, and media consumption. Our team also analyzed and compared these data by coastal and suburban regions of N. America. Based on these research, our team identified 5 themes that helped to focus on challenges and opportunities related to AI, big data, sensors, voice interaction, privacy, and public’s fear towards technologies. Jinsoo and his team eventually developed 5 best concepts based on several archetype identified through a number of design exercises. Each concept was then supported with use cases, storyboard, revenue model, strategies, and statistics. Upon completion, the concepts were presented to CEO for the purpose of guiding long-term investment strategy and road map. The final deliverable was also incorporated into LG's future vision for CES 2019 and 2020.

    Research

    Idea Generation

    Revenue Model Dev

    Concept Dev

    Product Design

    Product Strategy

    Platform Deployment

  • Google

    Google Pay Early Product Design & Roadmap

    Industry: Mobile Payment

    Prior to the introduction of mobile payment, a combination of in-depth research and concept development was conducted to identify product strategy for early adoption and forecast product evolution. The study consisted of understanding payment industry and wallet culture through secondary research and participating in numerous ethnographic inquiries. One of the ethnographic research tasks involved cataloging various contents and possessions in wallets from hundreds of participants and then using the collected data to understand the deeper cultural and functional significance of wallet in N. America. The research also included heuristic evaluation, where we interviewed the participants to understand how they use their wallet throughout the day for payment and non-payment-related tasks. The tasks involved in identifying product strategies included analyzing speed of transaction, ease of use, repeatability, and product perception. During the design phase, we translated key data from research into several product concepts. As a result, our team predicted the evolution of payment UI from skeuomorphic design—that carried over physical characteristics of a wallet—to flat UI design that promoted efficiency of use over affordance as the use of digital wallet became ubiquitous. In summary, our team was able to develop a design framework and identify the most effective design language to communicate the utilities of mobile payment system to the mass market over the next 5 years.

    Research

    Idea Generation

    Prototyping

    Product Design

    Interaction Design

    Product Strategy

  • Sony

    PlayStation Network Service Redesign

    Industry: Digital Content Marketplace

    Our team proposed and implemented a complete redesign of digital content marketplace for games, videos, music, and cloud storage. By combining in-home field research, heuristic evaluation, secondary research and competitive analysis, the team identified product weaknesses, brand strengths and high-ROI opportunities that provided meaningful advantages to consumers over competitors’ services. In order to overcome Sony's challenges at the time, our team defined new product vision and ethos by aligning discrepancies between consumer’s expectation, perception, and actual products; eliminating contradiction in traditional and aspirational values in products; and repositioning company's stance on physical and digital media. After translating these pain points and complaints into a prioritized list of recommended features and improvements, our team proposed a solution that combined 10 disjointed services into a single platform based on aspect of existing branding that resonated with customers the most. Upon the completion of the project, our team’s recommendations were gradually rolled out over a decade. Over time, this has allowed Sony to simultaneously reach a new high for its media platform and return to top position in smart consumer electronics.

    Research

    Product Audit

    Cultural Analysis

    Product Strategy

    Data Vis

    Design Principle Dev

    Platform Deployment

  • NFL

    Cross-Platform Fan Experience

    Industry: Sports & Entertainment

    Our product team designed a complete fan experience across mobile, TV, premium services, and live events. Our team was able to drastically improve fan engagement as much as 500% by having a deep understanding of how American football fans consume information related to NFL and its tribal culture. The tasks required in defining fan experience were: gaining insights about the fans' emotional needs and motivations of urban and suburban dwellers; designing with various types of public and private spaces in mind; improving usability, readability, and scannability of tabular, text-based, real-time, and visual data; providing next-gen stats based on real-time performance, movement, and biometrics gathered from stadium and wearable sensors; diversifying the voice of experience through editorial, news, player, data-driven, and fan-created content.

    Research

    Product Design

    Product Management

    Interaction Design

    Idea Generation

    Revenue Model Dev

    Usability Testing

    Rapid Prototyping

    Platform Deployment

  • Nintendo

    eShop Platform Strategy

    Industry: Gaming Marketplace

    Prior to the release of Nintendo Switch and new 3DS models, our team was asked to optimize the eShop purchase experience that would streamline various disjointed systems (such as Nintendo.com e-commerce, Nintendo ID account management, My Nintendo loyalty program, Mii customizable avatar, and marketing content) within the Nintendo ecosystem. The product strategy, which consisted of system flow diagram, visualization of ecosystem, UX and feature recommendations, and technical specifications, were presented and then integrated into major product update. The eShop equipped with new purchase flow dramatically increased the number of view, download, and purchase of games and other downloadables—achieving industry’s top spot in the market for non-tangible digital platform and a huge increase in profit for Nintendo. Due to its successful implementation, our team’s strategy was eventually incorporated into the eShop for Nintendo Switch.

    Research

    Idea Generation

    Competitive Analysis

    Product Strategy

    Data Vis

    Platform Deployment

  • Kokiri Lab

    Project Nourished

    Industry: Therapy

    Project Nourished is an immersive dining platform designed to enhance and diversify the way of eating. The hardware as a service, which consists of a set of tableware, software, and API, is aimed at decoupling physical limitations of food and allowing food to expand its capabilities as a medium beyond its physiological and sustaining functions. The technologies allow participants to experience eating and drinking in a transformative way by altering vision, gustation, olfaction, audition and touch. Our team of 50 experts including scientists, chefs, architects, engineers, 3D artists, industrial designers, writers, fabricators, etc. to bring vision into functioning products. Since the public launch, the project has amassed a huge number of followers and inspired dozens of new products, projects, research initiatives, books, and films around the globe.

    Research

    Idea Generation

    Revenue Model Dev

    Engineering

    Food Design

    Prototyping

    Sensory Analysis

    Software Dev

    Industrial Design

    3D Modeling

    Project Management

    Sound Design

  • Diamond Foods

    Scent-Enabled Mobile Game

    Industry: Consumer Packaged Goods

    Our team developed the first-ever olfactory mobile game to help promote a microwavable popcorn. The game, known as Poptopia, operates in tandem with Pop Dongle, a device that integrates a heated scent diffuser, scented wax depository, and speaker powered and controlled by a 3.5mm audio jack. When the diffuser is mounted on a smartphone during gameplay, a player can swipe the virtual butter onto a kernel character to score a point while simultaneously triggering delicious, buttery popcorn scent, sounds, and haptic feedback. The product was distributed through online auction and it garnered millions of views on social media.

    Research

    Idea Generation

    Game Design

    Product Development

    Prototyping

    Sound Design

  • British American Tobacco

    Non-Toxic Platform for Cognitive Enhancement

    Industry: Nootropics

    Jinsoo developed a new platform that integrates consumables with hardware, software, service, and big data for the purpose of facilitating convex growth. The goal of the project was to demonstrate feasibility of an alternative, non-toxic product that improves psychological well-being while eliminating negative side effects on human body. The team conducted extensive research and then categorized the findings into 26 key areas such as nootropics, biochemistry, neuroscience, algorithms, blockchain, consumption method, and social interaction. Based on research findings, Jinsoo facilitated a series of innovation exercises that helped to develop product characterization; identify customer pain points and market opportunities; prioritize values based on customer perception and profitability; and interpret key economic indicators based on product categories and activities. Subsequently, a high-level architecture and ecosystem of the platform were developed based on variations of activities, locations, and ingredients. Upon client approval, the platform was developed further by incorporating revenue models, product strategies, customer segmentation, potential partners, and growth plan. The future vision and prototypes were later presented to top-level executives and became a part of experiential activation.

    Product Design

    Research

    Idea Generation

    Product Strategy

    Revenue Dev

    Data Vis

  • Nissan

    World's First Electric Vehicle Purchase Experience

    Industry: Electric Transportation

    As a part of the public unveiling of Nissan Leaf, the first electric vehicle to be sold in N. American market, Jinsoo and his team designed a strategic playbook to understand the early adopter's mindset, increase appeal of electric vehicle, and educate consumers about benefits in the context of environment, finance, and social status. Next, our team developed a series of consumer-centric mobile tools to help rationalize and visualize potential buyer's decision process at dealership without needing to interact with pushy salesperson. In tandem, a tablet app for salesperson was developed to promote transparency, create perception of expertise, and build trust between the dealer and potential buyer—all while improving speed, efficiency, accuracy and ergonomics.

    Research

    Idea Generation

    Product Strategy

    Interaction Design

    Data Vis

    Design Principle Dev

  • Taco Bell

    Drive-Through Contactless Ordering System

    Industry: Foodservice & Payment


    Jinsoo developed a customer experience and technical framework that significantly reduce numerous frictions and pain points during a drive-through order/pickup. The framework proposed a system of smartphone app, RFID tag placed on vehicle's dashboard, POS system, and cloud back-end to eliminate wait time, reduce number of transactions, accurately deliver order, and make order pickup via drive-through seamless. The system also allowed the restaurant to track customer's expected arrival, quality of service, order efficiency, and customer loyalty. Other work included heuristic evaluation and secondary research that helped our team identify pain points, top reasons for using drive-through, and top recommended improvements for the target age group.

    Research

    Idea Generation

    Strategy

    Engineering

    Interaction Design

  • Sprint

    Experience Overhaul for New & Existing Subscribers

    Industry: Telecommunications

    As a way to combat decreased market share, our team revamped the way customers interact with Sprint that is more simple, authentic, engaging and visceral. First, customer assistive products were completely redesigned to reduce the time it takes to consume wireless bill through clear and concise data visualizations. Next, our team developed a tool for new, existing, and potential customers that dramatically simplifies the process of comparing and choosing from various wireless plans—based on findings from heuristic evaluation. Our team also designed a crowdsourced walkie-talkie-like service that eliminates full customer calls and significantly reduces the number of followup calls. Finally, our team streamlined and gamified family data allowance management experience so that parents can balance between their kids' screen time and budget without added stress.

    Research

    Idea Generation

    Revenue Model Dev

    Interaction Design

    Strategy

  • Activision

    Call of Duty Dashboard Framework for Player Reengagement

    Industry: Online Multiplayer Gaming

    A new dashboard framework for social media and mobile was created to encourage players to return to Call of Duty platform and build daily habit. The framework consists of standardized modules where activities and performances of player and community are tailored and rotated for individual players based on their engagement, skills, and other game metadata from previous weeks/months.

    Research

    Product Strategy

    Interaction Design

    Content Managment

  • Target

    Incentive-Based Social Shopping Experience for Moms

    Industry: Retail Shopping

    Our cross-collaborative team developed a mobile app that is designed with a specific goal of increasing customer retention, visits to retailer, and purchase per visit through digital social mediation. The mobile app encouraged moms to mimic their couponing behavior and incentivized them to discover and share coupons as social currency in their community. The user experience utilized pointification and several game mechanics to keep the customer engaged. Other priorities included minimizing amount of time and number of steps required while using QR-code-based coupon at in-store checkout counter; and streamlining customer data by merging Target.com account with Target loyalty debit card account.

    Interaction Design

    Strategy

  • DIRECTV

    New Media Platform as Add-On Service

    Industry: Video Streaming Service

    Designed and prototyped VOD apps for web, desktop, mobile, set-top box and social that augment DIRECTV viewing experience. Performed research on consumer behavior and trends to provide forecast on the future of content consumption. Our team's research goals included understanding a systematic pattern and shift in social behavior that helped pinpoint the directionality of media consumption trend created by consumers. Other objectives were to identify the causes behind high subscription cancellation rate and introduce new products that will disrupt the marketplace while maintaining its core revenue model.

    Interaction Design

    UI Design

    Research

    Concept Dev

    Revenue Model Dev

  • BlackBerry

    Multimodal Heuristic Evaluation of Mobile OS, Home Screen and Browser

    Industry: Mobile Device

    A series of usability tests based on user scenarios were conducted and then analyzed to identify varying levels of user pain points while using BlackBerry OS, Home Screen and mobile homepage. The result of the tests were identified and ranked based on five key attributes (efficiency, effort and simplicity; findability and visibility; consistency, memorability and recognition; time perception; and predictability and affordance). Through the visualization of qualitative and quantitative data gathered during the tests, our product team was able to identify high-priority features as well as the time when the quality of experience is at its lowest. Other experiments included eye tracking and testing UI color combinations under various environmental conditions such as direct sunlight vs. shade to improve accessibility.

    Research

    Usability Testing

    Interaction Design

  • CHI

    Interspecies Digital Play Experience

    Industry: Pet Care


    Despite owners' desires to include pets in their everyday activities, pets were not included in the digital experience prior to 2010. The Cat Cat Revolution is a digital game that allows both cats and humans to participate in play through a species-appropriate interface. The game applies Human-Computer Interaction principles to pets and casts pets as participants in the gaming experience. During the pilot study, pet owners characterized the game as a mutually positive experience, describing the game as a fun way to play. CCR explores the effects of including pets in the digital experience. This was a significant research that resulted in a whole new genre of pet products that offers digital mediation between an owner and their pet.

    Research

    Concept Dev

    Animal Computer Interaction

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Experiments