Selected Work

  • LG

    Redefining TV in Home

    Industry
    Consumer Electronics

    Overview
    The goal of this project was to create a future vision of TV consumption in the next 5 to 10 years. Our team examined various lifestyle shifts and technologies that are related to home.

    Process
    First, our team lead extensive research on home by looking at personal, social, and spatial attributes of N. American households. The other research tasks included conducting surveys and contextual inquiries on lifestyle, preferences, and media consumption. Once these data were analyzed and compared with regional patterns of N. America, our team developed five lens and concepts based on a series of design exercises. Each concept was then supported with use cases, storyboard, revenue model, strategies, and statistics.

    Outcome
    Upon completion, the concepts were presented to CEO for the purpose of guiding 5 and 10-year investment strategy and road map. The final deliverable was also incorporated into LG's future vision for CES 2019 and 2020.

    Contributions

    #ProductDesign

    #GrowthStrategy

    #Research

  • NFL

    Cross-Platform Fan Experience

    Industry
    Sports & Entertainment

    Overview
    Our product team designed a complete fan experience across mobile, TV, premium services, and live events.

    Process
    Our newly formed team first had to get a deep understanding of how American football fans consume information related to NFL as well as its tribal culture. So we began gathering insights about the fans' emotional needs and motivations segmented by their urban and suburban dwellings. We then looked various types of public and private spaces to see how our digital experiences fit into people's daily lives. In terms of short term improvements, we assessed the usability, readability, and scannability of various types of information (e.g. tabular, text-based, real-time, and visual data) currently syndicated on mobile and stationary devices. We also implemented next-gen stats based on real-time performance, movement, and biometrics gathered from stadium and wearable sensors. Lastly, we made the apps more personable to fans by expanding editorial sections and player and fan-generated content.

    Outcome
    Our team drastically improved fan engagement as much as 500% across platforms. The number of daily return visits and videos watched per session increased as much as 40%. The app rating also grew by 46 percent, reaching 4.8 out of 5 in both iOS App Store and Google Play.

    Contributions

    #Research

    #ProductDesign

    #InteractionDesign

    #ContentManagement

  • Kokiri Lab

    Project Nourished Mixed Reality Dining

    Industry
    Food Tech & Therapy

    Overview
    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.

    Process
    I lead a team of over 50 experts including scientists, chefs, architects, engineers, 3D artists, industrial designers, writers, fabricators, etc. collaborated to bring vision into functioning products.

    Outcome
    Since the public launch, the project has inspired and amassed a huge number of followers through hundreds of media outlets and social media. Through the execution of our project and the learning we shared, it has lead to numerous spin-off products and research. It has also inspired many books, documentaries, films around the globe.

    Contributions

    #ElectricalEngineering

    #Research

    #FoodDesign

    #SoftwareDevelopment

    #SensoryScience

    #IndustrialDesign

    #ProductDevelopment

    #InteractionDesign

    #SoundDesign

    #ProjectManagement

  • Diamond Foods

    Scent-Enabled Mobile Game

    Industry
    Consumer Packaged Goods

    Overview
    Our team developed the first-ever olfactory mobile game to help promote a microwavable popcorn.

    How It Works
    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.

    Outcome
    The product was later distributed through online auction and influencers benefiting charity. The product was reviewed on dozens of tech blogs and it garnered millions of views on social media.

    Contributions

    #GameDesign

    #InteractionDesign

    #ProductDevelopment

    #Research

    #SoundDesign

  • British American Tobacco

    Non-Toxic Platform for Cognitive Enhancement

    Industry
    Nootropics

    Overview
    The goal of the project was to demonstrate feasibility of an alternative, non-toxic product that improves psychological well-being while eliminating negative effects on human body.

    Process
    In response, our team developed a new platform that integrates consumables with hardware, software, service, and big data for the purpose of maintaining well-being and facilitating convex growth. The team conducted extensive research based on 26 key areas such as biochemistry, neuroscience, and algorithm. Based on the research findings, our team 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 framework and ecosystem of the platform were developed based on varied 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.

    Outcome
    The platform vision and prototypes were later presented to top-level executives as an experiential activation. The work was later incorporated into the 5-year strategy and investor annual report.

    Contributions

    #Research

    #SystemsDesign

    #GrowthStrategy

  • Google

    Google Pay Early Product Design

    Industry
    Mobile Payment

    Overview
    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.

    Process
    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.

    Outcome
    As a result, our team predicted the evolution of payment experience from skeuomorphic design—that carried over physical characteristics of a wallet—to "flat" 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. At the end of 2018, Google Pay has reached 25 million active users and has carried about 860 million transactions.

    Contributions

    #Research

    #ProductDesign

    #InteractionDesign

    #GrowthStrategy

  • Target

    Social Shopping Experience for Moms

    Industry
    Retail Shopping

    Overview
    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.

    Process
    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.

    Outcome
    Since launch, Target’s Cartwheel has surpassed 7 million users. The active users on average increased their trips and spend at Target by nearly 30 percent, driving hundreds of millions of incremental sales from these households.

    Contributions

    #ProductDesign

    #InteractionDesign

    #GrowthStrategy

    #Research

  • Taco Bell

    Contactless Food Ordering Platform

    Industry
    Foodservice & Payment

    Overview

    Our team developed a customer experience and technical framework that significantly reduce numerous frictions and pain points during a drive-through order/pickup.

    Process
    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.

    Outcome
    In less than a year from launch, the app has been downloaded 3.7 million times and it increased sales by 30 percent—largely driven by customization. Today, online orders make up about 20% of total sales.

    Contributions

    #Research

    #ProductDesign

    #InteractionDesign

    #SystemsDesign

  • Sony

    PlayStation Network Service Redesign

    Industry
    Digital Content Marketplace

    Overview
    Our team proposed and implemented a complete redesign of digital content marketplace for games, videos, music, and cloud storage.

    Process
    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.

    Outcome
    Upon the completion of the project, our team’s recommendations were gradually rolled out over a decade. Simultaneously, our strategy has helped Sony to reach 94 million active users in 2019 for its media platform and return to top position in smart personal electronics.

    Contributions

    #SystemsDesign

    #Research

    #GrowthStrategy

    #ProductDesign

    #ServiceDesign

  • Nintendo

    eShop Platform Design

    Industry
    Gaming Marketplace

    Overview
    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 (e.g. Nintendo.com e-commerce, Nintendo ID account management, My Nintendo loyalty program, Mii customizable avatar, and marketing content) within the Nintendo ecosystem.

    Process
    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.

    Outcome
    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 significant increase in profit and brand loyalty for Nintendo. The eShop strategies were eventually incorporated into Nintendo Switch and it helped to become Nintendo's second most successful home console to date.

    Contributions

    #SystemsDesign

    #Research

    #GrowthStrategy

  • Nissan

    Customer Experience for Electric Vehicle

    Industry
    Electric Transportation

    Overview
    For the introduction of new Nissan Leaf, our team developed a strategic playbook and a series of mobile products to help customers during pre and post purchase.

    Process
    As a part of the public unveiling of Nissan Leaf, the first mass-produced electric vehicle to be sold in N. American market, our 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. This digital experience was then integrated with owner portal for seamless management of tools and services.

    Outcome
    Our team helped to position Nissan as the leader in delivering the best in-class customer experience for zero-emission vehicles. From 2010 to 2018, 400,000 Nissan Leaf EVs were sold—allowing Nissan to become the largest EV manufacturer in the world.

    Contributions

    #Research

    #ProductDesign

    #ServiceDesign

  • Sprint

    Customer Experience Redux

    Industry
    Telecommunications

    Overview
    To combat decreased market share, our team introduced new digital tools for Sprint customers that are more simple, authentic, and engaging.

    Process
    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.

    Outcome
    The revamped customer experience along with rebranding helped to add 967,000 new subscribers within a year—allowing them to maintain their spot as a third biggest wireless carrier in US.

    Contributions

    #Research

    #ProductDesign

    #ServiceDesign

    #GrowthStrategy

  • Activision

    Call of Duty Dashboard for Player Reengagement

    Industry
    Online Multiplayer Gaming

    Overview
    Our team created a new social media dashboard for Call of Duty Elite subscription service to increase player engagement and daily habit for Call of Duty Black Ops II and other franchises.

    How It Works
    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.

    Outcome
    The integrated dashboard increased user reengagement as much as 40%—leading to increase in sales of in-game items and premium subscriptions. Upon release of Call of Duty Black Ops II, sales reached over $1 billion 15 days after the video game’s release—setting a record for the military franchise and the gaming industry.

    Contributions

    #SystemsDesign

    #Research

    #GrowthStrategy

    #ProductDesign

    #ContentManagement

  • DIRECTV

    Integrated Streaming Platform

    Industry
    Video Streaming Service

    Overview
    Our team designed and prototyped VOD apps for web, desktop, mobile, set-top box and social that augment DIRECTV viewing experience.

    Process
    We performed research on consumer behavior and trends to provide forecast on the future of content consumption. Our 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.

    Outcome
    The prototypes were presented to the board of executives for approval to further develop them into full products. However, due to board's opposition towards the new revenue model, the products were never released to the public.

    Contributions

    #ProductDesign

    #InteractionDesign

    #UIDesign

    #Research

    #GrowthStrategy

  • BlackBerry

    Multimodal Heuristic Evaluation of Mobile OS

    Industry
    Mobile Device

    Overview
    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.

    Process
    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.

    Outcome
    Over 95 percent of participants who tested the new device were able to successfully perform common tasks and access specific features with no significant difficulties. Upon the release of the product, BlackBerry continued to maintain high customer satisfaction rate and brand loyalty through its usability and ease of use.

    Contributions

    #Research

    #InteractionDesign

  • CHI

    Interspecies Digital Play Experience

    Industry
    Pet Care

    Overview

    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.

    Process
    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.

    Outcome
    The research helped to create a whole new genre of pet products that offer digital mediation between owner and their pet. The paper has also been cited in over 40 research publications around the globe to further our understanding of human and animal behaviors in relation to technology.

    Contributions

    #Research

    #InteractionDesign

Experiments