When designing disruptive products and services for the lifestyle of millennials and beyond, Jinsoo employs a handful of innovative methods to understand their complex, evolving needs. These methods are now more important than ever as people are beginning to experience an immense shift in the way they consume and interact in the society—as described in Jeremy Rifkin's Third Industrial Revolution and in the UN's 2030 agenda.Unfortunately, many product teams continue to focus on user’s short-term needs that often exacerbate societal problems rather than truly solving them. In other cases, a method in question is centered too much around internal agency without considering external influences. In such scenarios, Jinsoo proposes a design method where ideas, models, and artifacts are integrated into a coherent systematic framework that enables understanding of the relationships with one another. This is called “Systems Thinking,” and it is modeled after ontological methods that extend beyond human-centered approach. The framework is composed of a series of critical roles, attributes, functions, and hierarchy that are mapped based on metaphysical concepts.By analyzing needs of natural and machine-based systems through qualitative and quantitative studies, Systems Thinking can accomplish these key objectives. First, the method will help the team to decompose and decipher complex systems into smaller parts. Second, it will help uncover hidden implications in the society before they occur with thorough examination of all of the deconstructed parts. Third, it will foster empathy and transparency by helping the team recognize patterns and relationships within the related parts. Fourth, it will allow the team to identify big problems that are largely unrecognized or appear to be obvious in the society. Fifth, the framework itself will serve as a tool to help discover many fundamental and practical solutions without draining the team with repeated ideation sessions.Contrary to the objectives, a scandal involving Cambridge Analytica triggered 87 million Facebook users to distrust the platform and initially cost the company $134B in value. The collateral damage could have been reduced or even avoided if the organization had properly defined the relationship, ethos, and boundaries of their product during its growth. While the attitude of "let's just build it and see what it happens" may be relevant during early stage of a startup, an organization during growth and in later stages mustn't follow such practice blindly. This was a realization that demonstrated technological determinism is flawed and technology itself should not become a sole proprietor in the society. The process of getting to such realization early on is what Systems Thinking is designed to do—particularly in the age of big data and post modernism.All things considered, Systems Thinking is an important organizational design tool for deducing complexity, improving understanding, and lowering risk of unintended harm to the society.
Industry: TherapyProject Nourished is an immersive dining platform designed to enhance and diversify the way of eating. The hardware as a service, which consists of a custom HMD, tableware, 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. Since the public launch, the project has amassed a huge number of followers and inspired hundreds of films, TV shows, books, products, projects, events, and research initiatives around the globe.
Industry: Consumer Packaged Goods Jinsoo and his team developed the first-ever smellable mobile game experience to help promote a microwavable popcorn brand. Poptopia game operates in tandem with Pop Dongle, a scent diffuser powered by 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.
Industry: Consumer ElectronicsThe goal of this project was to create a future vision of TV consumption in the next 5 to 20 years. A handful of both far-reaching and practical solutions were developed and then presented to the CEO to map out future investment strategy, appropriate revenue models, product roadmap, and the next consumer vision for CES 2019. Prior to concept development, an extensive knowledge base was created to understand the evolution of social behavior, attitude, perception, linguistics, media consumption, and technologies surrounding TV culture, living room space, home, and family. The team then developed five concepts that focused on AI, cloud, appliance integration, blockchain, and shared space. The research work included analyzing home architecture and interior, looking at the functional progression of home throughout history, identifying the culture code of TV based on trends, and moderating usability studies, testing concepts, interpreting key data from surveys, orchestrating focus groups, and performing secondary market research.
Industry: Mobile PaymentPrior to the introduction of mobile payment, a series of in-depth research and concept development were executed to identify product strategy for early market adoption as well as forecasting product evolution. Th study consisted of general understanding of payment and wallet industries through secondary research and partaking in numerous ethnographic inquiries. One of tasks involved cataloging various contents and possessions in wallets from hundreds of participants and then using the data to understand the deeper cultural and functional significance of wallet in N. America. Other tasks 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 product strategy also included analyzing speed of transaction, ease of use, repeatability, and product perception. The team accurately predicted the evolution of UI from skeuomorphic to flat UI design in consumer digital products. Furthermore, the team was able to identify the most effective design language to communicate the utilities of mobile payment platform to the mass market.
Industry: Gaming MarketplacePrior to the release of Nintendo Switch and new 3DS models, the 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 implemented into product release. The eShop equipped with new purchase flow dramatically increased the number of view, download, and purchase of games—achieving industry’s top spot in the market for non-tangible digital platform and a huge increase in profit for Nintendo. Due to the great success, the team’s strategy was eventually incorporated into the eShop for Nintendo Switch.
Industry: Digital Content MarketplaceThe 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. During the project, the team defined a new product vision and ethos by balancing between consumer’s perception of Sony brand and its products AND the traditional and aspirational values of Sony that the company strived to follow. After identifying that there were huge discrepancies betweern the two that resulted in disfunct organizational structure and products that are derived from it, our team helped create the most optimal path for the company and services so that they can both succeed amogst competition. The team’s product, design, and organizational strategies were gradually implemented over the following decade—allowing Sony to return to top in the marketplace.
Industry: Sports & EntertainmentJinsoo and his product team designed a complete fan experience across mobile, TV, premium services, and live events. The 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 involved in defining fan experience included: gaining insights about the fans' emotional needs and motivations; designing with varying degrees of public and private spaces in mind; improving usability, readability, and scannability of tabular, text-based, and visual data; providing next-gen stats based on real-time performance, movement, and biometrics gathered from stadium and wearable sensors.
Industry: Electric TransportationAs 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 consumer's mindset, increase adoption of electric vehicle, educate consumers about its benefits based on relevant context. Next, the 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, another tool for salesperson was created to promote more transparency and build trust between the dealer and potential buyer—all while improving speed, efficiency, accuracy and ergonomics.
Industry: Foodservice & Payment
Jinsoo developed a framework and customer experience that significantly reduces frictions and a number of poor experiences during drive-through. The framework proposed a system of smartphone app, RFID tag placed on vehicle's dashboard, POS system, and cloud backend 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 the team identify pain points, top reasons for using drive-through, and top recommended improvements for the target age group.
Industry: TelecommunicationsAs a way to combat decreased market share, Jinsoo and his team revamped the way customers interact with Sprint—in a way that is more authentic and simplified. First, customer assistive products were completely redesigned to drastically simplify complex wireless bill with clear data visualizations. Second, the team focused on new, existing, and potential customers to easily compare and select various wireless plans. Third, the team designed a mTurk-based walkie talkie service that dramatically reduced friction when customers have a relatively simple question. Fourth, the team streamlined and gamified family data allowance management tool so that parents can manage their kids' screen time and cost.
Industry: Online Multiplayer GamingA new dashboard framework for social media and mobile was created to encourage players to return to Call of Duty universe. The framework consists of standardized modules where player and community's activities and performance are customized and rotated for each player based on their engagement and player data from previous weeks.
Industry: Retail ShoppingJinsoo and his cross-collaboration team developed a mobile app that is designed to increase customer retention, number of visits to retailer, and number of purchase per visit through 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. The other priorities included minimizing time and steps required in using the QR-code-based coupon at physical checkout and integrating Target account and Target loyalty debit card.
Industry: Video Streaming ServiceDesigned 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. The research goals included understanding a larger pattern in social behavior, which helps understand the way consumers shift methods of consumption. Other objectives included identifying all of the causes for high subscription cancellation rate and introducing new products that will disrupt the marketplace while maintaining the traditional revenue model.
Industry: Mobile DeviceA 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, product team was able to identify high-priority features and understand the delta of quality of experience during specific tasks. Other experiments included eye tracking and testing UI color combinations under various environmental conditions such as direct sunlight vs. shade.
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.