The Process

When designing next-gen products and services for the lifestyle of Millennials and beyond, Jinsoo leverages a handful of innovative methods to understand their complex needs. For example, by utilizing ontology during design process, various critical attributes related to their interaction can be identified and deconstructed early on.

Rather than simply executing ideas based on what the technology allows, recognizing a deeper implication and forming an emotional connection with various aspects of society will significantly reduce the likeliness that an end product will cause major harm to the world. For example, Facebook–Cambridge Analytica data scandal initially cost the company $134B in value and the trust of millions of people. The collateral damage could have been avoided if the organization had properly defined the product ethos prior to its creation. Instead, they let the technology dictate the role of product.

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  • Kokiri Lab

    Project Nourished

    Industry: Therapy

    Project Nourished is an immersive dining platform designed to enhance and diversify the way of eating. The products are aimed at decoupling physical limitations of food and allowing food to expand its capabilities as a medium beyond its physiological and sustaining function. The technologies allow participants to experience eating and drinking in a transformative way by hacking 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.

    Research

    Idea Generation

    Revenue Dev

    Engineering

    Recipe Dev

    Prototyping

    Sensory Analysis

    Software Dev

    Industrial Design

    3D Modeling

  • LG

    Future of TV Concept Development

    Industry: Consumer Electronics

    The goal of this project was to create a future vision of TV consumption within the next 5 to 20 years. A handful of conceptual and practical solutions were developed and then presented to the CEO to help address future investment strategy, appropriate revenue models and product roadmap. Prior to concept development, an extensive knowledge base was created to map the evolution of social behavior, norm, attitude, perception and technology related to TV and its role in home.

    Research

    Idea Generation

    Revenue Dev

    Concept Dev

    Product Strategy

  • Google

    Google Pay Early Product Design & Roadmap

    Industry: Mobile Payment

    Prior to the public release of Google Pay, a series of in-depth research and concept development were done to tackle early market adoption and foresee product evolution. The ethnographic research consisted of collecting contents of participants' wallet, interviews and other observations. The team accurately predicted the market evolution from skeuomorphic to flat UI design in digital products as well as the defining appropriate design language to communicate the utilities of mobile payment platform.

    Research

    Idea Generation

    Prototyping

    Interaction Design

    Product Strategy

  • Nintendo

    eShop Platform Strategy

    Industry: Gaming Marketplace

    Prior 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 royalty program, Mii customizable avatar, and marketing content) within the 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 views, downloads and purchases of games—resulting in higher revenue and increased stock price. Our purchase flow and recommendations were eventually incorporated into the Game Store for Nintendo Switch.

    Research

    Idea Generation

    Competitive Analysis

    Product Strategy

    Data Vis

  • Sony

    PlayStation Network Service Redesign

    Industry: Digital Content Marketplace

    We proposed and implemented a completely-redesigned service framework behind digital content marketplace for games, videos, music, and cloud storage. By combining in-home field research, heuristic evaluation, secondary research and competitive analysis, we identified product weaknesses, brand strengths and high-ROI opportunities. Prior to the platform redesign, the team defined a new product vision and ethos that would a representative of the Sony heritage, Japanese culture of perfecting objects (monozukuri) and N. American consumers' values. This was proven to be a great strategy to stay true to the brand and product while building trust with N. American consumers.

    Research

    Product Audit

    Cultural Analysis

    Product Strategy

    Data Vis

    Design Principle

  • Nissan

    Electric Vehicle Purchase Experience

    Industry: Electric Transportation

    Prior to 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 do the following: 1. To understand the consumer's mindset; 2. Increase adoption of electric vehicle; 3. Educate consumers about its benefits based on relevant context. Next, we 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.

    Research

    Idea Generation

    Product Strategy

    Interaction Design

    Data Vis

    Design Principle

  • NFL

    Cross-Platform Fan Experience

    Industry: Sports & Entertainment

    Jinsoo and his product team designed a complete fan experiences across mobile, TV, premium service and live events. We drastically improved fan engagement as much as 500% by: 1. Deconstructing fandom of American football and rich culture behind Super Bowl; 2. Understanding fans' emotional needs and motivations; 3. Designing with varying degrees of public and private spaces in mind; 4. Improving usability, readability, and scannability; 5. Providing next-gen stats based on real-time performance, movement, and biometrics gathered from stadium and wearable sensors.

    Research

    Idea Generation

    Revenue Dev

    Usability Testing

    Rapid Prototyping

  • Sprint

    Customer Experience Overhaul

    Industry: Telecommunications

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    Research

    Idea Generation

    Revenue Dev

    Interaction Design

  • Diamond Foods

    Scent-Enabled Mobile Game Development

    Industry: Consumer Packaged Goods

    We 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 butter onto a kernel character to score a point and trigger buttery popcorn scent.

    Research

    Idea Generation

    Revenue Dev

    Engineering

    Recipe Dev

  • Taco Bell

    Drive-Through Contactless Ordering System

    Industry: Foodservice & Payment


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    Research

    Idea Generation

    Revenue Dev

    Engineering

    Recipe Dev

  • Activision

    Call of Duty Dashboard Framework

    Industry: Online Multiplayer Gaming

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    Research

    Idea Generation

    Revenue Dev

    Engineering

    Recipe Dev

  • Target

    Incentive-Based Social Shopping Experience

    Industry: Retail Shopping

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    Research

    Idea Generation

    Revenue Dev

    Engineering

    Recipe Dev

  • BlackBerry

    Multimodal Heuristic Evaluation of OS

    Industry: Mobile Device

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    Research

    Idea Generation

    Revenue Dev

    Engineering

    Recipe Dev

  • 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.

    Research

    Idea Generation

    Revenue Dev

    Engineering

    Recipe Dev

  • 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 allow 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 lead to a whole new genre of pet products that offers digital mediation between an owner and their pet.

    Research

    Idea Generation

    Revenue Dev

    Engineering

    Recipe Dev

Experiments