Selected work

  • Nike

    Multimodal Community Subscription Service

    Industry
    Fitness subscription

    Task
    Led the development of five platform concepts that combine digital and physical spaces to improve fitness, mobility, social engagement and immersiveness.

    Outcome
    During the project, a complete platform framework and prototype of the digital products were created to help envision the future of Nike. The prototypes were also later used to pilot products and services in cooperation with Nike's innovations team. Furthermore, the project helped Nike to further define its product vision and strategic roadmap for the next 3 to 5 years.

    Contributions

    #ProductDesign

    #GrowthStrategy

    #Research

    #InteractionDesign

    #CommunityDevelopment

  • LG Electronics

    Redefining Home Entertainment and Beyond

    Industry
    Consumer electronics

    Task
    Developed a series of product concepts, strategies and revenue models for home in the next 5 to 10 years for C-level executives—exclusively around utilizing AI, big data, blockchain, voice interface and sensor technologies for wellness and privacy.

    Process
    The project began by closely examining various lifestyle shifts and technologies that are related to home. The research consisted of in-depth anthropological investigations on social interactions that take place at home and other private and semi-private spaces. With the intention of inquiring, deconstructing and reframing emerging social issues around media consumption, we identified a number of areas that helped to refine our focus; before committing to deeper, micro-level research. The areas included personal spaces, spatial attributes and social, cultural and utilitarian functions that are specific to N. American households.

    The methods of data collection ranged from conducting surveys and contextual inquiries to identifying lifestyles, preferences, media consumption patterns and interior layouts related to home occupancy.

    Once the data were analyzed and then compared based on cultural and regional segmentation, our team synthesized five perspectives and their corresponding concepts based on a series of design exercises. Afterwards, each concept was constructed and backed further with support of use cases, storyboard, revenue model, growth strategies, key statistics, behavioral trends and trending technologies.

    Outcome
    Upon completion, our proposed concepts based on integrated wellness platform and home entertainment appliances were presented to the CEO for the purpose of guiding 5 and 10-year investment strategy and road map for flat screen, mobile and IoT products. The final deliverable was also incorporated into LG's CES presentation as well as a commercial HaaS in S. Korea and Singapore.

    Contributions

    #ProductDesign

    #GrowthStrategy

    #Research

    #Foresight

  • NFL

    Cross-Platform Fan Experience

    Industry
    Sports and entertainment

    Task
    Crafted a complete fan experience across mobile, smart TV, subscription services, games and live events. Was responsible for increasing user engagement in over 19 apps, 6 websites, 5 social networks and 6 live events in the NFL ecosystem.

    Managed product portfolio include: NFL Mobile, NFL.com, NFL Network, NFL Fantasy Football, NFL OnePass, NFL Game Pass, NFL RedZone, NFL Draft Town, NFL Kickoff and NFL Shop for iOS, Apple TV, Android, Android TV, Facebook, YouTube, Instagram, Twitter and Snapchat.

    Background
    Our product team and the Digital Media group at NFL were newly formed and restructured to revamp the digital ecosystem owned, operated and licensed by NFL. The stakeholders at NFL asked our new team to work with veteran content team to bring more engaging fan experiences and increase revenue.

    Process
    To achieve our objectives, we first needed to have a complete understanding of how American football fans consume content related to NFL and their tribal mindset. We initially tackled the problem by gathering insights about the fans' emotional needs and motivation—segmented primarily by age groups, income brackets and types of community they live in.

    Thereafter, we analyzed numerous types of existing public and private spaces in the context of football to find out how current digital experiences fit into people's daily lives.

    Once we had a deep understanding of NFL fans and how NFL platforms fits into their lives, we conducted numerous internal and external audits to measure the performance of NFL platforms to comparable products and services—including direct and indirect competitors.

    Followed by the audit, I organized a series of team exercises to help envision what an integrated NFL fan experience could look like. Based on our vision and other intelligence we've gathered thus far, I led the team to develop a "fan experience playbook" to help unify and enhance the feel and function of products across multiple platforms. With this, our team was able to deploy and trigger specific personality traits for each digital product that resonated with the fans' aspirations and needs.

    In the playbook, some of short to medium-term product strategies included: optimizing content taxonomy with fan-centric language, expanding editorial, player and fan-generated content as well as optimizing content and in-app features based on specific time of day/week/year.

    In addition to developing fundamental product experiences, our team also delivered rapid iterations that increased efficiency, conversion rate, task completion rate and other usability and engagement-related metrics—by two to three folds. For example, we assessed and improved readability and scannability of frequently-used modules and types of information within such as tabular, text-based, real-time, infographic and interactive based on strengths and weaknesses of smartphone, tablet and TV.

    Other improvements and additions include: next-gen stats based on real-time performance, movements and biometrics gathered from stadium and wearable sensors; redesign of fan events and digital tools used for wayfinding, activation, schedule, reservation, ticketing and VIP services.

    Outcome
    Our team increased fan engagement as much as 500 percent on mobile. The number of daily return visits and videos watched per session increased as much as 40 percent. The app rating also grew from 2.1 to 4.9 out of 5 on iOS App Store and from 3.6 to 4.7 on Google Play Store. An Our team was able to increase the overall consumer brand sentiment and satisfaction rating by 20 to 30 percents through cross-functional collaboration with numerous internal groups and team partners.

    Contributions

    #Research

    #ProductDesign

    #ProductManagement

    #InteractionDesign

    #ContentStrategy

  • Kokiri Lab

    Project Nourished: A Mixed Reality Enhancement for Ingestible

    Industry
    Food tech and therapy

    Task
    Created an immersive, non-profit platform designed to enhance ingestible and diversify the methods of consumption.

    How It Worked
    The platform consists of open embedded tableware, ingestible schema, SDK and other resources that are aimed at decoupling physical limitations of food and permitting food to serve greater needs beyond physiological and sustaining functions. The technologies allow participants to experience consumption in a transformative way by altering vision, gustation, olfaction, audition and touch.

    Process
    I led a team of over 50 SMEs including scientists, chefs, architects, engineers, 3D artists, industrial designers, writers, fabricators, etc. to bring our vision into functioning products. By applying disciplines such as science, design and engineering, our team experimented with a variety of methods that combine multisensory experience with eating, drinking and administering of consumables. Our team also designed tableware for a number of applications based on anthropometry of hand and orofacial morphology. Other experiments include creating neural interface that utilizes EEG and tDCS to stimulate appetite and robotic interface that assists feeding for the disabled and elderly patients.

    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 led to a number of spin-off products and research initiatives. The work has also been featured on numerous papers, books, documentaries, films and exhibitions around the globe.

    Contributions

    #ElectricalEngineering

    #Research

    #FoodDesign

    #SoftwareDevelopment

    #SensoryScience

    #IndustrialDesign

    #ProductDevelopment

    #InteractionDesign

    #SoundDesign

    #ProjectManagement

  • Diamond Foods

    Scent-Enabled Mobile Game

    Industry
    Food and packaged goods

    Task
    Developed the first-ever olfactory-enabled commercial mobile game to help promote microwavable popcorn.

    How It Worked
    The game, known as Poptopia, operated in tandem with Pop Dongle, a device that combines a heated scent diffuser, scented wax depository and speaker powered and controlled by a 3.5mm audio jack. When the diffuser is connected to a smartphone during gameplay, a player is able to digitally pop a chain of animated "kernels" by applying butter. When a kernel is popped, high-frequency signal through the 3.5mm jack activates the diffuser—triggering a delicious, buttery popcorn scent along with auditory 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 Consumable Platform for Cognitive Enhancement

    Industry
    Nootropics

    Task
    Developed a consumable platform that optimizes psychological well-being of consumers based on a wide range of social contexts.

    Background
    As a part of BAT's global commitment to divest away from combustible products, our team of four was given a task to come up with an innovative business model for BAT that is conscious of people's health and wellness.

    Process
    Our team developed and proposed a new platform that integrates consumables with hardware, software, service, deep learning and big data for the purpose of maintaining well-being and facilitating convex growth through horizontal integration.

    The team conducted extensive research based on 26 key domains such as biochemistry, neuroscience, food science and bioinformatics algorithms.

    Based on the research findings, our team facilitated a series of design exercises that helped to: define utility and 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 framework and ecosystem of the proposed platform were developed based on consumer activities, locations, ingredients and their physicochemical properties. Upon client approval, the platform was developed further by incorporating revenue models, growth strategies, customer segmentation, strategic partners, etc.

    Outcome
    The platform concepts and prototypes were later presented to C-level executives as a deck and experiential activation. The work was later incorporated into a pilot program, investor annual report and 5-year corporate strategy.

    Contributions

    #Research

    #SystemsDesign

    #GrowthStrategy

    #Foresight

    #BusinessInnovation

  • Google

    Google Pay Early-Stage Product Design & Development

    Industry
    Payment service

    Task
    Developed early product concept and alpha of world's first mobile wallet.

    Process
    During the initial stage of the project, our team led a series of sprints that consisted of research and concept development—with a goal of identifying product strategies for early growth and speculating product evolution over the course of 5 to 10 years.

    Furthermore, we examined the payment industry and wallet culture through secondary research and ethnographic inquiries. One of the ethnographic fieldwork involved cataloging various contents and possessions found in wallets from hundreds of participants and then analyzing the collected data to understand deeper cultural and unrealized significance of wallet in N. America.

    We also performed, heuristic evaluation, where we followed and interviewed the participants to understand how they use their wallet throughout the day for payment and non-payment-related tasks.

    With the purpose of positioning the product for mass adoption, we analyzed a number of product attributes such as speed of transaction, ease of use, repeatability and product perception.
    Finally, during the design phase, we translated our key insights and use cases into several concepts and prototypes that were later rolled out gradually as alpha and beta releases.

    Outcome
    Our team developed a successful design framework and design language to communicate the utility of mobile payment service to the consumers and partners (e.g. American Express, MasterCard, Visa, HTC, LG Electronics, Motorola Mobility, Samsung Electronics, Blackberry and Sony Mobile). Furthermore, our team accurately predicted the evolution of UI prior to the introduction of the flat design trend. As such, we accounted for product evolution that matures from skeuomorphic design (that mimics physical characteristics of a wallet) to flat design that promoted efficiency of use over affordance as the use of digital wallet became ubiquitous. In 2015, the original joint-venture between AT&T, T-Mobile and Verizon was acquired by Google and the product was eventually integrated into Google Pay. At the end of 2018, Google Pay reached 25 million active users and carried about 860 million transactions.

    Contributions

    #Research

    #ProductDesign

    #InteractionDesign

    #GrowthStrategy

  • Target

    Social Loyalty Program for Moms

    Industry
    Retail shopping

    Task
    Developed Target Cartwheel mobile app primarily made for moms and coupon-obsessed consumers. Provides coupons and social currencies with a goal of driving retail sales and increasing customer retention, number of retail visits and amount of purchase per visit. The app also provided integration with its finance program Target RedCard, Target.com and Target mobile app to drive customer engagement and continuous purchase and loyalty loop.

    How It Worked
    The mobile app encouraged moms to migrate their physical couponing activities to digital means. The app also incentivized them to discover coupons like games and share them with their friends, families and "deal hunters" as a social currency.

    Outcome
    Since the launch of the app, 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 targeted households. In 2019, the mobile app has since been rebranded to Target Circle.

    Contributions

    #ProductDesign

    #InteractionDesign

    #GrowthStrategy

    #Research

  • Taco Bell

    Contactless Mobile Food Ordering System

    Industry
    Foodservice and payment

    Task

    Developed a customer experience and technical framework for on-demand food ordering app that significantly improved convenience and reduced numerous friction points during drive-through and pickup.

    Process
    The proposed platform integrated mobile apps for iOS and Android, RFID tag placed on the dashboard of customer's vehicle, connected POS system, order fulfillment service and cloud infrastructure. In addition to increasing the number of repeat orders per customer per week, our team also provided a series of enhancements that eliminated wait time, improved order accuracy and reduced frictions during order pickup in restaurant and drive-thru. The platform also allowed the restaurant to track and manage the quality of order and service based on peak time and expected amount of time for order preparation, customer's arrival and post-arrival wait.

    Other work included heuristic evaluation and secondary research that helped our team identify: pain points related to order and pickup, motives for using drive-thru and high ROI improvements for the growth segment within our target audience.

    Outcome
    Within less than a year after launch, the app was been downloaded 3.7 million times and it increased overall restaurant sales by 30 percent—largely driven by ease of customization. Eventually, the online orders made up about 20 percent of total sales.

    Contributions

    #Research

    #ProductDesign

    #InteractionDesign

    #SystemsDesign

  • Sony

    PlayStation & Entertainment Network Service Overhaul

    Industry
    Digital content marketplace

    Task
    Implemented a complete redesign of digital content marketplace for games, steaming videos and music streaming and cloud storage on PlayStation, Windows, macOS, iOS and Android.

    Process
    By combining cultural research, in-home field research, heuristic evaluation, customer surveys and competitive analysis, our team helped to overhaul the PlayStation Store and Sony Entertainment Network to improve engagement, user experience, ease of use and revenue. Our team also developed platform strategies based on a vast amount of data related to existing and potential subscribers. They included: app and site analytics; audit of product portfolio based on customer feedback, internal assessment and competitive analysis; brand sentiment and recognition based on social media posts; results from consumer surveys, in-home interviews and user testing; and market-tested value propositions.

    In order to overcome Sony's corporate constraints at the time of development, our team helped to evolve the platform vision and ethos by performing the following: aligning discrepancies between consumers' perceptions, expectations and the actual products; eliminating contradiction between company's values and products; and repositioning company's stance on media format and digital rights management.

    Once the problematic issues were documented and analyzed, we translated product pain points and cultural considerations into a prioritized list of recommended features and enhancements based on ROI and feasibility.

    A culmination of previous efforts led us to a final solution, which combined ten disjointed services into a single platform in ways that dramatically elevated the ease of use, product perception and brand loyalty for PlayStation.

    Outcome
    Upon the completion of the project, the redesigned platform increased the number of downloads and digital purchases as much as 20%. Our strategic playbook was gradually implemented and have played a significant role towards the growth of the platform with 94 million active users worldwide.

    Contributions

    #SystemsDesign

    #Research

    #GrowthStrategy

    #ProductDesign

    #ServiceDesign

  • Nintendo

    eShop Marketplace Optimization for Increased Sales & Loyalty

    Industry
    Digital game distribution service

    Task
    Improved eShop experience by optimizing customer shopping workflows and disjointed systems (e.g. Nintendo.com e-commerce site, Nintendo ID account management, My Nintendo loyalty program, Nintendo Video, Mii customizable avatar and marketing content) to increase game purchase on the Nintendo New 3DS and legacy 3DS models.

    Process
    A platform strategy, which consisted of a system flow diagram, ecosystem, UX and feature recommendations and technical specifications was proposed and then integrated during a major version update.

    Outcome
    The improved shopping experience of the eShop on Nintendo.com and 3DS dramatically increased number of views, downloads and purchases of games, videos and other downloadable content—including exclusive Nintendo New 3DS titles based on Pokemon and Dragon Quest franchises. In fact, 3DS user's average number of purchases of 4.7 games using the eShop was reportedly increased significantly after the implementation. In addition, the integrated loyalty program and single sign-on for the eShop dramatically reduced customer complaints, maintained strong loyalty and continued sales growth. Much of the employed eShop strategies on Nintendo.com and 3DS were later evolved and then implemented for Nintendo Switch. The client has chosen not to share specific analytics data.

    Contributions

    #SystemsDesign

    #Research

    #GrowthStrategy

  • Nissan

    Customer Experience for Pre, Peri and Post Vehicle Purchase

    Industry
    Eco-transport and mobility

    Task
    Developed a series of strategies and mobile apps that improve customer experience during pre, peri and post purchase of electric and luxury vehicles.

    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 developed product marketing strategies to position the product to the early adopter's mindset, increase appeal of electric vehicle and educate consumers about product performance in the context of environment, financial incentive and social status.

    Next, our team developed a series of consumer-centric mobile apps that assist vehicle purchase at dealership while eliminating the need to interact with pushy salesperson. They were also designed to help rationalize and visualize potential buyer's decision-making process in front of desired vehicle with voice guidance, contextual video and AR overlay.

    In tandem, a tablet app for salesperson was developed for 1,300 dealerships across US and Canada to increase sales and improve customer's shopping experience. The app was designed to promote transparency, create sense of authority and build trust between auto salesperson and potential buyer. The digital experience was then integrated with owner's portal for seamless management of tools and services from the moment of purchase to purchasing/leasing another model.

    Outcome
    Our team helped to position Nissan as a global leader in delivering the best in-class customer experience for zero-emission vehicles. From 2010 to 2018, 400,000 units of Leaf were sold, positioning Nissan as the largest EV manufacturer in the world. The salesperson app significantly increased sales as well as improving speed, efficiency, accuracy and ergonomics during numerous sales-related activities. They include: information lookup for features and warranty, rapid content navigation, inventory check of available model and trim, financing tools and shared viewing experience for 360 view, videos and customer reviews.

    Contributions

    #Research

    #ProductDesign

    #ServiceDesign

  • Sprint

    Wireless Service Subscriber & Shopper Experience Redux

    Industry
    Telecommunications

    Task
    Designed digital, assistive tools for wireless customers to improve their pre, peri and post purchase experience in attempt to combat decreasing market share.

    Process
    The tools for Sprint customers were designed by our team with a goal of offering a friendly, authentic experience without overwhelming the customers with overwhelming amount of information often found in utility bills. We achieved this by designing a series of digital products that delight and assist customers with interactive infographics and simplified tools instead of opting for endless list of text and PDF files.

    First, our team completely redesigned assistive tools for Sprint's new and potential customers. The redesign involved dramatically simplifying the process of comparative shopping for all of the first-tier wireless plans.

    Second, we created an entirely new experience for reviewing a wireless bill. Our team primarily relied on heuristic evaluations and interviews to help identify and deduce complexities of reviewing wireless bill. The proposed experience incorporated friendly and paternalistic UI attributes and delightful data visualizations.

    Third, our team proposed a crowdsourced walkie-talkie-esque app that can eliminate long customer calls and significantly reduce the number of followup calls.

    Lastly, our team streamlined and gamified family data allowance management, so that parents can easily monitor and balance between their child's allowed screen time, rewards and monthly budget.

    Outcome
    The revamped customer experience along with rebranding helped to add 967,000 new subscribers within a year, helping them to defend their position as a third biggest wireless carrier in the US.

    Contributions

    #Research

    #ProductDesign

    #ServiceDesign

    #GrowthStrategy

  • Activision Blizzard

    Call of Duty Dashboard for Player Reengagement

    Industry
    Online multiplayer gaming & Esports

    Task
    Designed a competition dashboard for Call of Duty Elite free and premium subscription service to increase player engagement and daily habit for Call of Duty Black Ops II and other COD franchises.

    How It Worked
    The framework consists of standardized modules where activities and performances of players, clans and communities are tailored and visualized based on individual engagement, accomplishment, skill level and other historical data related to COD's progression and metagaming systems.

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

    Contributions

    #SystemsDesign

    #Research

    #GrowthStrategy

    #ProductDesign

    #ContentStrategy

  • DIRECTV

    Hybrid Streaming Video Platform

    Industry
    Video streaming service

    Task
    Designed and prototyped Video On-Demand (VOD) apps for web, desktop, mobile, set-top box and social that augment DIRECTV subscription and set-top box experience.

    Process
    In an agile team of a software engineer and myself serving numerous roles, the project commenced by conducting stakeholder interviews and in-depth research on consumer behavior and trends; followed by a series of forecasts on the progression of content consumption over the next five years.

    The primary goal of the research was to identify a series of shifting behavioral patterns that foretell the future of media consumption. The overarching patterns were also used to litmus test specific use cases and architect product concepts.

    Other research tasks included understanding the factors of high subscription cancellation rate and identifying new product categories with a potential to disrupt the marketplace while maintaining the core revenue model. The research findings were eventually translated into prioritized feature sets, sketches of concepts, wireframes, UI designs and functional prototypes.

    Based on a number of interactions patterns found in physical-oriented products such as set-top box, TV remote and printed publications (e.g. TV listing, episode previews and reviews and other content related to TV programming), I proposed a series of UI and motion design optimized for input devices such as computer mouse, keyboard, touch screen (incl. single and multi-touch gestures) and TV remote. We also analyzed user types based on their familiarity and usage of traditional cable TV vs. new media.

    Some of the metrics used to measure and test the ease of use, efficiency and accessibility included: minimum number of clicks, taps or presses using touchpad/mouse, touch-enabled display and physical remote to perform tasks; average amount of time spent on user actions; percentage of successful tasks based on use cases; and pass/fail results of accessibility standards set by WCAG, Section 508 and ADA.

    Outcome
    Our product vision and the functional prototypes received great support and enthusiasm from DIRECTV's internal teams. Our prototypes were then presented to the board of executives for approval to further develop them into full products. While the prototypes were never released to the public due to the board's lack of support for the new revenue model, spiritual successors of the prototypes were later released for DIRECTV's website, smartphone, tablet and set-top box.

    Contributions

    #ProductDesign

    #InteractionDesign

    #UIDesign

    #Research

    #GrowthStrategy

  • BlackBerry

    Multimodal Heuristic Evaluation of Mobile OS

    Industry
    Mobile device

    Task
    Conducted a series of multimodal usability studies for a new smartphone with updated form factor and OS with a goal of improving customer and brand experience. Benchmarked the quality of experience achieved through hardware and software integration by leveraging both quantitative and qualitative methods.

    Process
    As a part of product launch for the new BlackBerry Torch 8900 smartphone, a first flagship phone in the series powered by the new BlackBerry OS 6, our team conducted a series of tests to ensure the best possible customer experience for the OS, mobile web browsing and hardware integration.

    First, our team created a dozen or so user scenarios based on customers' actual day-to-day usage statistics provided by the client. Using these scenarios, we tested to identify varying levels of user pain points while operating BlackBerry OS including its home screen, settings, mobile browser and BlackBerry mobile site.

    The result of the tests were recorded, ranked and visualized based on five modalities—efficiency, effort and simplicity; findability and visibility; consistency, memorability and recognition; time perception; and predictability and affordance.

    By visualizing the quantitative usability data, our team was able to pinpoint high-priority features as well as specific steps where the quality of experience was at its lowest.

    Other studies included eye tracking and testing UI color combinations on BlackBerry display under various environmental conditions such as lighting (direct sunlight vs. shade) to improve usability and accessibility.

    Outcome
    After the evaluation and update, over 95 percent of participants who tested the new device were able to successfully perform common tasks and access specific features with little or no difficulties. Upon release of the new product, BlackBerry continued to maintain high customer satisfaction rate and brand loyalty by having the most usable and efficient mobile device at the time.

    Contributions

    #Research

    #InteractionDesign

  • ViacomCBS

    Neopets Freemium Home-Building Game

    Industry
    MMO Game

    Task
    Led the UX, UI design and game mechanics for Neohomes, a new free-to-play home-building game for the Neopets franchise. The game allowed its 30-million players to build, share, trade, buy and sell virtual environments and in-game items such as furniture, home accessories and avatars.

    Process
    In an agile team of two, I worked closely with a software engineer to design game UX, UI, mechanics and reward mechanisms for expansive virtual world and digital marketplace facilitated by virtual currencies (Neocash and Neopoints) and tradable goods. I also provided parental guidelines and feature recommendations related to consumer safety and privacy protection standards such as Children's Online Privacy Protection Act.

    Outcome
    With the introduction of Neohomes, our team substantially increased player engagement from a median session time of between 20 to 30 minutes to 40 to 130 minutes—an increase of over 200 to 400%. As a result of high engagement, frequency and amount spent per microtransaction, company revenue rose by 30%.

    Contributions

    #Research

    #InteractionDesign

    #UIDesign

    #GameDesign

  • ACM SIGCHI

    Interspecies Digital Play Interface

    Industry
    Pet care

    Task
    Created cat-friendly digital video game that can be played with pet owner in real-time.

    Background
    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