Selected work

  • LG Electronics

    Redefining TV in Home and Beyond

    Industry
    Consumer electronics

    Task
    Created an innovative platform that combines a series of hardware, software, and cloud services to transform TV in the next 3 to 10 years based on emerging behaviors found in private and public spaces.

    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. In order to inquire, deconstruct, and reframe emerging social issues around media consumption, we identified a number of areas that helped to refine our focus before committing to deeper investigations. They included areas such as personal spaces, social functions, and spatial attributes that are specific to N. American households. The methods of data collection ranged from conducting surveys and contextual inquiries to identifying lifestyles, preferences, and media consumption patterns. 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 further with support of use cases, storyboard, revenue model, growth strategies, key statistics, and behavioral trends.

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

    Contributions

    #ProductDesign

    #GrowthStrategy

    #Research

  • NFL

    Cross-Platform Fan Experience

    Industry
    Sports and entertainment

    Task
    Crafted a complete fan experience across mobile, smart TV, subscription services, fantasy sports, and live events.

    Process
    First of all, our newly-formed product team needed to have a deep understanding of how American football fans consume information related to NFL as well as their tribal mindset. We tackled this need by gathering insights about the fans' emotional needs and motivation—segmented primarily by age groups, income brackets, and the types of communities they live. 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 the platforms they use, we conducted numerous 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 envision what NFL could look like. Based on the vision and other intelligence we've gathered thus far, I lead the team to develop a "fan experience" playbook to help enhance the feel and function of products across multiple platforms; with a goal of triggering desired personality traits in digital products. Some of these medium-term strategies included: optimizing content taxonomy through fan-centric language, expanding editorial sections and player and fan-generated content as well as optimizing content and in-app features based on time of day/week. In addition to developing fundamental product experiences, our team also focused short-term improvements that improved efficiency, task completion rate, and other usability and engagement-related metrics. For example, we assessed readability and scannability of various types of information such as tabular, text-based, real-time, and infographics that are aggregated on mobile and other digital devices. 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 drastically improved fan engagement as much as 500 percent across platforms. The number of daily return visits and videos watched per session increased as much as 40 percent. The app rating also grew by 46 percent, reaching 4.8 out of 5 in both iOS App Store and Google Play. Our team was able to increase the overall consumer brand sentiment and satisfaction rating by 10 to 30 points through cross-functional collaboration with numerous internal groups.

    Contributions

    #Research

    #ProductDesign

    #InteractionDesign

    #ContentManagement

  • Kokiri Lab

    Project Nourished Mixed Reality Eating Enhancement

    Industry
    Food tech and therapy

    Task
    Created an immersive platform designed to enhance ingestible and diversify the way of consumption.

    How It Worked
    The hardware as a service, which consists of a set of tableware, software, and API, is aimed at decoupling physical limitations of food and permitting 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
    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 a number of spin-off products and research initiatives. The work has also been featured on numerous books, documentaries, films 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 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 was mounted on a smartphone during gameplay, a player was able to digitally pop an animated "kernel" character and then apply butter onto it to score a point; while simultaneously triggering a delicious, buttery popcorn scent, sound, 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

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

    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 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 non-functioning 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-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 conducted a series of sprints that consists of research and concept development, with a goal of identifying product strategies for early adoption and speculate product evolution over the course of 5 to 10 years. The study also included understanding payment industry and wallet culture through secondary research and participating in numerous ethnographic inquiries. One of the ethnographic fieldwork involved cataloging various contents and possessions found in wallets from hundreds of participants and then using the collected data to understand deeper cultural and functional significance of wallet in N. America. The research also included 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. In order to position the product for mass adoption, we analyzed a number of product attributes such as speed of transaction, ease of use, repeatability, and product perception. During the design phase, we translated our key insights and use cases into several concepts and prototypes.

    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 Shopping Experience for Moms

    Industry
    Retail shopping

    Task
    Developed a mobile app for moms that provides social incentive to help drive customer retention, number of visits to retailer, and amount of purchase per visit.

    How It Worked
    The mobile app encouraged moms to replicate their couponing behavior through digital means as well as incentivizing them to discover and share coupons as social currency with their friends, families, and "deal hunters."

    Process
    During the initial stage of the project, our team conducted a series of sprints that consists of research and concept development, with a goal of identifying product strategies for early adoption and speculate product evolution over the course of 5 to 10 years. The study also included understanding payment industry and wallet culture through secondary research and participating in numerous ethnographic inquiries. One of the ethnographic fieldwork involved cataloging various contents and possessions found in wallets from hundreds of participants and then using the collected data to understand deeper cultural and functional significance of wallet in N. America. The research also included 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. In order to position the product for mass adoption, we analyzed a number of product attributes and qualities such as speed of transaction, ease of use, repeatability, product perception, and adoption. During the design phase, we translated our key insights and use cases into several concepts, prototypes, and release candidates.

    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 targeted households.

    Contributions

    #ProductDesign

    #InteractionDesign

    #GrowthStrategy

    #Research

  • Taco Bell

    Contactless 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 frictions during drive-through and pickup order.

    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 percent of total sales.

    Contributions

    #Research

    #ProductDesign

    #InteractionDesign

    #SystemsDesign

  • Sony

    PlayStation Network Service Redesign

    Industry
    Digital content marketplace

    Task
    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, our 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 user research and by leveraging the brand loyalty of PlayStation.

    Outcome
    Upon the completion of the project, the redesigned platform and strategic playbook were gradually rolled out over a decade and have played a major role in growing the platform to 94 million active users.

    Contributions

    #SystemsDesign

    #Research

    #GrowthStrategy

    #ProductDesign

    #ServiceDesign

  • Nintendo

    eShop Marketplace Optimization

    Industry
    Digital game distribution service

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

    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. Thus 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 for 3DS were eventually integrated into Nintendo Switch and they contributed towards one of Nintendo's most successful home console to date.

    Contributions

    #SystemsDesign

    #Research

    #GrowthStrategy

  • Nissan

    Customer Experience for Electric Vehicle

    Industry
    Eco-transport and mobility

    Task
    Developed a strategic playbook and a series of mobile apps that assist customers during pre and post purchase of electric vehicle.

    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, savings, 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 sense of authority, and build trust between the dealer and potential buyer; the app all together improved speed, efficiency, accuracy and ergonomics. The digital experience was then integrated with owner's portal for seamless management of tools and services.

    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.

    Contributions

    #Research

    #ProductDesign

    #ServiceDesign

  • Sprint

    Mobile Subscriber Experience Redux

    Industry
    Telecommunications

    Task
    Designed digital tools for wireless provider to improve customers' pre and post purchase experience and combat decreasing market share.

    Process
    The redesigned tools for Sprint customers emphasized on simple, authentic, and engaging experience. First, our team redesigned assistive tools for new and potential customers so that they dramatically simplify the process of comparing and choosing from various wireless plans. Based on several heuristic evaluations, our team redesigned tools used by subscribers with a goal of deducing complexity of reviewing wireless bill through clear and concise data visualizations. Our team also proposed a crowdsourced walkie-talkie-like service 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 monitor and balance kids' screen time and budget with convenience.

    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

    Call of Duty Dashboard for Player Reengagement

    Industry
    Online multiplayer gaming

    Task
    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 online gaming franchises.

    How It Worked
    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 percent—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

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

    Process
    In an agile team of a software engineer and myself, the project began by performing research on consumer behavior and trends to provide forecast on the progression of future content consumption. The 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 included understanding the causes of high subscription cancellation rate and identifying new product categories that has the potential to disrupt the marketplace while maintaining its core revenue model.

    Outcome
    Our vision and the working 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. However, due to the board's reluctance towards the introduction of additional revenue models, the products were never released to the public.

    Contributions

    #ProductDesign

    #InteractionDesign

    #UIDesign

    #Research

    #GrowthStrategy

  • BlackBerry

    Multimodal Heuristic Evaluation of Mobile OS

    Industry
    Mobile device

    Task
    Conducted a series of quantitative and qualitative usability studies for BlackBerry Torch 8900 smartphone, the first flagship phone in the series powered by the new BlackBerry OS 6.

    Process
    First, user scenarios were developed and then tested to identify varying levels of user pain points while operating BlackBerry OS including its home screen, mobile browser, and BlackBerry site. The result of the tests were identified, ranked, and visualized based on five key attributes (efficiency, effort and simplicity; findability and visibility; consistency, memorability and recognition; time perception; and predictability and affordance). By visualizing quantitative usability data, our team was able to pinpoint high-priority features as well as specific steps 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 lighting (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 Interface

    Industry
    Pet care

    Objective
    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