CLIENT

Samsung C&T Fashion Group.

MY ROLE

UX Consulting
UX Research

SUMMARY

I consult QRS service in Samsung C&T Fashion Group, which serves customized premium suits. 

YEAR

2017

 

PROBLEM STATEMENT

“ QRS Service has very complicated work process with various system and roles. Also, there are a lot of paper work separated with system. It needs organized process from salesman to worker at factory until deliver qualifed products for customers. ”

1

     Support communication between roles 

2

    Optimization system for providing customized infromation

3

      Expand function to help workers real-time information  

4

     Minimize complicated system, Upgrade usability and learning 

APPROACH


︎Check Overall QRS Process

︎ Analysis based in Real-Voice from field

︎ Proceed workshop gathering each role to discuss common issues

RESEARCH METHODS

Field Research

In-depth Interview

Heuristic usability evaluation

Workshop  

1.  INTERVIEWEES : Total 12 interviewees (MD, MR, Factory Workers)
2. INTERVIEW PERIOD : 2017.06.08~2017.06.16 (8 days)
3. INTERVIEW METHODS : In-Depth-Interview, Shadowing (Obseravtion Research)
4. INTERVIEW POINTS : 
    ✔︎ Check Gaps between QRS Work process and real work
    ✔︎ Check main communication points each roles
    ✔︎ Observe user behavior about using system through task demonstration

PAIN POINTS & KEY FINDINGS

︎ Occur frequent offline communication through various channel 
       
︎  Use optimized personal work files
       

︎  Task patterns to perform returning checking and reworking 
       

SOLUTIONS

1

  Minimize Tasks : reduce unnecessary and repeated work

2

   Block inefficiency and error main causes by system 

3

   Overall situational alarm 

SOLUTION1| MINIMIZE TASKS : REDUCE UNNECESSARY AND REPEATED WORK

 Personalized Dashboard to assist Collaboration 

Deal with issue through sharing detail tasks status and assistance

SOLUTION2| BLOCK INEFFICIENCY AND ERROR MAIN CAUSES BY SYSTEM

 System Going With Workflow 

Reposition sorted important information and grouping association

SOLUTION3| OVERALL SITUATIONAL ALARM 

 Task Mobile App. to check work status  

Support mobile service for mobilty environment 

LEARNINGS

I was trying to hear customer’s real voices. Especially, we had a section of workshop participating each stakeholder. That was very perfect to figure out root causes from many problems. We can get things to what we didn’t know through our research. 

CLIENT

KOMEDIAI, Inc

MY ROLE

Chatbot UX Consulting

Conversation Design

SUMMARY

I lead medical tourism chatbot platform service project in KOMEDIAI, which serves mongolian tourists. 

YEAR

2020

 

PROBLEM STATEMENT

“ Many medical tourists depend on people around them and agency to take a medical in Korea. There is nothing to serve qualified information to tourists. They need to a platform to use these information and reserve hospital in Korea themselves.”

1

     Build AI chatbot to communicate multi languages without installing messenger or apps   

2

    Recommended customized service based in behavior-predictation

3

      Deliver One-stop medical tourism service to book hospitals and trips at once   

4

     Support aftercare service and guide next reservation

APPROACH


 ︎Conduct a survey for medical tourists

︎ Interview medical tourists and stakeholders

︎ Check issue points betwen medical tourists and medical coordinators

RESEARCH METHODS

Field Research

In-depth Interview

User Survey

1.  INTERVIEWEES : Total 2 interviewees (Medical Tourism Coordinator, Medical Tourist)
2. INTERVIEW PERIOD : 2020.09.10~2020.09.11 (2 days)
3. INTERVIEW METHODS : In-Depth-Interview
4. INTERVIEW POINTS : 
    ✔︎ Check user behavior about previous service for medical tourists
    ✔︎ Check main painpoints spot of medical tourism
   ✔︎ Check medical tourism coordinator’s role and responsibility 

PAIN POINTS & KEY FINDINGS

︎ Do not sufficent Medical Information in Korea 
       
︎  Feel fatigue by contacting frequently with agent and medical coordinator
       

︎  Lack of travel experience and information in Korea
       

SOLUTIONS

1

  Self simple reservation based in personalized curation

2

   Simple UI to connect seamless conversation experience 

3

   Notification in every in time for Next step

SOLUTION1| Personalized Curation

 Personalized Quiz to recommend medical service 

Deal with issue through sharing detail tasks status and assistance

SOLUTION2| Simple UI to select quickly 

 Sliding layer popup ui to help seamless task

Enabled to confirm complicated information at once on chatbot interface

SOLUTION3| OVERALL SITUATIONAL ALARM 

 Remind Bot Notification in timely   

Send nofitication message when to do next stage

BRAND

Mint74

MY ROLE

Branding
UX Design

SUMMARY

I lead renewal design on Mint74 E-commerce site, which is, K-beauty online mall combined Influencers.

YEAR

2019

PROBLEM STATEMENT

“ Mint74 is one of the deal sites. The site has bad usability especially on Mobile. So customer retention rate on the site is super low. This brand wants to expand K-beauty ecommerce website with brand identity. ”

1

  Redesign K-beauty ecommerce website

2

  Build a branding for ‘K-Beauty’

3

    Make influencer’s review eco-system 

4

Easy-to-use shopping experience

APPROACH


 ︎ Analysis sales reports and customer reivews on Amazon 
     
︎ Analysis E-commerce site trend and products  

RESEARCH METHODS

Customer Review Analysis

Competitor Research 

PROBLEM STATEMENT


︎  Do not build ecommerce website brand identity
        “It’s like one of the deal sites.”

︎  Bad usability especially on Mobile
        “It’s like instagram not commerce sites”

︎  Super low customer retention rate
        “Come to visit only cheapest prices.”

SOLUTIONS

1

    Layout to Fit in Shopper’s Mental Model

2

   Make Brand Identity Who We Are

3

   Strong Real Reviews With Influencers 

4

   Simplify Contents & Intuitive UI

SOLUTION #1| LAYOUT TO FIT IN SHOPPER’S MENTAL MODEL

Consistent E-commerce experience

Follow standard E-commerce UX : Mega Menu, Hero Images, Best-selling items

SOLUTION2| MAKE BRAND IDENTITY WHO WE ARE

Cover Branding on site 

Give the site Brand identity which is unique personality and different point

Brand Messege

Brand Identity

Why Mint74?

• A place where to get real voice of K-Beauty

• Focused on service shorten video contents(7s, 74s)

   1. Product Image -> Product Video(7s Gif)

   2. Product Video -> Influencer Review Video (74s)

   3. Text based Blogs -> Video based K-beauty Tips

Brand Concept

• Thinner than before 

• Less than before

• Minimized Information

• Dynamic Information

Logo Type

Brand Story Who We Are

Make our own Story for retain initial customers 

SOLUTION #3| STRONG REAL REVIEWS WITH INFLUENCERS

With Influencers

Serves quilified reviews and information like product’s tips with influuncers

SOLUTION #4| SIMPLIFY CONTENTS & INTUITIVE UI

Minimized Steps

Go straight into next steps through serving buttons

• Increase Sales Revenue over 5x
  
• Acquire New Customer over 20% 

LEARNINGS

This is a very exciting project for me to understand brand e-commerce website. It’s very important not only a fancy website but also digital marketing to take place sales. I’m focused on making eco-system between influencers and products. It is not only e-commerce sites to sell products, but deliver trust product information to customers.

BRAND

Rael

MY ROLE

Amazon Contents Design

WORK WITH @SANDY.CHO
VISUAL DESIGN

SUMMARY

I redesign product contents design and brand store pages on Amazon. 

YEAR

2018

 

PROBLEM STATEMENT

“ Most of amazon users are shopping by phone. But Rael contents on Amazon are not suitable on mobile environment. It contains too many things, even text information. It is hard to figure out what the product benefits are quickly.” 

1

     Build consistent contents standard about every product lines on Amazon

2

     Help user to intuitive understand by enhancing images contents

3

     Boost conversion rate by improving contents 

4

     Enhance brand image by organizing based in storytelling contents

RESEARCH METHODS

Customer Review Analysis

Desk Research

PAIN POINTS

︎  Not easy to catch product information written small text especially on mobile
     
︎ Just listed product image without elements to make customers be attracted

︎ Hard to deliver to customers how to use products by only text and fixed images

SOLUTIONS 💡️

1

    Establish Amazon contents process

2

     Improve product images focused on function and feature

3

     Make contents based in Storytelling

4

   Build new brand store front pages

SOLUTION1| REBUILD AMAZON CONTENTS PROCESS

7 steps product page process 

Build contents standard focused on product feature 

SOLUTION2| IMPROVE PRODUCT IMAGES FOCUSED ON FUNCTION AND FEATURE

Proactive Images 

Focus on sproduct inner shape and feature instead of product package image

SOLUTION3| MAKE CONTENTS BASED IN STORYTELLING

Storytelling for Period Women 

Make “Period Beauty” story contents for worried women when to go through period 

SOLUTION4| BUILD NEW BRAND STORE FRONT PAGES

Product Collection With Brand Story  

Make new point of entry to boost sales with image elements 

Increase over 10% sales on Amazon

LEARNINGS

Customers tend to acquire active contents it’s because they aren’t able to see product detail information online directly. We have focused on outer package so far. We are trying to visualize inner shape and detail product feature after we figured out customer’s needs.

BRAND

Rael

MY ROLE

Product Design
Product Production

WORK WITH @SANDY.CHO
VISUAL DESIGN

SUMMARY

I lead the renewal product package design at Rael, which is an organic and natural feminine care brand.

YEAR

2018

 

PROBLEM STATEMENT

“ Rael has 2-category product lines as organic menstrual care and natural beauty care. But each package has been designed based on their own concept. Also, competitior products covered in white color are also similar-looking. Rael needs to have its own unique brand identity to integrate packaging. ”

1

     Redesign package of its melted brand identity

2

    Define a packaging design based on principles and standards

3

      Deliver product contents for customer’s convenience 

4

     Enhance a global brand loved by health-conscious millennials

APPROACH


 Package features on Online & Offline  Market (Amazon, Website, Target) 

 Real voice customer reviews & CS data for each channel (Amazon, Websites)

Interests & features millennials as the target customer

RESEARCH METHODS

Customer Review Analysis

Market Research Analysis

Package Prototype testing

Field Research

PAIN POINTS & KEY FINDINGS

︎  It’s hard to recognize product-subcategory & size on Amazon & website when doing the search 
       
︎  Offline markets such as Target and  Walmart are key venues to display package size and shape.
       

︎  Target customers are mainly interested not only in product quality but also in brand philosophy as like being eco-friendly 
       

SOLUTIONS

1

  Cover Oranic & Natural Brand Identity

2

   Build Package Design Principle & Standard 

3

   Develop custom-product and enhance the function

4

   Go Green Everything we made

SOLUTION 1| COVER ORGANIC & NATURAL BRAND IDENTITY

The shape of the symbol ‘R’

Impress fresh and natural feelings through Symbol ‘R’ 

Brand Tone & Manner

Impact powerful wording and memorable messaging.

SOLUTION 2| BUILD PACKAGE DESIGN PRINCIPLES & STANDARD

Color system

Formulate color system of each product line : product, size label 

Iconography

Express product detailed information making intuitive icon instead of text 

SOLUTION 3| DEVELOP CUSTOM-PRODUCT AND ENHANCE FUNCTION 

For teenagers : Petite version. 

Release petite-sized pads for teenagers with the first period. Smaller but better function

SOLUTION 4| GO GREEN WITH EVERYTHING WE MADE

Eco-friendly  : From Vinyl to Papaer 

Change packaging materials. Rael thinks of the environment.

Entrance of the  new package version of products into 1,800 target stores in the US

LEARNINGS

This is my first package design job. I’ve learned a lot of gaps between designing online and offline. It’s not easy to design a package considering both online and offline situations. There are several limited situations in printing out packages. We change colors several times for the final packaging. We go through experimental stages to get the packaging color we want for printing.