Redefine
Role
Team Lead, Art director, Lead designer
Team Lead, Art director, Lead designer
Timeline
Sept 2020 – Jan 2021
Sept 2020 – Jan 2021
Responsibilities
Design Thinking
Brand Identity
Product Design
User Research
Art Direction
Design Thinking
Brand Identity
Product Design
User Research
Art Direction
Tools
Figma
Adobe Photoshop
Adobe Illustrator
Adobe InDesign
Cinema 4D
Figma
Adobe Photoshop
Adobe Illustrator
Adobe InDesign
Cinema 4D
Project Overview
Challeges
Establish a campaign to address quarter-life crisis and design a solution that can help people in crisis overcome their hardships.
Opportunity
Motivate and encourage young adults to bring them as part of a healthy society with broader opportunities and innovations.
Participated Team Members:
Serok Park (Selina)
Design Lead, Art Direction, Visual Design, Research, Copywriting
Kai Gaspard
Visual Design, Research, Motion Design
Hanting Wang
Visual Design, Research,
3D exhibition Design
Project Background
Project Synopsis: The Crisis
In today’s society, success is often measured by wealth or status. However, success cannot have a universal definition, as it varies based on individual perspectives1. The “Quarter-Life Crisis,” characterized by anxiety about the direction and quality of one’s life2, affects 75% of individuals aged 25 to 333, according to LinkedIn research.
Project Description
Redefine is an organization dedicated to challenging traditional notions of success and guiding individuals in pursuing their personal goals. We aim to help users recognize that success is unique to each person by encouraging them to define it in their own terms. Through self-reflection and alignment with personal values, individuals can clarify their visions, set meaningful goals, and continue their journey toward success.
Process
Research
1. Target Audience Analysis
2. Factors Triggering the Crisis
3. What Did People Do to Overcome Quarter Life Crisis?
“How can we integrate this into our service?”
Hypothesis![]()
User Analysis Summary
Primary User
The most common trigger for a quarter-life crisis is uncertainty about life or career direction. Our primary users are individuals struggling to identif their purpose or “driving force” and seeking clarity about their future.
Secondary User
The second most common trigger is financial dissatisfaction. Our secondary users are individuals who feel unfulfilled by their current income and seek ways to improve their financial situation.
Tertiary User
The third major trigger is stress from responsibilities, such as limited freedom to travel, societal pressures to marry, or start a family. Our tertiary users are individuals seeking greater independence and freedom from these constraints.
User Persona [Slideshow]
Brand Development
Through in-depth research into the causes of quarter-life crise among young adults, we aimed to redefine success as understandin what it means to you personally. Our insights revealed that the journey to success begins with setting meaningful goals roote in an individual’s core values. These values act as a guiding force ensuring that as long as your goals align with them, the path to your version of success remains accessible.
To redefine success based on
an individual's values.
The Brand
Colour
Typography
Design Applications
2D Applications
To help users identify their unique values, we categorized a comprehensive list and narrowed
it down to seven key ones: Accomplishment, Relationships, Prestige, Wealth, Health, Kindness, and Passion. These categories serve as a startin point for introspection, helping our audience reflect on what matters most to them. From these seven values, we selected three to create headlines and lead copy for our integrated marketing communications, ensuring our messaging resonates deeply with our audience’s aspirations and needs.
3D Applications:
Public exhibition design
Public exhibition design
The Redefine exhibition features three paths leading to a central mirror room, symbolizing the journey of self-reflection and value discovery. Each path highlights a different life struggle, with stamps available for collection along the way. Visitors who collect all three stamps can share a photo on Instagram with #RedefineSuccess for a chance to win three life-coaching sessions. This event encourages deeper engagement and a closer look at the exhibition’s materials.
3D concept design rendered by Hanting Wang
Merch design
Design Solution
︎ Design Goals
- User-Centric Experience: Ensure the app is intuitive, visually appealing, and user-friendly, catering to individuals in a state of uncertainty or stress.
- Engagement and Motivation:
Incorporate interactive elements, gamification, and progress tracking to keep users engaged and motivated throughout their journey.
-
Community Building: Facilitate meaningful connections through forums, group discussions, and mentorship opportunities.
- Guided Self-Discovery:
Offer tools and exercises for reflection, goal-setting, and value identification to help users gain clarity and direction.
- Accessibility and Inclusivity: Ensure the app is accessible to users with diverse needs and backgrounds, offering features like multiple languages and compatibility with assistive technologies.
Possible User Flow
Low/Mid Fidelity Wireframe
Next Steps
- Complete wireframing for all services on the platform
-
User Testing and Feedback
• Conduct Usability Testing
• Collect Feedback - Iterate and Refine the Design
• Address Feedback
• Enhance Content - Design High-Fidelity Mockups
• Visual Design
• Interaction Design - Prepare for Prototyping or Development
- Continue Validation and Iteration • Test the prototype
Conclusions
The Redefine project represents a meaningful journey to address the struggles faced by individuals during a quarter-life crisis. By challenging conventional notions of success, the project provides a platform for self-discovery, goal-setting, and community engagement. From initial research to the design of an app, an exhibition, and supporting materials, Redefine successfully integrates innovative tools and experiences to inspire users to redefine their own paths to success. The project demonstrates a thoughtful and usercentered approach, emphasizing inclusivity, empowerment, and personal growth.
