Silveride

Role

Product designer

Timeline

June 2024 - Aug 2024

Responsibilities
UX Research
Design Thinking
Wireframe
Prototyping
Branding
Interface Design

Tools
Figma
Figma Jam
Adobe Photoshop 
Adobe Firefly

Project Overview

Challeges
Redesign a taxi-hailing app accommodating physical and cognitive needs of seniors to ensure a more accessible and stress-free experience.

Opportunity
Improve the service flow of existing taxi-hailing apps in Korea and design interfaces that attract a broader range of age groups.

Project Background

How stressful would it be,
if you can’t grab a taxi
after waving for it for hours,
on an extremely hot summer day?

This project was inspired by my grandparents, who once stood by the road for an hour in the summer heat, unable to hail a taxi because all were booked through the "Kakao T" app. Although my grandfather tried using the app, he found it too complicated and frustrating, eventually giving up.

In our aging society, digital exclusion among seniors is not just their problem—it could become ours. Addressing this issue is vital for fostering a more inclusive society, where seniors can access essential services without being left behind, especially during extreme weather conditions.

Process

RESEARCH

Desk Research

Research Objectives

Investigate precise statistics on the increasing proportion of the elderly population.
Examine the current status of public transportation usage among seniors.
Analyze seniors' usage and satisfaction levels with smartphone applications.

* Please note that the research above was done in Korean then translated into English.

RESEARCH

User Interviews

To gain deeper insights into the experiences with taxi-hailing apps,  I interviewed three individuals of different age groups: two senior users, one in their late 70s and another in their mid-60s, as well as a user in their 50s whose parents are attempting to use the app.

Questions included:

Do you use taxi-hailing apps like 'Kakao T'?  
What does the process look like when you are using the app?
If you are not using the app, how do you usually get a taxi when needed?  
Are you satisfied with the current method?
What do you do when you fail get a taxi at all?
Other than taxi apps, do you use any smartphone applicationsat all?
If taxi apps were redesigned in this way, would you be willing to use them?

RESEARCH

Competitive Analysis

My analysis is based around what kind of services are offered by the apps in the same category, and how intuitively they are built within the platform.

⚠️️ Please be mindful that user preferences may vary, and the pros and cons are based on the general observation of the platform.

RESEARCH

Identifying problems

Problems in the existing services:

Initial Complexity Barrier:
Most senior users feel overwhelmed by the complexity of the app's first screen and hesitate to proceed further.
Difficulty in fixing the error:
Most seniors had trouble in the error recovery. Some had to restart the app entirely to fix a little error.
Overuse of cryptic symbols and icons:
Symbols and icons that are commonly understood by the majority may not be communicated correctly by the seniors.
Lost in the process:
Frustration in lack of clarity in stating the progress towards the completion, which caused a loss in motivation.
Dynamic Input Challenges: Frequent and overly fluid interactions, such as entering and modifying addresses, are disruptive for older users.

SYNTHESIS

Defining Problems

SYNTHESIS

Primary Persona

User Journey - Henry

SYNTHESIS

Secondary Persona

User Journey - Rebecca

IDEATION

Possible Solutions

Based on the challenges faced by direct app user with cognitive and physical limitations and proxy user managing her mom’s needs remotely, the solution focuses on creating an inclusive, simplified, and intuitive experience.

︎ Design Goals

Simplified Navigation: Minimize steps and reduce cognitive load by focusing on a single task at a time (e.g., taxi booking).

Intuitive Interfaces: Use text-based prompts, large buttons, and a logical flow that caters to both novice users and confident users.

Error Recovery: Provide clear, step-by-step guidance and easy mechanisms to undo or correct mistakes.
Supportive Features: Include voice guidance, step-to-step tutorials and real-time communication tools for all users.
Family Integration: Ensure seamless coordination between family members, allowing proxy users to assist easily.

Possible Senior user flow:

IDEATION

Information Architecture

IDEATION

Low Fidelity Wireframe

EXECUTION
Brand Identity

Colour & Typography:

EXECUTION

High Fidelity

The high-fidelity wireframe reflects the culmination of user research and iterative design in redesigning the taxi app for seniors and caregivers.

Key challenges, such as overly complex navigation, inaccessible visuals, and lack of intuitive flows, were addressed.

The redesign prioritizes simplicity, clarity, and accessibility by introducing features like a streamlined home screen, pre-registered addresses and payment options, voice guidance, and step-by-step instructions.

This wireframe demonstrates a user-friendly interface tailored to ensure seniors can independently and confidently book a taxi while enabling caregivers to provide seamless support when needed.

REFLECTION

Next Steps

MVT Testing
Conducting another set of interview after going through a minimum viable testing to see if the redesigned features are working better for the senior users.

Recruitment & Pre-test Briefing
Assign tasks to perform  
Seniors: Book a taxi using pre-registered addresses and explore error recovery features.
Caregivers: Use the family account feature to book a taxi for a senior.
Observation
Post-Test Feedback
Data Collection

REFLECTION

Conclusions

This project tackled the critical challenge of making taxi booking apps more accessible and inclusive for seniors and caregivers. Through user research and iterative design,  I focused on identifying key barriers, such as overly complex interfaces, lack of error recovery, and insufficient support for senior users with cognitive challenges.   

Prioritizing simplicity, intuitive navigation, and tailored features – such as pre-registered addresses, family accounts, and voice guidance guided me to create a solution that empowers users like Henry and Rebecca to book taxis confidently and independently.

Personal reflection

During the two months I worked on this project, I learned and gained a lot. Personally, one of the most valuable realizations I had was the importance of asking myself, “Can I create a product that truly embraces and serves those closest to me?” as a product designer.  If I can’t even address the pain points from those around me, how can I create a greater product that works for bigger group of people?

Through this project, I identified areas where I lack skills and need to improve and sparked my motivations, and it also sparked a deeper curiosity about how rapidly advancing technologies, such as artificial intelligence, can contribute to and enhance my work.

Wannawould

Role

Graphic designer

Timeline
Jan 2021 – April 2021

Responsibilities
Design Thinking
Brand Identity
Product Design
User Research
Art Direction
Game Design

Tools
Figma
Adobe Photoshop
Adobe Illustrator
Adobe InDesign

Project Overview

WANNAWOULD is a card game designed to help players reflect on their true selve versus their ideal personas. Players select responses to various scenarios — both their ideal choice and their realistic one. By comparing these answers, the game highlights
the gap between aspirations and reality, encouraging self-awareness and proactiv engagement with life. It fosters the realization that there are no right or wrong answers, only differences in perspective, where one person’s choice might be another’s ideal.
Whether for fun or deeper introspection, WANNAWOULD offers a platform for self discovery and growth.

Challenges
Creating a card game that offers a platform for self-discovery and growth and transforming the game into an app that’s easy and fun.

Opportunity
Creating a tool for meaningful self-discovery, fostering conversations, and expanding with customizable themes for diverse audiences.

Process

1. Research
2. Synthesis
3. Brand
4. Card game
5. Game app
6. Conclusion

Project Background

I was inspired by how Frida Kahlo, the renowned Mexican painter, portrayed herself so differently in two of her self-portraits. During her marriage to Diego (fig. 1), she depicted herself adorned with flowers, vibrant clothing, and accessories (fig. 2), possibly reflecting either the persona she adopted for her husband or the image Diego preferred. After their divorce (fig. 3), her self-portrait changed dramatically — she held scissors, symbolizing cutting off her hair, and wore dull suits, traditionally men’s attire, signifying freedom from the persona imposed by her marriage.

This transformation highlights how interactions, environments, and circumstances shape how we present ourselves. This concept inspired me to explore the idea of comparing idealized personas with realistic or even compromised ones.

I started from Jung’s idea that everyone in the society wears a social mask in our interaction. Through comparing the kinds of ‘masks’ people wear, I might figure out what I thought was a ‘negative persona’ might actually be an ‘ideal persona’ to someone else with differenct values.

Research

CARL JUNG’S ‘THE PERSONA’ MINDMAP BASED ON THEORIES

• The social mask that each of us wear in our interaction with others in the society;

• The personality that we try to portray to others;

• A functional complex that comes into existence for reasons of adaptation or personal convenience.

CO-EXISTENCE: ERIC BURNE’S TRANSACTIONAL ANALYSIS

• All relationship is transactional

MINDMAP BASED ON THEORIES

Synthesis

Hypothesis

Provide a chance to become conscious of who we are, including the strengths and weaknesses.

When the distinctions become clear and noticed, player can become aware that they can choose the extent to which they identify themselves with a persona.

= Make better performance/choices.

2.

Provide a chance to really think about the ideal as oppose to the realistic responses under a series of given situations.

By actually choosing the responses and have them laid out physically, abstract concept of the self may become concrete and clear.

= In the form of game to make the matter rather enjoyable than serious.

User Persona

Design Solution

︎ Design goals in creating the game.

Foster Self-Reflection: Create prompts and mechanics that encourage players to think critically about their behavior, values, and aspirations.

Encourage Open Conversations: Facilitate meaningful discussions between players by making the game engaging, inclusive, and non-judgmental.
Make It Accessible: Ensure the game is easy to learn and play, with clear instructions and relatable scenarios.
Appeal to a Broad Audience: Design scenarios and responses that resonate with diverse demographics and cultural backgrounds.
Balance Fun and Depth: Combine introspection with an entertaining and engaging gameplay experience.
Scalability: Allow for future expansions or themed decks to keep the content fresh and adaptable to various contexts (e.g., relationships, career, personal growth).

︎ Design goals in translating the game into an app format.

Card Game

Question Breakdown

Game Mechanics

The game is basically choosing the ideal answer andthe realistic answer under a given situation. Then, you compare the answers to one another as well as to the other players’ answers. It can be a conversation starter, or a party game, or just a game when you play around with when you are bored. I had to figure out a way to remove the weight of the seriousness in my research and thesis idea and integrate it as a game that is enjoyable for everyone. Following is the game mechanics.

Brand

Card Design

Question Cards
2.5 in x 3.5 in

Joker Cards
2.5 in x 3.5 in

Ideal Cards
2.5 in x 3.5 in

Realistic Cards
2.5 in x 3.5 in

Marketing Materials

Packaging Concepts

Design Solution

Design Goals

Solo and Social Play Modes: Include options for solo introspection or multiplayer modes to encourage interaction and sharing among users.

Secure Sharing Options: Enable users to share their responses with friends securely or invite others to play, fostering connection while maintaining privacy.
Dynamic Content Delivery: Randomize scenarios and tailor prompts based on user preferences or demographics for a more personalized experience.
Gamification Elements: Introduce achievements, rewards, or streaks to keep users motivated and engaged over time.
Community Building: Create features such as leaderboards, discussion forums, or adding custom questions & answers for users to connect and exchange insights.

Information Architecture

Stylesheet

Prototype

Next Steps

Conclusion

The process of creating both a physical card game and its digital app counterpart is a transformative journey that involves creativity, technical problem-solving, and deep empathy for the player experience. It’s not just about building a product, but about crafting something that resonates with others, invites reflection, and brings people together.

Reflection

References

Academy of Ideas. Introduction to Carl Jung - Individuation, the Persona, the Shadow, and the Self.
YouTube, YouTube, 13 Feb. 2016, youtu.be/uhAeXyVDDTc.

Bernstein, Douglas A. Psychology: Foundations and Frontiers. South-Western, 2016.

Description of Transactional Analysis and Games by Dr. Eric Berne Md. 28 Jan. 2013,
www.ericberne.com/transactional-analysis/.

“Function Pairs.” The Myers & Briggs Foundation, The Myers & Briggs Foundation,
www.myersbriggs.org/my-mbti-personality-type/understanding-mbti-type-dynamics/function-pairs.htm.

Luton, Frith. “The Persona as Social Mask – Trap of a Successful Persona.” FrithLuton.com, frithluton.com/articles/persona/.

“MBTI® Basics.” The Myers & Briggs Foundation, The Myers & Briggs Foundation, www.myersbriggs.org/my-mbti-personality-type/mbti-basics/.

Miller, Aidan. “Function Pairs and Learning Styles.” Psychometrics, Psychometrics Canada, 29 Jan. 2016, www.psychometrics.com/mbtiblog/practitioners-corner/function-pairs-andlearning-styles/.

Morad, Natali. “How to Use Psychology to Communicate Better and Avoid Conflict.” Medium, Medium, 7 Mar. 2018, medium.com/@NataliMorad/how-to-communicate-better-withtransactional-analysis-d0d32f9d50da.

“Transactional Analysis.” GoodTherapy, GoodTherapy, 5 Sept. 2016, www.goodtherapy.org/learn-about-therapy/types/transactional-analysis.