JENNYKAN 0701_StrategicUX.pdf · UX/UI Design Gamification Drive Smart Drive Safe. To develop a...
Transcript of JENNYKAN 0701_StrategicUX.pdf · UX/UI Design Gamification Drive Smart Drive Safe. To develop a...
JENNYKANUX Strategy & Creative Direction | 2019www.jennykan.com
Strategic thinker with design- and innovation skillset. 11 years experience in concept development for start-ups, multinationals, brands on branding- activation-, performance- & design trajectories. Experienced in mentoring and guiding a multidisciplinary team of creatives and developers.
Brands I worked for:
About
Strategies are only as effective as the insights they are based on. I thrive on understanding the problem space and coming up with fitting solutions. A tool I have refined over the years is a dynamic approach that helps in the innovation/ UX process. It’s a blended angle of branding, design, growth and behavioural design.
Product strategy & UX Strategy
THECOMPETITION
CONTEXT &INSIGHTS
OBSERVE &UNDERSTAND
EMPATHISE
IDEATE
PROTOTYPE
TEST
IMPLEMENT
METRICSPRODUCT
1ST RELEASE
THEPRODUCT
BRAND ANGLE
DESIGN ANGLE
TECHNICAL ANGLE
BEHAVIOURAL ANGLE
GROWTH ANGLE
LEV
ERA
GE
& S
YN
ERG
Y
STRATEGIC THINKING
QUALITY CONTROL
Any solution starts with exploring the problem space. So you start with insights. Your insights shape your process, and your process-learnings refine your accumulated insights.
Blended lean prototyping process. Jenny Kan 2018
Context, insights, (user-) feedback and understanding fuel the ideation- & concept development. Start with rough ideas & assumptions and refine through different lenses.
Human-centered innovation goes hand in hand with design driven decisions. involve end-users & stakeholders and evolve your product/idea.
Insights - Learnings - Insights Informed decisions Learn & evolveThe process of innovation
How do you drive an audience to a desired (behavioral) change?With motivational design & gamification! For this pitch for the municipality of Utrecht, I conceived the solution with a behavioral design driven concept. (Finalist Project IRIS Challenge 2019, funded by European Union’s Horizon 2020.)
Ideation Market researchBehavioural designGamificationConceptdevelopmentFramingStorytelling
Empower&play
The Municipality of Utrecht was looking for a scalable (and affordable) solution that would help low-incomes household gain awareness on their power consumption and as a result reducing their energy bills.
Sustained (behavioral) change does not solely lie in developing a tool, but in understanding human behaviour. For thisproject I dove into behavioural design and blended it with the user/customer funnel often used in marketing psychology.By genuinely ‘getting’ the problem, you cancome up with a fitting solution. A concisejourney on the next page.
The problem
The solution
Ideation processEmpathize with users. Step in their shoes.. what could be their motivations & drives?
Behavioral Design Funnel A blended model with insights derivedfrom marketing psychology & behavioral design. Custom madeto support concept rationale.
Product approachAiming for synergy by combining the insights with existing capacities.
Complete concept & ideation deckavailable for more elaboration on request.
Etihad’s personal butler is conceived to remain distinctivein the competitve airline industry.A personal & visual enticing User Experience.
Market researchData analysisAncillary sales drivenGrowthProduct strategyUX strategy
Your personalbutler.
To develop a product that feels exclusive,personal, easy to use and extremely smart & intuitive to the user’s needs. An app that is appealing to use and calls for action to upgrade extra services.
Design driven process with a focus ona delightful design with smooth & frictionlessdesign. Visual imagery and persuasivecopy writing to create the optimal userexperience.
Product Strategy
UX Strategy
“Within one screen, you feel personally greeted, the app is easy to use, visually appealing and you feel
enticed to explore more .. and eventually to purchase theextra upgrade.”
UX Vision
Inspiration
The Approach
pleasant navigation
Visual appealing
Persuasivecopy writing
Intuitive
Personifcation
designdelight
Easy to use
Call to Action
*Strategic proposal available to review (on request)
The outcome
9
The Belgian startup Mobietrain was looking for a strategic partnerto help them bring their vision to live:an educational platform for (retail-)employees leveraging gamification &motivational design.
Ideation ConceptArt DirectionTesting/ Quality controlClient facing roleUser validation
Gamifiedlearning
Based on the exisiting content providedby the learning expert of the Mobietrain team we developed the game formats (wireframes first). After approval of the wireframes we started to design the screens. The MVP/pilot was tested with theemployees of our lauching customer ‘Azadea’. After improving the MVP, the platform was developed with a developmentpartner in Portugal.
http://www.mobietrain.com
Mobietrain was selected to participateat Startupbootcamp Amsterdam in 2018 and won the ‘Coolest HR Tech Innovation Award 2019’ in Belgium, Mechelen.
The process
The Outcome
Progress is shown on happy, brightcheerful splash screens with niceanimations.
Employees learn by doingeasy to solve and intuitive games.
A personalized dashboardshow the employees their progress,level & status.
Brands
Progress
Gameplay
Personal dashboard
Some screenshots of the learning program
Optimizing an existing brand’s product story & storytelling.
UX AuditOnboarding reviewRebrandingCharacter DesignTone of VoiceStorytellingRedesign AppSocial MediaUX/UI DesignGamification
Drive SmartDrive Safe.
To develop a strong brand with a likeable& distinctive brand mascotte to convey a light, upbeat & fun message about safedriving (which can be quite boring).
Develop a fun to use app, with a humourous brand icon that stimulates positive behaviour. A smooth, frictionless onboardingprocess & gamified core features to rewardpositive behaviour.
Product Strategy
UX Strategy
CONTEXT& INSIGHTS
Product 1streleaseSlow growth
Review product- design- usability- functionalitydetect weak spots in flow
Reframe message
OnboardingAppCommunity buildingGamification
Rebrand +refresh proposition
Prototype& launch 2nd
release
Optimiseweakspots:onboarding
brandproduct message
storytelling
Userresearch
ANALYSEPRODUCT
DETECT WEAK SPOTS& OPPORTUNITIES
IN USER FLOWWHERE ARETHE LEAKS?
IDEATE
PROTOTYPECLICKABLE PROTOTYPE
BRANDEXTENSION
LAUNCH WHITE LABEL
TECHNICAL ANGLE
BRAND ANGLE
DESIGN ANGLE
BEHAVIOURAL ANGLE
Initial product:
The initial SafeDrivePod app was just one single screen. No user feedback, no story. If suffered slow growth and no consistent usage.
‘no privacy’
‘being guarded’
‘big brother is watching you’
‘boringonboarding’
‘boringapp’
The Approach
CONTEXT& INSIGHTS
Product 1streleaseSlow growth
Review product- design- usability- functionalitydetect weak spots in flow
Reframe message
OnboardingAppCommunity buildingGamification
Rebrand +refresh proposition
Prototype& launch 2nd
release
Optimiseweakspots:onboarding
brandproduct message
storytelling
Userresearch
ANALYSEPRODUCT
DETECT WEAK SPOTS& OPPORTUNITIES
IN USER FLOWWHERE ARETHE LEAKS?
IDEATE
PROTOTYPECLICKABLE PROTOTYPE
BRANDEXTENSION
LAUNCH WHITE LABEL
TECHNICAL ANGLE
BRAND ANGLE
DESIGN ANGLE
BEHAVIOURAL ANGLE
MEET CLIVE FROM SAFE DRIVE.
‘humanisingthe brand’
‘a communityof smart & safedrivers’
‘fun &likable’
‘safe driving issmart driving.’
The revamp:
Introducing a likeable and distinctive brand icon thatpresents the story in an upbeat & positive manner.
The Approach
Used by:
CONTEXT& INSIGHTS
Product 1streleaseSlow growth
Review product- design- usability- functionalitydetect weak spots in flow
Reframe message
OnboardingAppCommunity buildingGamification
Rebrand +refresh proposition
Prototype& launch 2nd
release
Optimiseweakspots:onboarding
brandproduct message
storytelling
Userresearch
ANALYSEPRODUCT
DETECT WEAK SPOTS& OPPORTUNITIES
IN USER FLOWWHERE ARETHE LEAKS?
IDEATE
PROTOTYPECLICKABLE PROTOTYPE
BRANDEXTENSION
LAUNCH WHITE LABEL
TECHNICAL ANGLE
BRAND ANGLE
DESIGN ANGLE
BEHAVIOURAL ANGLE
Outcome: redesign onboarding, app, brand extensionhttps://invis.io/8QF6T7PCJ#/271814793_iPhone_8_Home_Screen
The process
Leadbox is created as a solution on the question: How to increase lead opportuniites?
MVP development cycleLean prototypingUX ResearchUX/ UI DesignGamificationAlpha testingGoogle PlaystoreApple App store
Leadbox
To develop a product that removes the hassle of lead generation & lead sharing. A platform that encourages lead-sharing with gamified mechanics and a UX that’s intuitve and rewarding.
Design driven process with quantitative & qualitative research. With young assumptions we built the first MVP. We involved stakeholders in our initital test to test, learn & iterate.
Product Strategy
UX Strategy
OBSERVE &UNDERSTAND
Brief2 Phase Product Dev:Lead ConversionCommunity building
Test assumptionwith qualitative user research
Wireframing
MVP
Visual design+ delight
Pilot 1.0
RoughSketch of
idea/product
Refineproduct
requirements
EMPATHISE
IDEATE
PROTOTYPEMVP
TEST
TECHNICAL ANGLE
DESIGN ANGLE
BEHAVIOURAL ANGLE
GROWTH ANGLE
Product goals Inspiration
pleasant navigation
easy
nativeapp
tone ofvoice
iOsAndroid
designdelight
microrewards
microanimations
The Approach
OBSERVE &UNDERSTAND
Brief2 Phase Product Dev:Lead ConversionCommunity building
Test assumptionwith qualitative user research
Wireframing
MVP
Visual design+ delight
Pilot 1.0
RoughSketch of
idea/product
Refineproduct
requirements
EMPATHISE
IDEATE
PROTOTYPEMVP
TEST
TECHNICAL ANGLE
DESIGN ANGLE
BEHAVIOURAL ANGLE
GROWTH ANGLE
The outcome
Working MVP available - on request
The process
Let’s make looking for holiday for your kidsa real breeze.
Design ThinkingValue PropositionJourney mappingLean prototypingUX ResearchUX/ UI DesignGamification
Kwiet!
To develop a marketplace for holidays for kids that serves both business owners as parents. A smart search & profile buidling engine. Distinctive branding & tone of voice.Delightful design.
Market research, learn from best practices,journey mapping, business design, branding, interaction design, visual design.Clickable prototype as initial validation toattract investors.
Product Strategy UX Strategy
CONTEXT& INSIGHTS
Business ideamarketplace for kids strategic customers:leisure business
Competitive analysiswhat’s out there?
Wireframing
Brandingtone of voicestorytelling
Visual design+ delight
Prototype& test
Valueproposition
Journeymapping
DESIGNTHINKING
IDEATE
PROTOTYPECLICKABLE PROTOTYPE
TEST
TECHNICAL ANGLE
BRAND ANGLE
DESIGN ANGLE
BEHAVIOURAL ANGLE
GROWTH ANGLE
Making search intuitive & a delight.
The Approach
CONTEXT& INSIGHTS
Business ideamarketplace for kids strategic customers:leisure business
Competitive analysiswhat’s out there?
Wireframing
Brandingtone of voicestorytelling
Visual design+ delight
Prototype& test
Valueproposition
Journeymapping
DESIGNTHINKING
IDEATE
PROTOTYPECLICKABLE PROTOTYPE
TEST
TECHNICAL ANGLE
BRAND ANGLE
DESIGN ANGLE
BEHAVIOURAL ANGLE
GROWTH ANGLE
Enforce the brand proposition & add storytelling
The process
CONTEXT& INSIGHTS
Business ideamarketplace for kids strategic customers:leisure business
Competitive analysiswhat’s out there?
Wireframing
Brandingtone of voicestorytelling
Visual design+ delight
Prototype& test
Valueproposition
Journeymapping
DESIGNTHINKING
IDEATE
PROTOTYPECLICKABLE PROTOTYPE
TEST
TECHNICAL ANGLE
BRAND ANGLE
DESIGN ANGLE
BEHAVIOURAL ANGLE
GROWTH ANGLE
The outcome:
https://invis.io/GWCG5RKRA#/242202583_Kwiet_B2C_Landingpage_B
The process
360 degrees product refresh campaignCreative direction, team management, cross department supervising, art direction
AmericanExpress Hong Kong
How to refresh your positioning &reintroduce your hero services?
By launching a 360O campaign introducing the perks and benefits of the American Express Cathay Pacific Card. Video on request.
My role: ideation, concept development, campaign outline, interim creative direction, art direction and supervising the design and production.
BRIEF
OgilvyOne Hong Kong/ Sr. Art director6
PizzaHut social activationRevival concept, art direction
PizzaHutSocial Activation
OgilvyOne Hong Kong/ Sr. Art director
How to make your brand relevantto a young audience?
By launching the Light Up App. A motion based web app to make drawings to connect with friends. My role: concept development, campaign outline, art direction, supervising the design
and production.
BRIEF
8
Brandawareness & product launch campaignCreative direction, team management, cross department supervising, art direction
LaprairieDigital Activation
9
OgilvyOne Hong Kong/ Sr. Art director
How to enforce your brand’sdigital online positioning?
By conceiving The Timeless Beauty social campaign, that launches the product and spark’s the brand’s online presence. My role: ideation, campaign outline, art direction.
BRIEF