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



Reframe message




release



storytelling

Userresearch

ANALYSEPRODUCT



IDEATE


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



Reframe message




release



storytelling

Userresearch

ANALYSEPRODUCT



IDEATE


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


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


Prototype& test

Valueproposition

Journeymapping

DESIGNTHINKING

IDEATE


TEST

TECHNICAL ANGLE

BRAND ANGLE

DESIGN ANGLE

BEHAVIOURAL ANGLE

GROWTH ANGLE

Making search intuitive & a delight.

The Approach

CONTEXT& INSIGHTS



Wireframing



Prototype& test

Valueproposition

Journeymapping

DESIGNTHINKING

IDEATE


TEST

TECHNICAL ANGLE

BRAND ANGLE

DESIGN ANGLE

BEHAVIOURAL ANGLE

GROWTH ANGLE

Enforce the brand proposition & add storytelling

The process

CONTEXT& INSIGHTS



Wireframing



Prototype& test

Valueproposition

Journeymapping

DESIGNTHINKING

IDEATE


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

jennykan 0701_strategicux.pdf · ux/ui design gamification drive smart drive safe. to develop a...

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