UX Portfolio Kelly Ser / UX Designer

FOOD

Redistribution for

better supply-demand balance

EDUCATION

Ensure children from lower income families

thrive in initial years

TAXI

Creation of new experiences

for driver and passenger

REAL ESTATE

Improvement of website design for

enhanced information architecture

FOOD | OVERVIEW

In 2013, Singapore set a record 703,200 tonnes of food wastage

This is enough to fill 600 Olympic-sized swimming pools!

One man’s trash is another man’s treasure

Over 100,000 lower income families & elderly households rely on

donations/government subsidies for food

Around 20 VWOs offer free meals-on-wheels services & run meal

centres around Singapore Limited resources: Only offers lunches; Typically Mon-Fri only

Instead of throwing the food

away, why not share it with those

who need it?

FOOD | INTERVIEWS + INSIGHTS + HMWs

A series of stakeholder interviews, visits and shadowing revealed that

How might we encourage and facilitate volunteerism amongst donors, VWOs and volunteers through the omnipresent smartphone?

How might we encourage F&B establishments to redistribute food (that would otherwise be disposed of) into the stomachs of the needy elderly and lower income families?

Food producers i.e. F&B establishments were often largest food wasters but

missing in food donation drives

Volunteerism needs to be integrated seamlessly into people’s lifestyle

if we want increased participation

Donors and volunteers require encouragement/incentives to continue their

involvement in meal programmes

FOOD | IDEATION + ITERATIVE PROTOTYPING

“Most industries have already jumped on the smartphone/high speed connectivity bandwagon, so why should the social services sector lag behind?”

Already established meals on wheels & meal centres arrangements

The final solution had to be readily

implementable and tap on the Existing surplus of food

waste generated by F&B establishments

High connectivity of the general populace through the smartphone

In consultation with stakeholders, we set out to develop an app and a cloud database to store information on stakeholders involved in the programme The app will serve as the data collector and also “street directory” for both the food donors i.e. F&B establishments and the collection teams i.e. Volunteers/VWOs

FOOD | SOLUTION

Introducing the

“Food Where They Belong” Programme Supported by mobile app based technology and cloud database storage

FOOD | SOLUTION

Just 3 easy steps and voila! Meal delivery to the doorstep of needy families

FOOD | SOLUTION

Mobile Wireframes and Mock-ups F&B Establishments

New users click to sign up

Existing users click to log in

Click to update on donation for

the day

Click for updates on collection progress and messages from beneficiaries

Click for info on achievement level

Choose a preferred timing

Indicate no. of boxes of veg, meat, carbs for donation Need more

containers? Indicate no. required

Real-time update on collection progress

See how many more donations to unlock next

achievement

FOOD | SOLUTION

Mobile Wireframes and Mock-ups Volunteers/VWOs

New users click to sign up

Existing users click to log in

Click for info on pickup schedule Click to

double check on items to bring along

Click to tabulate all containers collected at the end of day

Overview of pickup locations

and timing

Total no. of containers to be

collected

No. of top-up containers for donors

Click once storage is done

properly

Indicate whether all collections

were successful

Click once everything is in order

EDUCATION | OVERVIEW

So, how might parents in low-income communities ensure

children thrive in their first five years?

Parents navigate these obstacles, so that children not only survive but thrive — in their early years

Parents and caregivers play an influential role in ensuring children have the best start in life

Skills, competencies & habits gained in these years accompany children into adulthood

The first five years of a child’s life are a crucial time — filled with exciting milestones and innumerable roadblocks

In low-income communities there are substantial barriers to overcome

EDUCATION | INTERVIEW + INSIGHTS

Discussions with VWOs, govt officials, govt subsidised pre-schools and parents from low income communities revealed that

Parents are receptive to being educated, but lack time,

money and avenue to do so

Low income parents face additional constraints e.g. health problems, addiction etc that compromises

their ability to be an educator

Involvement in their childrens’ lives value

add to their education

Children have a strong desire for

role models in their lives

External reinforcements are key motivators for

for children’s growth and development

2-pronged approach of teaching children and

parents (on how to teach) is the most effective

Lack of resources

Parenting

Things important to children

Implementation

EDUCATION | HMWs + ALTERNATE WORLD INSPIRATIONS

Dot voting to select pertinent issues to be addressed before generation of HMWs

Parents face additional constraints e.g. health problems, addiction that

compromises their ability to be an educator

Parents involvement in children's’ lives value add to their education

2 pronged approach of teaching children and parents (on how to teach)

is most effective

HMW create a nurturing environment that provides positive reinforcements to children?

HMW ensure that parents are receptive towards learning about educating their children from teachers?

HMW instill commitment from parents to be regularly involved in educating their children?

Disneyland

Shopping Mall Loyalty Programme

ISSUES HMWs

EDUCATION | IDEATION + PROTOTYPING

Developed ideas to address each HMWs and shortlisted two for prototyping

To give all low income families an “education pack” comprising of a simple start-up kit with toys/books that parents

can use with their children (multi-language)

Provide monetary incentives to compensate parents when they are “on duty” learning/receiving

instructions from teachers on how to educate children

EDUCATION | SOLUTION

Introducing

“THE SMART BOX” Specially designed to meet the needs of parents and children (0-5 years old) from lower income families

What does “The Smart Box” come with? #1 Tools to guide parents on simple

ways to play with/educate children at home

#2 In-house guidance by volunteers available upon request

#3 Learning development guide to chart children’s progress

#4 Free enrolment in govt subsidised pre-school

#5 Incentive Card: Reward parents for efforts in learning skills to educate children

Best of all, it’s free for all lower income families with children below age 5!

EDUCATION | SOLUTION

Tools

Incentive Card

Box doubles up as crib!

Learning development chart

Lower income families may not always have a clean, clear space for new-borns

Caters for both indoor���& outdoor activities

Available in various languages

EDUCATION | SOLUTION – HOW IT WORKS

EDUCATION | SOLUTION – INCENTIVE CARD

Card allows parents to take time off work & learn skills to teach their child

Parent take time-off from work

Meet teacher to discuss child’s development

When satisfied, teacher credits points* into incentive card

Teacher shares key learning techniques that parent can try at home

Teacher will assess parent’s understanding of technique taught

*Points can be converted to food/book vouchers to compensate them for time away

from work and to incentivise continued participation in programme

TAXI | OVERVIEW

With the rising cost of private transport in Singapore, there has been a rise in usage of public transport for commute. The Taxi, with its door-to-door convenience and efficiency, has become increasingly popular. Unfortunately, the number of unpleasant experiences shared by passengers and drivers have also been on the rise.

Service Provider

Passenger Service Host

Driver

See Hail

Boarding Conversation

Drive Payment Unload

Bye

Drivers should see themselves as Service Hosts rather than Drivers

Fatherly Safety Fred

Fatherly Safety Fred

Fatherly Safety Fred

TAXI | INTERVIEWS + INSIGHTS + PERSONAS

Interviews with stakeholders

involved in the journey and field visits were made

Driver Pregnant woman Drunkard

Professional Student Pet owner

INSIGHTS ²  Smell in taxi played a key role in affecting

journey experience ²  Talkative drivers irritate passengers at times ²  Passengers preferred route clarification

before journey commenced ²  Rising taxi rentals make it inevitable for

drivers to drive fast

Fatherly Safety Fred

Considerate Smelly Aunty Sally

Tipsy Owl-ly Kumar

A range of personas were then created, with their respective needs, wants, expectation, frustrations etc listed down

How-Might-Wes (HMWs) were developed to meet the needs of each persona. “Tipsy Owl-ly Kumar” was the persona of choice for further ideation based on the HMWs

TAXI | HMWs + IDEATION

HMW increase the

availability of taxis?

HMW increase taxi drivers’ geographical orientation?

HMW adjust the level of engagement according to the passenger’s preference?

HMW ensure

selection of

optimal route?

Creative Matrix for ideation Prioritisation Matrix to select ideas for prototyping

Tipsy Owl-ly Kumar

TAXI | PROTOTYPING

Dedicated customer care team for each region

Driver bonus for timely

arrival at

destination

Card for passenger to indicate “Do Not

Disturb”

Panel for passenger’s reference

on traffic conditions

and ETA

A series of prototypes were created based on the 4 ideas selected, and subsequent iterative testing with stakeholders helped to refine the designs further

Prototyping

Series of iterations based on user feedback

The 4 ideas selected for prototyping

TAXI | SOLUTION

Encapsulates all 4 ideas, taking into account ease of implementation and cost efficiency

Introducing the

Forecasting Ability

Location Map

Engagement Preference

Rating System

Enables passenger to track taxi location during journey

Ensures undisturbed journey if preferred by

passenger

Cost of trip and ETA estimation once destination is confirmed

(uses real-time traffic conditions for estimation)

Allows centralised tracking of driver performance and

incentive scheme to aid in staff retention

Real time feedback system that improves Driver-

Passenger engagement Arrival Time : Traffic Condition :

Estimated Fare :

5:35 PM SMOOTH

5:28 PM

Chat

Quiet

$7.80

REAL ESTATE | OVERVIEW

Rental/purchase of real estate is not an everyday affair Information asymmetry between buyer/tenant/owner/landlord and salesperson/agent subjects the transaction to many potential problem points

When problem arises, the buyer/tenant/owner/landlord’s first point of resolution is to

search for answers online

REAL ESTATE | WEBSITE ANALYSIS

Cluttered homepage with too many icons: No focus for user at first glance

Very wordy: Makes website cluttered and unfriendly

Information overload: Difficult for users to locate required information

Duplicated links to same info on website: Confuses user

REAL ESTATE | USER JOURNEY MAP

•  Information on website should be rearranged to meet the information needs of users at the identified touch points

•  Many website users are first-timers and are there to seek clarification. Thus quick indication of answers to queries will be key to ensure positive user experience

•  Information should be presented clearly in a concise manner to ensure understanding by wide spectrum of users

To identify website touch points for (i) Owner/Landlord (ii) Buyer/Tenant (iii) Salesperson/Agent  

REAL ESTATE | PROPOSED WEBSITE REVAMP

Introducing the revamped CEA website

Homepage

User can either indicate their (a) Intent of using the website or

(b) go straight to info on the respective user groups

Potential New Salesperson

Each page provides a visual overview with details available in

horizontal tabs

Guide users to required info: Users to identify areas of interest on Homepage

Re-categorisation of info: Avoid duplication of links to the same resource

More visuals than text: Quick understanding of facts at a glance

Help users contextualise understanding of info: Case studies accompanying info to avoid need for complaints

REAL ESTATE | PROPOSED WEBSITE REVAMP

Introducing the revamped CEA website

Guide users to required info: Users to identify areas of interest on Homepage

Re-categorisation of info: Avoid duplication of links to the same resource

More visuals than text: Quick understanding of facts at a glance

Help users contextualise understanding of info: Case studies accompanying info to avoid need for complaints

Buyer / Tenant

Case studies to contextualise information to aid in user’s

understanding

Contact Us

Streamlined complaint submission process to avoid tormenting

users who are already unhappy with Agent/Salesperson

END

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