UX Portfolio - Kelly Ser

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  • 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 mans trash is another mans 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 peoples 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 childs 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 childrens 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 childrens 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, its 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 childs development

    When satisfied, teacher credits points* into incentive card

    Teacher shares key learning techniques that parent can try at home

    Teacher will assess parents 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 Smell in taxi played a key role in affecting

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

    before journey commenced 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 passengers 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 passengers 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/landlords 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 users

    understanding

    Contact Us

    Streamlined complaint submission process to avoid tormenting

    users who are already unhappy with Agent/Salesperson

  • END

    This document contains information that is privileged and confidential. The information provided herein is intended for information only and may not be published or circulated (in whole/in part) without the authors written consent.