Culture | Travel | Entrepreneurship
KWander
KWander
KWander
Encouraging users to gain interest in traveling to Korea through contextual information from watching their favorite K-contents.
Encouraging users to gain interest in traveling to Korea through contextual information from watching their favorite K-contents.
Encouraging users to gain interest in traveling to Korea through contextual information from watching their favorite K-contents.
Overview
Overview
I established KWander as an inclusive and informative platform exposing K-content to Gen-Z and Millennials. As most of my friends and family come from various countries to visit South Korea, they inspired me to analyze what initially attracted them to Korea. This project explores how international users gain interest in traveling to Korea, stemming from Hallyu.
I established KWander as an inclusive and informative platform exposing K-content to Gen-Z and Millennials. As most of my friends and family come from various countries to visit South Korea, they inspired me to analyze what initially attracted them to Korea. This project explores how international users gain interest in traveling to Korea, stemming from Hallyu.
Outcome
A responsive web platform that empowers users to navigate and engage with information while enjoying their favorite K-Content, creating an interactive and immersive viewing experience.
A responsive web platform that empowers users to navigate and engage with information while enjoying their favorite K-Content, creating an interactive and immersive viewing experience.
Browser Extension Plug-in
Passion Project
My Role
User Research
Ideation
User Flows
Wireframing
UI Design
Designers
Yuri Kawada
Tools
FigJam
Figma
Timeline
11 weeks
Context
What is Hallyu?
What is Hallyu?
The Korean Wave, also known as “Hallyu”, refers to the global popularity of South Korea’s food, pop culture, entertainment, music, TV and movies. Through globally recognized K-pop artists and K-content, such as the musical pop groups BTS and Blackpink, the film Parasite, and Netflix’s Squid Game, Hallyu promotes international interest and increases tourism.
The Korean Wave, also known as “Hallyu”, refers to the global popularity of South Korea’s food, pop culture, entertainment, music, TV and movies. Through globally recognized K-pop artists and K-content, such as the musical pop groups BTS and Blackpink, the film Parasite, and Netflix’s Squid Game, Hallyu promotes international interest and increases tourism.
Problem
Hallyu plays a significant role in influencing people to travel to Korea. However, when K-content is shown on streaming services, some viewers feel these contents limit people in fully understanding the context and do not lead to a good discovery experience.
Hallyu plays a significant role in influencing people to travel to Korea. However, when K-content is shown on streaming services, some viewers feel these contents limit people in fully understanding the context and do not lead to a good discovery experience.
How might we provide users with accessible, context-rich information derived from K-content?
How might we provide users with accessible, context-rich information derived from K-content?
Process
Dive deeper into the process
Dive deeper into the process
User Research
How does Hallyu content impact tourists to travel to South Korea?
How does Hallyu content impact tourists to travel to South Korea?
To explore Hallyu’s impact on tourism, I began with secondary research to identify the K-content attracting tourists to South Korea. I then conducted user interviews with three Millennial and Gen-Z travelers, showing clips from Business Proposal, Itaewon Class, and Chef’s Table: Jeong Kwan to gather insights on their experiences.
To explore Hallyu’s impact on tourism, I began with secondary research to identify the K-content attracting tourists to South Korea. I then conducted user interviews with three Millennial and Gen-Z travelers, showing clips from Business Proposal, Itaewon Class, and Chef’s Table: Jeong Kwan to gather insights on their experiences.
Secondary Research
Found 8 relevant papers and over 14 online forums to understand what kind of Hallyu contents attract tourists to travel to South Korea.
User Interviews
To find out about Hallyu's impact on tourists, 3 Millennial and Gen-Z travelers were shown clips of K-Content and interviewed on their experiences. I showed the interviewees clips of K-dramas and documentaries from Business Proposal, Itaewon Class, and Jeong Kwan's Chef's Table.
Research Findings
From these interviews, I derived 3 root causes that signify why they did not have a good discovery experience.
From these interviews, I derived 3 root causes that signify why they did not have a good discovery experience.
01
Discrepancy in Language and Culture
The discrepancy in language and culture causes disruptions in understanding the cultural context of the story because it is not only difficult for users to 100% understand K-content but also limits receiving travel inspiration or ideas.
“I know basic korean dishes that I've tried in my home country, but I didn't know that there were even more authentic korean dishes from this video.”
01
Discrepancy in Language and Culture
The discrepancy in language and culture causes disruptions in understanding the cultural context of the story because it is not only difficult for users to 100% understand K-content but also limits receiving travel inspiration or ideas.
“I know basic korean dishes that I've tried in my home country, but I didn't know that there were even more authentic korean dishes from this video.”
01
Discrepancy in Language and Culture
The discrepancy in language and culture causes disruptions in understanding the cultural context of the story because it is not only difficult for users to 100% understand K-content but also limits receiving travel inspiration or ideas.
“I know basic korean dishes that I've tried in my home country, but I didn't know that there were even more authentic korean dishes from this video.”
02
Stereotype & Limited Information in
K-Content
We found our viewers searching with different queries multiple times. But, it is difficult to find the right information because the media does not help users narrow down their search intention.
“Google gives you choices of what your looking for, but there are too many options.”
02
Stereotype & Limited Information in
K-Content
We found our viewers searching with different queries multiple times. But, it is difficult to find the right information because the media does not help users narrow down their search intention.
“Google gives you choices of what your looking for, but there are too many options.”
02
Stereotype & Limited Information in K-Content
We found our viewers searching with different queries multiple times. But, it is difficult to find the right information because the media does not help users narrow down their search intention.
“Google gives you choices of what your looking for, but there are too many options.”
03
Online research
(Travel blogs, social media, influencers)
K-Content features limited context within the story that may stereotype Korean characters. While the content provides direct context, there is more unknown information for the international tourist beyond what’s in the K-Content.
For example, a K-drama features the Han River and it only shows 잠원지구 (‘Jamwon District’). They will not have information about other areas of the Han River, e.g., 뚝섬 (‘Ttukseom’), 4대강 (4 major rivers) or 멍때리기 대회 (Spacing out contest) and what more the Han River has to offer.
“My favorite place was Han River. I always wanted to visit here because I saw it on KDramas.”
03
Online research
(Travel blogs, social media, influencers)
K-Content features limited context within the story that may stereotype Korean characters. While the content provides direct context, there is more unknown information for the international tourist beyond what’s in the K-Content.
For example, a K-drama features the Han River and it only shows 잠원지구 (‘Jamwon District’). They will not have information about other areas of the Han River, e.g., 뚝섬 (‘Ttukseom’), 4대강 (4 major rivers) or 멍때리기 대회 (Spacing out contest) and what more the Han River has to offer.
“My favorite place was Han River. I always wanted to visit here because I saw it on KDramas.”
03
Online research
(Travel blogs, social media, influencers)
K-Content features limited context within the story that may stereotype Korean characters. While the content provides direct context, there is more unknown information for the international tourist beyond what’s in the K-Content.
For example, a K-drama features the Han River and it only shows 잠원지구 (‘Jamwon District’). They will not have information about other areas of the Han River, e.g., 뚝섬 (‘Ttukseom’), 4대강 (4 major rivers) or 멍때리기 대회 (Spacing out contest) and what more the Han River has to offer.
“My favorite place was Han River. I always wanted to visit here because I saw it on KDramas.”
User Journey Map
Visualizing the User Experience
Visualizing the User Experience
I conducted a corresponding user journey map to pinpoint when the user had dissatisfying experiences while watching K-content. One of the main points to highlight was users were intrigued by the locations they saw, which motivated them to search their queries on the search engine, but it did not narrow down their discovery.
I conducted a corresponding user journey map to pinpoint when the user had dissatisfying experiences while watching K-content. One of the main points to highlight was users were intrigued by the locations they saw, which motivated them to search their queries on the search engine, but it did not narrow down their discovery.
Opportunity
How might we help users get contextual information derived from K-content?
How might we help users get contextual information derived from K-content?
I put together the main factors as to why KWander can better help the Hallyu community by providing contextual clues from the live wiki.
I put together the main factors as to why KWander can better help the Hallyu community by providing contextual clues from the live wiki.
Hallyu takes 55.3%
of travel discovery
Hallyu takes 55.3%
of travel discovery
Hallyu’s total market is
$1.1 Trillion
Hallyu’s total market is
$1.1 Trillion
There is a discrepancy between K-drama content and tourists interest in contextual information about traveling to Korea.
There is a discrepancy between K-drama content and tourists interest in contextual information about traveling to Korea.
If we provide a viewing platform that gives live Wiki during the viewing experience, it will help potential travelers to get authentic travel ideas.
Benchmarking
Examining existing platforms to understand the different levels of context shown in streaming services
Examining existing platforms to understand the different levels of context shown in streaming services
To ideate the potential features of KWander, I started by referencing the design principle of ‘users like mindless choices’ from Steve Krug’s book Don’t Make Me Think. The concept of ‘users like mindless choices’ in web design explains how users favor clear and effortless options that don’t require a lot of thought or decision-making because users want to complete their tasks quickly and productively with less number of clicks and usage of straightforward language.
Through this principle, I examined the different levels of context shown between music and video streaming services to benchmark my design. In analyzing the different platforms, I noticed that many of the streaming services that allow users to ‘watch together’ provide more social features than the context shown to the user.
To ideate the potential features of KWander, I started by referencing the design principle of ‘users like mindless choices’ from Steve Krug’s book Don’t Make Me Think. The concept of ‘users like mindless choices’ in web design explains how users favor clear and effortless options that don’t require a lot of thought or decision-making because users want to complete their tasks quickly and productively with less number of clicks and usage of straightforward language.
Through this principle, I examined the different levels of context shown between music and video streaming services to benchmark my design. In analyzing the different platforms, I noticed that many of the streaming services that allow users to ‘watch together’ provide more social features than the context shown to the user.
Contextual
Contextual
Social
Social
Hypothesis
Validating my observations and research
Validating my observations and research
If we expose contextual information to users watching K-content, they will be able to understand the culture and enhance their interest in traveling to Korea. They will get a closer idea of what life is like in Korea without the hassle of doing additional research through Google to find travel information.
This will be informative, inclusive, and personalized to the user.
If we expose contextual information to users watching K-content, they will be able to understand the culture and enhance their interest in traveling to Korea. They will get a closer idea of what life is like in Korea without the hassle of doing additional research through Google to find travel information.
This will be informative, inclusive, and personalized to the user.
CORE USER STATEMENT
CORE USER STATEMENT
“As a user, I would like to understand Korean culture, food, fashion, beauty trends, and Korean lifestyle so that I can get travel ideas when I go to Korea.”
POTENTIAL FEATURES
POTENTIAL FEATURES
01 Contextual Panel Feature
01 Contextual Panel Feature
This will prevent users from constantly searching on external websites or search engines for contextual information.
02 Social Interaction Feature
02 Social Interaction Feature
Users can connect with other online users by sharing experiences and insights.
03 Exposed Contextual Info
03 Exposed Contextual Info
Similar to Spotify’s exposed artist’s biography and merchant goods, users can have accessible context sourced from external websites.
User Flow
Streamlining the Journey
Streamlining the Journey
By summarizing the insights, the user flow demonstrates the interactivity of how users can get contextual information through different social and informational user experiences.
By summarizing the insights, the user flow demonstrates the interactivity of how users can get contextual information through different social and informational user experiences.
Brainstorming and Early Concepts
Streamlining the Journey
Contextual Panel
Contextual Panel
The information is designed as widgets on the right panel. Users can personalize by category through filtering.
Social Interaction
Social Interaction
One of the many ways users get information is through interacting on communication platforms. Preview of discussion posts will pop up on the video timeline where users can connect with other online users by sharing experiences and insights.
Exposed Contextual Information
Exposed Contextual Information
Contextual information will pop up as notifications where users can have accessible context sourced from external websites. If users want to see previous information, they can view it by toggling a button on and off in the control panel.
Wireframes
Variations in Wireframing
The wireframes showcases multiple variations of early-stage design concepts and aims to refine the user experience through iterative processes.
The wireframes showcases multiple variations of early-stage design concepts and aims to refine the user experience through iterative processes.
Final Design
Bringing the wireframes to life visually
Bringing the wireframes to life visually
Contextual Panel Feature
Contextual Panel Feature
The contextual panel consists of different widgets for users to easily consume all information at glance. Users can also use the filter to narrow down their interests.
The contextual panel consists of different widgets for users to easily consume all information at glance. Users can also use the filter to narrow down their interests.
Social Interaction Panel
Social Interaction Panel
Users can view previews of threads posted by other users and will be able to expand the thread on the side panel where they can interact with other viewers watching the show and share information.
Users can view previews of threads posted by other users and will be able to expand the thread on the side panel where they can interact with other viewers watching the show and share information.
Exposed Contextual Information
Exposed Contextual Information
Users can toggle between an expanded view and closed view of the contextual information. Users can view all information sourced from external websites and filter out information through a timestamp.
Users can toggle between an expanded view and closed view of the contextual information. Users can view all information sourced from external websites and filter out information through a timestamp.
Retrospective
Takeaways & Next Steps
Takeaways & Next Steps
Through frequent user interviews and usability testing during this project, I developed a stronger understanding of how to bring an authentic and unique experience to travelers. These research methods were instrumental in uncovering deep user needs and validating our solutions iteratively.
Looking ahead, if I had another round of iterations, I would focus more on the go-to-market strategy by identifying the Total Available Market (TAM), Serviceable Available Market (SAM), and Serviceable Obtainable Market (SOM). I would also evaluate how KWander can build more brand awareness in the target market.
Through frequent user interviews and usability testing during this project, I developed a stronger understanding of how to bring an authentic and unique experience to travelers. These research methods were instrumental in uncovering deep user needs and validating our solutions iteratively.
Looking ahead, if I had another round of iterations, I would focus more on the go-to-market strategy by identifying the Total Available Market (TAM), Serviceable Available Market (SAM), and Serviceable Obtainable Market (SOM). I would also evaluate how KWander can build more brand awareness in the target market.
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