Major Project
Digital Packaging and Unwrapping Experience [Read more]
Maamo is an AR packaging service for couples in long-distance relationships
Maamo is an AR packaging service that provides AR characters and content enabling couples in long-distance
relationships to personalise their gift-packaging and be involved in the exchange moment virtually so that they feel
togetherness as if they exchanged a gift in person.
The challenge
Among multiple steps of exchanging a gift, this study focused on the wrapping and exchanging stages of long-distance couples in a digital context. The focus was chosen because considering the aesthetic presentation of the gift-giving process is important when assessing recipients’ gift-related responses. This was especially meaningful to be explored for romantic couples in long-distance relationships because they cannot exchange a gift in person and this may cause them to misunderstand each other’s intentions and feelings. The study aimed to explore difficulties that the target users face when exchanging gifts online, in order to identify an opportunity to boost togetherness between partners.
User research
Three primary research methods have been used to collect data. 10 card sorting with two different groups (5 per group) were conducted to compare the preference in digital gifts between two groups. However, it turned out that participants prefer physical gifts to digital gifts. Therefore, the focus of the study was adjusted after using the card sorting method.
12 semi-structured interviews aimed to uncover how current gift exchanging experiences impact their satisfaction with gifts and relationships. The mind mapping method with 8 samples was conducted to know how the participants relate keywords about gifting unconsciously.
Key insights
Data were collated and analysed using affinity mapping. Key insights included:
- There are needs to enhance the feeling of connectedness remotely because their relationship stage is descending following Knapp's relationship model.
- The personalisation in gift packaging is important. It is because there are limited options on existing e-commerce services where the target users order a gift frequently.
- A lack of exchange moment leads to low satisfaction with gifts. The research revealed that a video call is not enough to share their feelings and the moment. It caused the target user to have a desire for virtual interaction such as hologram and teleportation.
Design iteration
The insights were turned into opportunity statements using the 'How Might We' method. The UX concept was iterated based on the results of 'crazy 8's' and 'user feedback'. Regarding the prototyping stage, the design was iterated three times using experience prototyping with bodystorming, low-fidelity prototyping with co-designing, and high-fidelity prototyping with A/B testing.
Design outcome - giver's journey
The giver's journey aims to create the AR packaging by choosing the face, hair, outfit, accessories, and personality of the AR character and content such as photos, music playlists, and voice messages. To start the creation, they must order a gift on the e-commerce website first to add the reference number to the Maamo service.
Design outcome - receiver's journey
When the gift from the giver arrives, the receiver will have physical guidance to unwrap the packaging with Maamo in the gift box. As the homepage is with the camera feature, the QR code will be scanned automatically. The receiver can interact with the content and call to the giver on the service.
Design outcome
The service has other interesting features such as photos with the AR character of their partner and the shared library that has the gifts exchanged in the past.
Minji Kim
I am a data-driven designer that tackles user issues in a logical and innovative way.
I come from South Korea, and I have a first degree in Consumer Studies from Ewha W.University. With a background of Social Science and Design, I aim to approach user issues with well-developed research considering societal and technological trends.
Through the duration of my degree, I have developed strengths in data analysis to extract actionable insights and prototyping to reflect user requirements to the interface in the fast-paced environment.
I am passionate about innovation in the lifestyle of people in response to the changing trends. Therefore, I look to continue working in the Fintech, E-commerce, and IoT industries to make people's lives easier. I am excited to see where my experience at Loughborough University will lead me to!
Major Project
Digital Packaging and Unwrapping Experience
Awards
'20 Winner of the Ford Fund Smart Mobility Challenge
Awarded the 2nd place with the service 'Ubag' - a baggage delivery app using the community resources such as private drivers and local stores. It aimed to enhance the mobility of travellers with heavy luggage.
'20 Design by Nature - Shortlisted
Shortlisted in the Design by Nature competition held by Hubbub with the service 'Longkit', - a personal assistant app that extends the life of clothing to reduce the consumption of fast fashion brands by generation Z.
'19 UXathon - Best Branding
Awarded 'Best Branding' as part of the UXathon in 2019, for client 'Medirecords' - a medical recording app for patients struggling with cancers to cure with off label drugs and supplements.