Project type
Behavioral Design / Cross-Cultural Adaptation Platform
sector
E-Learning
Social Media
Team
Product Owner
Developers
Developers
Tools
Figma
Adobe Illustrator
Adobe Photoshop
Hotjar
Time
8 Weeks
CLIENT
GLOBAL GATEWAY
role
Lead Behavioral Researcher & Strategist
role
Lead Behavioral Researcher & Strategist
Contribution
Cultural Adaptation Research (Ethnography)
Behavioral Design Strategy
Triangulation Methodology Implementation
Information Architecture Design
Triangulation Methodology Implementation
Information Architecture Design
objective
Design a digital platform that serves as a cultural lifeline for incoming international students, strategically addressing infrastructure illiteracy and driving the adoption of UK sustainable practices by prioritizing social integration.
My process
I utilize a design thinking process, which is non-linear. If you would like to see my process for this project and others, visit my UX research portfolio.
THE CHALLENGE: CULTURAL SHOCK AND HIDDEN INFRASTRUCTURE ILLITERACY
International students arriving in the UK faced severe Culture Shock, primarily manifesting as a lack of knowledge regarding complex, localized infrastructure (e.g., waste sorting, recycling, food purchasing norms). This "infrastructure illiteracy" led to inefficient, unsustainable behaviors, inadvertently contributing to a larger carbon footprint. Traditional resources failed because they addressed sustainability as a duty rather than a social or immediate need.
International students arriving in the UK faced severe Culture Shock, primarily manifesting as a lack of knowledge regarding complex, localized infrastructure (e.g., waste sorting, recycling, food purchasing norms). This "infrastructure illiteracy" led to inefficient, unsustainable behaviors, inadvertently contributing to a larger carbon footprint. Traditional resources failed because they addressed sustainability as a duty rather than a social or immediate need.
THE STRATEGY: THE "TROJAN HORSE" APPROACH
I devised a "Trojan Horse" strategy informed by behavioral design and ethnographic research. The core insight, validated through Contextual Observation and Triangulation, was that social cohesion was the primary motivator. Therefore, the strategy was to embed critical sustainable actions (the "hidden objective") within highly desirable, high-value social tools (the "Trojan Horse"), such as localized recipe sharing and social event coordination.
I devised a "Trojan Horse" strategy informed by behavioral design and ethnographic research. The core insight, validated through Contextual Observation and Triangulation, was that social cohesion was the primary motivator. Therefore, the strategy was to embed critical sustainable actions (the "hidden objective") within highly desirable, high-value social tools (the "Trojan Horse"), such as localized recipe sharing and social event coordination.
Language difficulty is less about academic competence and more about social confidence. The struggle to speak English hinders casual interaction with locals, creating a social isolation loop that actively prevents the cultural adjustments necessary for comfortable daily life.
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
THE SOLUTION: SEAMLESSLY EMBEDDED ACTION
The solution was a platform designed around adaptation and social life:
The solution was a platform designed around adaptation and social life:
Adaptation Content: Provided resources like localized recipes, event discovery, and social group formation to ease culture shock. Embedded Sustainability: Actions like waste sorting and food waste reduction were seamlessly integrated into these tools (e.g., a recipe card included the recycling steps for all ingredients' packaging). Prioritizing the Unverbalized: Ethnographic shadowing was used to capture subconscious behaviors (like ignoring recycling bins) that interviews would miss, allowing the platform to target the precise points of friction.
Adaptation Content: Provided resources like localized recipes, event discovery, and social group formation to ease culture shock. Embedded Sustainability: Actions like waste sorting and food waste reduction were seamlessly integrated into these tools (e.g., a recipe card included the recycling steps for all ingredients' packaging). Prioritizing the Unverbalized: Ethnographic shadowing was used to capture subconscious behaviors (like ignoring recycling bins) that interviews would miss, allowing the platform to target the precise points of friction.
THE IMPACT: Behavioral Change at Scale
THE IMPACT: Behavioral Change at Scale
Adoption Rate (Sustainable Practices): Achieved an estimated 60% increase in student adoption rates for complex UK sustainable practices (e.g., waste sorting) among early users. Information Retrieval Time: Reduced the time spent searching for culture and infrastructure knowledge (e.g., recycling rules) by 45% by integrating contextual guidance into social tools. User Engagement: The "Trojan Horse" social tools achieved a high daily/weekly active user rate (75% WAU in the first month) due to the high social value proposition. Design Validation: The Behavioral Design strategy was fully validated by Contextual Observation, proving that social cohesion was the primary driver for compliance over duty.
Events Tab
Recipes Tab
User Profile
Sustainability Learning
CLIENT
GLOBAL GATEWAY
sector
E-Learning
Social Media
role
Lead Behavioral Researcher & Strategist
Project Type
Behavioral Design / Cross-Cultural Adaptation Platform
Tools
Figma
Adobe Illustrator
Adobe Photoshop
Hotjar
Team
Product Owner
Developers
Time
8 Weeks
Contribution
Tools
Figma
Adobe Illustrator
Adobe Photoshop
Adobe Illustrator
Adobe Photoshop
Contribution
Cultural Adaptation Research (Ethnography)
Behavioral Design Strategy
Triangulation Methodology Implementation
Information Architecture Design
CLIENT
GLOBAL GATEWAY
sector
E-Learning
Social Media
role
Lead Behavioral Researcher & Strategist
Project Type
Behavioral Design / Cross-Cultural Adaptation Platform
Tools
Figma
Adobe Illustrator
Adobe Photoshop
Hotjar
Team
Product Owner
Developers
Time
8 Weeks
Contribution
Cultural Adaptation Research (Ethnography)
Behavioral Design Strategy
Triangulation Methodology Implementation
Information Architecture Design
GLOBAL GATEWAY
GLOBAL GATEWAY
GLOBAL GATEWAY
GLOBAL GATEWAY
GLOBAL GATEWAY
PROJECT TYPE
Behavioral Design / Cross-Cultural Adaptation Platform
sector
E-Learning
Social Media
Team
Product Owner
Developers
Developers
tools
Figma
Adobe Illustrator
Adobe Photoshop
Hotjar
Time
8 Weeks
PORTRAIT
TOP PRIORITIES GRID
PERSONA
TOP PRIORITIES
USABILITY ISSUES
COMPETITIVE ANALYSIS
TRIANGULATION
TOP PRIORITIES GRID
PERSONA
TOP PRIORITIES
USABILITY ISSUES
COMPETITIVE ANALYSIS
TRIANGULATION
TOP PRIORITIES GRID
PERSONA
TOP PRIORITIES
USABILITY ISSUES
COMPETITIVE ANALYSIS
TRIANGULATION
▼
Real Recommendations
by real
people
Featuring
curators
from
around
the
world
▼
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
NEW SCS IMAGERY (CUSTOMER PREFERRED)
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
NEW SCS IMAGERY (CUSTOMER PREFERRED)
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
NEW SCS IMAGERY (CUSTOMER PREFERRED)
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
OLD SCS IMAGERY
NEW SCS IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
OLD SCS IMAGERY
NEW SCS IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
OLD SCS IMAGERY
NEW SCS IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
PRIMARY RESEARCH
AFFINITY MAP
IMMERSIVE EXPERIENCE CONCEPT
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
Caption text
PRIMARY RESEARCH
AFFINITY MAP
IMMERSIVE EXPERIENCE CONCEPT
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
Caption text
PRIMARY RESEARCH
AFFINITY MAP
IMMERSIVE EXPERIENCE CONCEPT
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
Caption text
PRIMARY RESEARCH
AFFINITY MAP
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
PRIMARY RESEARCH
AFFINITY MAP
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
PRIMARY RESEARCH
AFFINITY MAP
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
OLD BRANDING ACCESSIBILITY ISSUES
WIREFRAMES
BRANDING AFTER MY HELP REBRANDING
EXPERT COMPETITIVE REVIEW
BUYER PERSONA
LEARNER PERSONA
BUYER USER FLOW
SWOT ANALYSIS
LEARNER USER FLOW
CARD SORTING
USABILITY TESTING
COMPANIES THAT TRUST THE APP
WCAG ACCESSIBILITY ISSUES
NEW BRANIDING AFTER MY HELP
GRID SYSTEM & BREAKPOINTS
NEW BRANDING WCAG
OLD BRANDING ACCESSIBILITY ISSUES
WIREFRAMES
BRANDING AFTER MY HELP REBRANDING
EXPERT COMPETITIVE REVIEW
BUYER PERSONA
LEARNER PERSONA
BUYER USER FLOW
SWOT ANALYSIS
LEARNER USER FLOW
CARD SORTING
USABILITY TESTING
COMPANIES THAT TRUST THE APP
WCAG ACCESSIBILITY ISSUES
NEW BRANIDING AFTER MY HELP
GRID SYSTEM & BREAKPOINTS
NEW BRANDING WCAG
OLD BRANDING ACCESSIBILITY ISSUES
WIREFRAMES
BRANDING AFTER MY HELP REBRANDING
EXPERT COMPETITIVE REVIEW
BUYER PERSONA
LEARNER PERSONA
BUYER USER FLOW
SWOT ANALYSIS
LEARNER USER FLOW
CARD SORTING
USABILITY TESTING
COMPANIES THAT TRUST THE APP
WCAG ACCESSIBILITY ISSUES
NEW BRANIDING AFTER MY HELP
GRID SYSTEM & BREAKPOINTS
NEW BRANDING WCAG
OLD BRANDING ACCESSIBILITY ISSUES
WIREFRAMES
BRANDING AFTER MY HELP REBRANDING
EXPERT COMPETITIVE REVIEW
BUYER PERSONA
LEARNER PERSONA
BUYER USER FLOW
SWOT ANALYSIS
LEARNER USER FLOW
CARD SORTING
USABILITY TESTING
COMPANIES THAT TRUST THE APP
WCAG ACCESSIBILITY ISSUES
NEW BRANIDING AFTER MY HELP
GRID SYSTEM & BREAKPOINTS
NEW BRANDING WCAG
OLD BRANDING ACCESSIBILITY ISSUES
WIREFRAMES
BRANDING AFTER MY HELP REBRANDING
EXPERT COMPETITIVE REVIEW
BUYER PERSONA
LEARNER PERSONA
BUYER USER FLOW
SWOT ANALYSIS
LEARNER USER FLOW
CARD SORTING
USABILITY TESTING
COMPANIES THAT TRUST THE APP
WCAG ACCESSIBILITY ISSUES
NEW BRANIDING AFTER MY HELP
GRID SYSTEM & BREAKPOINTS
NEW BRANDING WCAG
OLD BRANDING ACCESSIBILITY ISSUES
WIREFRAMES
BRANDING AFTER MY HELP REBRANDING
EXPERT COMPETITIVE REVIEW
BUYER PERSONA
LEARNER PERSONA
BUYER USER FLOW
SWOT ANALYSIS
LEARNER USER FLOW
CARD SORTING
USABILITY TESTING
COMPANIES THAT TRUST THE APP
WCAG ACCESSIBILITY ISSUES
NEW BRANIDING AFTER MY HELP
GRID SYSTEM & BREAKPOINTS
NEW BRANDING WCAG
THE SOLUTION: SEAMLESSLY EMBEDDED ACTION
The solution was a platform designed around adaptation and social life:
THE SOLUTION: SEAMLESSLY EMBEDDED ACTION
Adaptation Content: Provided resources like localized recipes, event discovery, and social group formation to ease culture shock. Embedded Sustainability: Actions like waste sorting and food waste reduction were seamlessly integrated into these tools (e.g., a recipe card included the recycling steps for all ingredients' packaging). Prioritizing the Unverbalized: Ethnographic shadowing was used to capture subconscious behaviors (like ignoring recycling bins) that interviews would miss, allowing the platform to target the precise points of friction.
THE IMPACT: Behavioral Change at Scale
THE SOLUTION: SEAMLESSLY EMBEDDED ACTION
Adoption Rate (Sustainable Practices): Achieved an estimated 60% increase in student adoption rates for complex UK sustainable practices (e.g., waste sorting) among early users. Information Retrieval Time: Reduced the time spent searching for culture and infrastructure knowledge (e.g., recycling rules) by 45% by integrating contextual guidance into social tools. User Engagement: The "Trojan Horse" social tools achieved a high daily/weekly active user rate (75% WAU in the first month) due to the high social value proposition. Design Validation: The Behavioral Design strategy was fully validated by Contextual Observation, proving that social cohesion was the primary driver for compliance over duty.
GRID SYSTEM
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THUMB ZONE
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GRID SYSTEM
THUMB ZONE
WCAG
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GRID SYSTEM
THUMB ZONE
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GRID SYSTEM
THUMB ZONE
WCAG
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THUMB ZONE
WCAG
COLOR PALETTE
GRID SYSTEM
THUMB ZONE
WCAG
COLOR PALETTE
AR ZONE USER TESTING
AR ZONE USER TESTING
AR ZONE TESTING
WIZARD OF OZ (USER TESTING)
T-STONE DEVICE
T-STONE DEVICE PARTS
AR ZONE USER TESTING
AR ZONE USER TESTING
AR ZONE TESTING
WIZARD OF OZ (USER TESTING)
T-STONE DEVICE
T-STONE DEVICE PARTS
AR ZONE USER TESTING
AR ZONE USER TESTING
AR ZONE TESTING
WIZARD OF OZ (USER TESTING)
T-STONE DEVICE
T-STONE DEVICE PARTS
T-STONE DEVICE
T-STONE DEVICE PARTS
GRYROSCOPIC EFFECT SPINNER
AR ZONE USER TESTING
AR ZONE USER TESTING
AR ZONE TESTING
WIZARD OF OZ (USER TESTING)
T-STONE DEVICE
T-STONE DEVICE PARTS
GRYROSCOPIC EFFECT SPINNER
AR ZONE USER TESTING
AR ZONE USER TESTING
AR ZONE TESTING
WIZARD OF OZ (USER TESTING)
T-STONE DEVICE
T-STONE DEVICE PARTS
GRYROSCOPIC EFFECT SPINNER
AR ZONE USER TESTING
AR ZONE USER TESTING
AR ZONE TESTING
WIZARD OF OZ (USER TESTING)
Events Tab
Recipes Tab
User Profile
Sustainability Learning
THE CHALLENGE: CULTURAL SHOCK AND HIDDEN INFRASTRUCTURE ILLITERACY
International students arriving in the UK faced severe Culture Shock, primarily manifesting as a lack of knowledge regarding complex, localized infrastructure (e.g., waste sorting, recycling, food purchasing norms). This "infrastructure illiteracy" led to inefficient, unsustainable behaviors, inadvertently contributing to a larger carbon footprint. Traditional resources failed because they addressed sustainability as a duty rather than a social or immediate need.
My process
I utilize a design thinking process, which is non-linear. If you would like to see my process for this project and others, visit my UX research portfolio.
THE STRATEGY: THE "TROJAN HORSE" APPROACH
I devised a "Trojan Horse" strategy informed by behavioral design and ethnographic research. The core insight, validated through Contextual Observation and Triangulation, was that social cohesion was the primary motivator. Therefore, the strategy was to embed critical sustainable actions (the "hidden objective") within highly desirable, high-value social tools (the "Trojan Horse"), such as localized recipe sharing and social event coordination.
CLIENT
GLOBAL GATEWAY
Contribution
Behavioral Design Strategy
Triangulation Methodology Implementation
Information Architecture Design
Cultural Adaptation Research (Ethnography)
objective
Design a digital platform that serves as a cultural lifeline for incoming international students, strategically addressing infrastructure illiteracy and driving the adoption of UK sustainable practices by prioritizing social integration.
My process
I utilize a design thinking process, which is non-linear. If you would like to see my process for this project and others, visit my UX research portfolio.
role
Lead Behavioral Researcher & Strategist
CLIENT
GLOBAL GATEWAY
Contribution
Behavioral Design Strategy
Triangulation Methodology Implementation
Information Architecture Design
Cultural Adaptation Research (Ethnography)
objective
Design a digital platform that serves as a cultural lifeline for incoming international students, strategically addressing infrastructure illiteracy and driving the adoption of UK sustainable practices by prioritizing social integration.
My process
I utilize a design thinking process, which is non-linear. If you would like to see my process for this project and others, visit my UX research portfolio.
role
Lead Behavioral Researcher & Strategist
RESEARCH METHODS
USER TESTING
INSIGHTS
ROUND 2: USER TESTING
USABILITY TESTING
RESEARCH METHODS
USER TESTING
INSIGHTS
ROUND 2: USER TESTING
USABILITY TESTING
RESEARCH METHODS
USER TESTING
INSIGHTS
ROUND 2: USER TESTING
USABILITY TESTING
PRIMARY RESEARCH
AFFINITY MAP
IMMERSIVE EXPERIENCE CONCEPT
PROCESSING PRIMARY RESEARCH
TARGET GROUP
PAIN POINTS
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
IMMERSIVE EXPERIENCE
PRIMARY RESEARCH
AFFINITY MAP
IMMERSIVE EXPERIENCE CONCEPT
PROCESSING PRIMARY RESEARCH
TARGET GROUP
PAIN POINTS
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
IMMERSIVE EXPERIENCE
PRIMARY RESEARCH
AFFINITY MAP
IMMERSIVE EXPERIENCE CONCEPT
PROCESSING PRIMARY RESEARCH
TARGET GROUP
PAIN POINTS
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
IMMERSIVE EXPERIENCE
PRIMARY RESEARCH
AFFINITY MAP
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
PRIMARY RESEARCH
AFFINITY MAP
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
PRIMARY RESEARCH
AFFINITY MAP
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
PRIMARY RESEARCH
AFFINITY MAP
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
PRIMARY RESEARCH
AFFINITY MAP
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
PRIMARY RESEARCH
AFFINITY MAP
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
PRIMARY RESEARCH
AFFINITY MAP
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
PRIMARY RESEARCH
AFFINITY MAP
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
PRIMARY RESEARCH
AFFINITY MAP
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
OLD BRANDING ACCESSIBILITY ISSUES
WIREFRAMES
MARKETING AFTER MY HELP REBRANDING
WCAG ACCESSIBILITY ISSUES
CARD SORTING
NEW BRANIDING
GRID SYSTEM & BREAKPOINTS
USABILITY TESTING
NEW BRANDING WCAG
OLD BRANDING ACCESSIBILITY ISSUES
WIREFRAMES
MARKETING AFTER MY HELP REBRANDING
WCAG ACCESSIBILITY ISSUES
CARD SORTING
NEW BRANIDING
GRID SYSTEM & BREAKPOINTS
USABILITY TESTING
NEW BRANDING WCAG
OLD BRANDING ACCESSIBILITY ISSUES
WIREFRAMES
MARKETING AFTER MY HELP REBRANDING
WCAG ACCESSIBILITY ISSUES
CARD SORTING
NEW BRANIDING
GRID SYSTEM & BREAKPOINTS
USABILITY TESTING
NEW BRANDING WCAG
OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
REOCURRING THEMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
REOCURRING THEMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
REOCURRING THEMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
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USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
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RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
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USABIILITY TESTING
RESEARCH METHODS
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RESEARCH METHODS
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RESEARCH METHODS
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RESEARCH METHODS
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RESEARCH METHODS
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RESEARCH METHODS
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RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
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USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
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USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
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USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
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RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
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RESEARCH METHODS
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PRIMARY RESEARCH
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RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
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RESEARCH METHODS
ROUND 2: USER TESTING
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RESEARCH METHODS
ROUND 2: USER TESTING
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RESEARCH METHODS
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RESEARCH METHODS
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RESEARCH METHODS
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PRIMARY RESEARCH
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RESEARCH METHODS
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RESEARCH METHODS
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RESEARCH METHODS
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RESEARCH METHODS
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GRID SYSTEM
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OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
REOCURRING THEMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
REOCURRING THEMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
REOCURRING THEMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
top insights
THE STRATEGY: THE "TROJAN HORSE" APPROACH
THE STRATEGY: THE "TROJAN HORSE" APPROACH
THE STRATEGY: THE "TROJAN HORSE" APPROACH
I devised a "Trojan Horse" strategy informed by behavioral design and ethnographic research. The core insight, validated through Contextual Observation and Triangulation, was that social cohesion was the primary motivator. Therefore, the strategy was to embed critical sustainable actions (the "hidden objective") within highly desirable, high-value social tools (the "Trojan Horse"), such as localized recipe sharing and social event coordination.
Language difficulty is less about academic competence and more about social confidence. The struggle to speak English hinders casual interaction with locals, creating a social isolation loop that actively prevents the cultural adjustments necessary for comfortable daily life.
Language difficulty is less about academic competence and more about social confidence. The struggle to speak English hinders casual interaction with locals, creating a social isolation loop that actively prevents the cultural adjustments necessary for comfortable daily life.
TOP CHALLENGES
THE SOLUTION: SEAMLESSLY EMBEDDED ACTION
THE SOLUTION: SEAMLESSLY EMBEDDED ACTION
THE SOLUTION: SEAMLESSLY EMBEDDED ACTION
THE SOLUTION: SEAMLESSLY EMBEDDED ACTION
The solution was a platform designed around adaptation and social life:
The solution was a platform designed around adaptation and social life:
The solution was a platform designed around adaptation and social life:
Adaptation Content: Provided resources like localized recipes, event discovery, and social group formation to ease culture shock. Embedded Sustainability: Actions like waste sorting and food waste reduction were seamlessly integrated into these tools (e.g., a recipe card included the recycling steps for all ingredients' packaging). Prioritizing the Unverbalized: Ethnographic shadowing was used to capture subconscious behaviors (like ignoring recycling bins) that interviews would miss, allowing the platform to target the precise points of friction.
Language difficulty is less about academic competence and more about social confidence. The struggle to speak English hinders casual interaction with locals, creating a social isolation loop that actively prevents the cultural adjustments necessary for comfortable daily life.
SOLUTIONS
THE IMPACT: Behavioral Change at Scale
THE IMPACT: Behavioral Change at Scale
THE IMPACT: Behavioral Change at Scale
Adoption Rate (Sustainable Practices): Achieved an estimated 60% increase in student adoption rates for complex UK sustainable practices (e.g., waste sorting) among early users. Information Retrieval Time: Reduced the time spent searching for culture and infrastructure knowledge (e.g., recycling rules) by 45% by integrating contextual guidance into social tools. User Engagement: The "Trojan Horse" social tools achieved a high daily/weekly active user rate (75% WAU in the first month) due to the high social value proposition. Design Validation: The Behavioral Design strategy was fully validated by Contextual Observation, proving that social cohesion was the primary driver for compliance over duty.
Events Tab
User Profile
Recipes Tab
Sustainability Learning
AR ZONE USER TESTING
AR ZONE USER TESTING
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WIZARD OF OZ (USER TESTING)
T-STONE DEVICE
T-STONE DEVICE PARTS
T-STONES
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T-STONES
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AR ZONE USER TESTING
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T-STONES
T-STONE DEVICE
T-STONE DEVICE PARTS
GYROSCOPIC EFFECT SPINNER
AR ZONE USER TESTING
AR ZONE USER TESTING
AR ZONE TESTING
WIZARD OF OZ (USER TESTING)
T-STONE DEVICE
T-STONE DEVICE PARTS
GYROSCOPIC EFFECT SPINNER
AR ZONE USER TESTING
AR ZONE USER TESTING
AR ZONE TESTING
WIZARD OF OZ (USER TESTING)
T-STONE DEVICE
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GYROSCOPIC EFFECT SPINNER
AR ZONE USER TESTING
AR ZONE USER TESTING
AR ZONE TESTING
WIZARD OF OZ (USER TESTING)
T-STONE DEVICE
T-STONE DEVICE PARTS
GYROSCOPIC EFFECT SPINNER
AR ZONE USER TESTING
AR ZONE USER TESTING
AR ZONE TESTING
WIZARD OF OZ (USER TESTING)
T-STONE DEVICE
T-STONE DEVICE PARTS
GYROSCOPIC EFFECT SPINNER
AR ZONE USER TESTING
AR ZONE USER TESTING
AR ZONE TESTING
WIZARD OF OZ (USER TESTING)
T-STONE DEVICE
T-STONE DEVICE PARTS
GYROSCOPIC EFFECT SPINNER
AR ZONE USER TESTING
AR ZONE USER TESTING
AR ZONE TESTING
WIZARD OF OZ (USER TESTING)
T-STONE DEVICE
T-STONE DEVICE PARTS
GYROSCOPIC EFFECT SPINNER
AR ZONE USER TESTING
AR ZONE USER TESTING
AR ZONE TESTING
WIZARD OF OZ (USER TESTING)
T-STONE DEVICE
T-STONE DEVICE PARTS
GYROSCOPIC EFFECT SPINNER
AR ZONE USER TESTING
AR ZONE USER TESTING
AR ZONE TESTING
WIZARD OF OZ (USER TESTING)
T-STONE DEVICE
T-STONE DEVICE PARTS
GYROSCOPIC EFFECT SPINNER
AR ZONE USER TESTING
AR ZONE USER TESTING
AR ZONE TESTING
WIZARD OF OZ (USER TESTING)
tHE bRIEF
Objective
Objective
Objective
Design a digital platform that serves as a cultural lifeline for incoming international students, strategically addressing infrastructure illiteracy and driving the adoption of UK sustainable practices by prioritizing social integration.
My process
I utilize a design thinking process, which is non-linear. If you would like to see my process for this project and others, visit my UX research portfolio.
My process
I utilize a design thinking process, which is non-linear. If you would like to see my process for this project and others, visit my UX research portfolio.
My process
I utilize a design thinking process, which is non-linear. If you would like to see my process for this project and others, visit my UX research portfolio.
My process
I utilize a design thinking process, which is non-linear. If you would like to see my process for this project and others, visit my UX research portfolio.
top pain points
THE CHALLENGE: CULTURAL SHOCK AND HIDDEN INFRASTRUCTURE ILLITERACY
THE CHALLENGE: CULTURAL SHOCK AND HIDDEN INFRASTRUCTURE ILLITERACY
THE CHALLENGE: CULTURAL SHOCK AND HIDDEN INFRASTRUCTURE ILLITERACY
THE CHALLENGE: CULTURAL SHOCK AND HIDDEN INFRASTRUCTURE ILLITERACY
International students arriving in the UK faced severe Culture Shock, primarily manifesting as a lack of knowledge regarding complex, localized infrastructure (e.g., waste sorting, recycling, food purchasing norms). This "infrastructure illiteracy" led to inefficient, unsustainable behaviors, inadvertently contributing to a larger carbon footprint. Traditional resources failed because they addressed sustainability as a duty rather than a social or immediate need.
International students arriving in the UK faced severe Culture Shock, primarily manifesting as a lack of knowledge regarding complex, localized infrastructure (e.g., waste sorting, recycling, food purchasing norms). This "infrastructure illiteracy" led to inefficient, unsustainable behaviors, inadvertently contributing to a larger carbon footprint. Traditional resources failed because they addressed sustainability as a duty rather than a social or immediate need.
International students arriving in the UK faced severe Culture Shock, primarily manifesting as a lack of knowledge regarding complex, localized infrastructure (e.g., waste sorting, recycling, food purchasing norms). This "infrastructure illiteracy" led to inefficient, unsustainable behaviors, inadvertently contributing to a larger carbon footprint. Traditional resources failed because they addressed sustainability as a duty rather than a social or immediate need.