Jennifer Choi Portfolio by Robert Rabinovitz

PORTFOLIO

JENNIFER CHOI

Introduction

JENNIFER CHOI is a design strategist and creative maven. Tuned into the future, she works with clients to make ideas a reality.

LOCATION

Having multicultural parents from Hong Kong and Philippines and growing up in cosmopolitan Singapore, I love traveling and working on international projects. With technology, there are virtually no boundaries. choijennifer@hotmail.com http://www.choijennifer.com (917) 756-4243

EXPERIENCE FINDINGS PLC Web Design Branding ASSEMBLY NEW YORK Marketing Retail Management

GOSH ADVERTISING Social Media Strategy Project Management UX

MARC BY MARC JACOBS Sales STARWORKS GROUP Fashion PR 08

Internship

Freelance

New York

Part-Time

PERSONALITY TYPE

INTP see the world in terms of how it can be analyzed and improved. They are critical thinkers and conceptual problem solvers, finding enjoyment in imagining creative solutions.

Extroverted

Famous INTPs

Intuitive

Thinking

Feeling

Judging

Perceiving

Singapore

London

Jamaica

COMPETENCIES

SKILLS

Branding

Adobe Photoshop, Indesign and Illustrator

Marketing

Excel, Quickbooks

Content Strategy

Wordpress

Social Media Strategy

Google Analytics

Graphic and Web Design

Magento

Retail Management

Fashion GPS, Cision

E-Commerce

LANGUAGES

Introverted

Sensing

Explored

Lived

PARSONS THE NEW SCHOOL FOR DESIGN Strategic Design and Management (BBA) Foundation - 1 year, Fashion Design - 1 semester

KADOMAY DRESSMAKING Dressmaking

University

CENTRAL SAINT MARTINS Digital Printing on Textiles

NANYANG ACADEMY OF FINE ARTS Graphic Design

Courses

POPSPOKEN International Trends Writer

Aristotle

Albert Einstein

Nikola Tesla

INTERESTS

English Mandarin French Nature

Cooking

Mixtapes

HOW I WORK

! !

SOLVING PROBLEMS

STRATEGY

RESEARCH

is about applying concepts creatively. What if, and can it be done better or differently?

is survival. Be efficient, but thorough. The details are important, but donâ&#x20AC;&#x2122;t miss thebig picture.

gives purpose, and analysis yields insights. They make ideas tangible, believable and meaningful.

PLANNING

FREEDOM

INITIATIVE

is knowing when to take risks.

is valuing independent creativity. Brainstorm alone so you can brainstorm together.

is actively proposing and implementing new strategies, and having pride in seeing them take effect.

COLLABORA- PATTERNS TION

DESIGN

2 is better than 1. An alternative point of view has synergy; it complements what you already have.

I see where trends and are going next and how you can influence them.

is making content both visually and contextually attractive. Does it make sense,does it excite? Is it what people need?

ENTREPRENEURSHIP

PROGRESS

ABSTRACTION

I have wild optimism and a vision for opportunity.

The more unexpected the feedback, the better. Are you creating anything new and improved?

is beautiful. I am drawn to Physics, Math and Nature, systems that work in magical ways.

Jennifer Choi | Portfolio

1 BRANDING

Kitsuné Kitsuné Kitsuné

CONTENT STRATEGY

MARKETING

MR DALES HOME

WHAT’S NEW

SENIOR THESIS

SIGN OUT

DESIGNERS APPAREL AccESSORIES SHOES STYLE GUIDE THE GUY FILES GEAR GUIDE STYLE IcONS

EvENTS

SUMMER TIME WE SHOWCASE THE BEST GEAR , GArB AND GIFTS

READ & SHOP NOW

FEATURED DESIGNER

GEAR GUIDE

DENIM REMIXed

MICHAEL KORS

THE GUY FILES

JASPER at 59th ST

EVENTS ENTER NOW!

STYLE IcONS:

Ryan Gosling

HELP Contact Us Style Advisors Shipping Information Returns Policy Terms & Conditions Privacy Policy

DESIGNERS Burberry HUGO BOSS Polo Ralph Lauren RLX Ralph Lauren Salvatore Ferragamo Theory More designers

EDITORIAL Style Guide Dale’s Dudes Gear Guide Style Icons Events Video Manuals

MR DALES iPhone App QR Tags Store Item GPS LOYALLIST Careers Affiliates Advertising Your Feedback Corporate

Receive the latest details on sales, new arrivals, events and rewards. SUBMIT

Jennifer Choi | Portfolio

BRANDING

Kitsuné 2010

Branding, Graphic Design

CLOTHES LABEL

Photoshop and Illustrator

MAISON KITSUNÉ is a fashion and music label from France. The name ‘Kitsuné’ with an accent grave is a playful French twist on the Japanese word for fox, their mascot. The challenge was to adapt the brand to the fashion capital of New York City. The approach was to combine the styles of Japanese Origami and

French Embroidery, giving the label international appeal. Kitsuné urban casual apparel of high quality and craftsmanship would fit right at home in the upscale Meatpacking District. A consistent brand image was developed through distinctly French colors, which translated through their logo, typeface and packaging.

School Project: 2D Integrated Studio, Communications

STOREFRONT RENDERING

Branding | Kitsuné

Jennifer Choi | 2

INSPIRATION IMAGES

LOOK RENDERING

LOGOTYPE

Learning Curve

Kitsuné Kitsuné Kitsuné INITIAL SKETCHES

Branding | Kitsuné

Jennifer Choi | 4

sune

HANG TAGS

SHOPPING BAG

Kitsune

Cardigan

Trousers

Polo Tee

$100

$90

$75

Made in France

PROMOTIONAL POSTCARDS

Kitsune Cardigan Made in $100France

n France

Branding | KitsunĂŠ

Kitsune Trousers Made in$90France

Polo Tee $75

Jennifer Choi | 6

Findings Education 2012

Branding, Web Design

DIN

LOGOTYPE

FINAL LOGO

Photoshop and Illustrator

FINDINGS EDUCATION is a center that offers tutoring, research and consulting services. The letters E, R and C were incorporated into the isometric logo in the form of a book, symbolizing knowledge. Existing competitors in the market often offered an overload of information that was primarily academic and

Trade Gothic

focused on grades. In order to differentiate themselves, they had to position themselves as a welcoming center for lifelong and holistic learning, where students could be inspired. The brand identity, including logo, color palette and web layouts, were developed through three rounds of prototyping and discussion. LOGO PROTOTYPES

Freelance

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Findings Pte Ltd

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E D U C AT I O N

ethics education environment

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EDUCATION

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Branding | Findings Education

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Jennifer Choi | 8

LANDING PAGE OPTIONS

FINAL LANDING PAGE

inspired learning

●❍❍❍❍

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01 January 2013 01 January 2013 01 January 2013

Institutions

Parents

Students

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Educators

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hello@findings.com +6591912928

Each option was organized by consumer groups or services offered. INTERIOR PAGES

inspired learning

●❍❍❍❍

ANNOUNCEMENTS

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STUDENTS

Announcements

PARENTS

Branding | Findings Education

Research

STUDENTS

INSTITUTIONS

EDUCATORS

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Teaching

hello@findings.com +6591912928

PARENTS

Consulting

Counselling

INSTITUTIONS

EDUCATORS

hello@findings.com +6591912928

Jennifer Choi | 10

FINAL INTERIOR PAGES

Each option was organized by consumer groups or services offered. Branding | Findings Education

Jennifer Choi | 12

MARKETING

Assembly New York 2012

Social Media Strategy, Marketing, Retail Management

ASSEMBLY NEW YORK is a multi-brand boutique owned by CFDA nominated designer Greg Armas. Apart from the in-house RTW menswear and womenswear collections, the store carries hard to find international designers and vintage, which have earned it cult status. The goal was to deliver a seamless omnichannel retail experience and reposition Assembly as being fresh, dynamic and approachable. In order to acquire new fans and drive traffic

INTEGRATED MARKETING

HTML, CSS, Photoshop, Indesign, Magento, Quickbooks

to the webshop, I initiated the marketing program and developed a social media strategy and for integrating their Instagram, Twitter, Pinterest, and Tumblr through revamping their Facebook page. I planned categories of content aimed to be informative and engaging. As a result, we gained 700 to over 40,000 new likes on its facebook page within a year. This was achieved in collaboration with their web manager, photographer, and retail manager.

RECOMMENDATIONS Profile Picture Brand Logo Cover photo Visually interesting, updated and styled

Internship

About Store location and website

FACEBOOK PAGE GROWTH

July 2012

Marketing | Assembly New York

April 2013

Jennifer Choi | 16

FACEBOOK CUSTOM APPS

CUSTOM APPS CONTENT STRATEGY Using the program Short Stack, I used CSS and HTML to build custom apps tabs in Facebook. Each acted as a marketing channel to showcase Permanent and Seasonal Assets.

1) Collection 2) Join us - Mailing List 3) Blog - Tumblr 4) Pinterest 5) Shop Favorites - 10 picks linked to webshop 6) Listen - Music Tumblr

Marketing | Assembly New York

Jennifer Choi | 18

PHOTOGRAPHS CONTENT STRATEGY

TWITTER

Informing about incoming designers to sell before products reach the floor. Showing large images with shortlinks. Events Should be documented to present Assembly as a lifestyle brand Presentation Phone photos, headshots, basement photos, roll calls from fashion show Designer Watch Pulls stories of what the designers we carry are up to from Google Alerts and Google Reader Their lookbook images

Twitter informs about special events and campaigns. We can also interact with industry influencers and customers.

Collaborations With accessories designers and photobloggers Press/Mentions/Celebrity Snapshots New Arrivals Updated monthly Introducing Newly carried Designers Promotions End of Season, Sample Sale

INSTAGRAM

Sales associates to post daily photos of merchandised outfits or accessories in the store, hashtagging Designerâ&#x20AC;&#x2122;s name, item and style, creating behind the scenes buzz.

Marketing | Assembly New York

Showcasing collections, inspiration and only the most visually striking items to draw webshop traffic. Repinning and liking what users have already pinned to engage with fans.

Jennifer Choi | 20

EVENTS MARKETING

RETAI L MANAGEMENT

Business to Business Relationships I supported retail operations by receiving incoming shipments from designers and vendors. I input the inventory into Quickbooks accounting software, assigned SKUs and priced them, before tagging them for display in the store.

10 x $100 $230

Customer Relationship Management I called customers to inform them about brands they were interested in or specific products they had requested. Using the E-commerce platform Magento, I prepared and shipped their orders. In case their item was out of stock, or damaged, they would also be informed of alternatives, for exchanges, refunds or store credit.

Assembly holds several parties. Invites were sent out through mailing list and Facebook Events. By taking pictures of attendees and giving an exclusive discount code, we are able to showcase Assembly as a lifestyle brand, reward our fans and increase brand loyalty at the same time. Marketing | Assembly New York

Jennifer Choi | 22

CUSTOMER DIRECTORY

JEWELRY PAGES

STORE MANUAL

Sales associatesâ&#x20AC;&#x2122; customer profiles were previously all filed into one binder, alphabetized by the customer name. Organizing their requests by date will make it easier to track which customer to call when we restock, as we know from the invoices when the first shipments delivered, and roughly when they sold out.

In order to inform sales associates more about the designers we carry, these pages show the country of origin, price, SKU, and materials used. The grid, Marketing | Assembly New York

and scale and arrangement of typographical hierarchy were used to increase readability.

Jennifer Choi | 24

Häagen-Dazs Harvest 2012

Strategic Management, Marketing, Graphic Design

HÄAGEN-DAZS is an ice cream brand that is often thought of being European, but actually originates from the Bronx in New York. They are globally recognized for using the finest natural ingredients. Taking the role of a consulting agency, the team decided to promote positive messages through an experience marketing campaign targeting a premium

CAMPAIGN OVERVIEW

Photoshop, Indesign

segment. The goal was to create shared value through collaboration, by having engaging experiences that are fun yet elegant. In order to differentiate themselves from their main competitor in the take home ice cream market, Ben and Jerry’s, they would need to steer clear of gimmicky advertising and show their commitment to pure, rich, and indulgent all natural ingredients.

20 markets (Grow NYC) School Project: Strategic Management

Haagen-Dazs

Teammates: Gabriela Gonzalez and Tracey Lin

20 semi-finalists (prototypes)

MARKET RESEARCH INSIGHTS

5 finalists

Originally positioned as a premium product, recent campaigns have reacted by targeting the mass market and a younger audience. More successful campaigns had immersive experiences highlighting them as a caring, responsible producer and the use of natural ingredients, such as the Help the Honeybees and Five integrated campaigns developed by Goodby, Silverstein and Partners.

Marketing | Haagen-Dazs Harvest

Haagen Dazs is unable to compete simply on price. They need to emphasize quality, natural ingredients and the eating experience. Potential substitutes such as frozen yogurt have led consumers to focus on healthier options with a Do-It-Yourself approach. In order to give more choice to the consumer and show their commitment to the environment and using natural ingredients, flavors

would be crowdsourced from Farmers’ Markets in New York City, in partnership with the non-profit organization Grow NYC. Representatives from each farm can choose to submit flavor suggestions using their produce of which 20 will be selected and prototyped by Haagen-Dazs for a tasting event, where the 5 of the most popular flavors will be produced.

Jennifer Choi | 26

PRINT AD

VOTING EXPERIENCE

Feedback 1

Color:

Voter Pull Name Email

Flavor: Sweet, Tangy, Nutty, Flowery,Varied?

Texture:

You will be entered into a draw to be invited to our tasting event.

Thanks for deciding the next ice cream! Have a free sample.

Creamy, Crunchy, Light, Swirl, Chewy?

Vibe: Calming, Awakening, Refreshing, Adventurous, Carefree?

3 Discover all 5 flavors now! Your taste is White Chocolate Pomegranate.

Crowdsourcing Taste PRESENCE MARKETING Creating Hype The slogan “Fill it” coupled with an empty cup would generate suspense. There are no clues apart from mysterious fruit and herbs nested in cups, and a date, evoking the curiosity of passers-by in high traffic locations such as the Union Square Farmers’ Market. A monochrome palette contrasted with their signature deep violet and the silver spoon repositions them as a premium, luxury brand.

Marketing | Haagen-Dazs Harvest

For a limited time, a booth will be set up to collect a database of contacts, of which 200 will be emailed about the final event, where the first 100 to RSVP may attend. Based on a select number of taste attributes, such as color, flavor, texture and vibe, Haagen-Dazs can receive feedback on consumers’ tastes, for prototyping 20 flavors. When the final 5 flavors have been selected, participants would be matched with a flavor that best matches their answers, keeping them in suspense until voting is over.

Jennifer Choi | 28

TASTING AND VOTING EVENT

PACKAGING DESIGN

Bryant Park 1

LEADERBOARD THS AMPLE BOO

OTHS

SAMPLE BO

Creating Shared Value

Impact

The campaign culminates in a final event, where voters are rewarded by tasting ice cream. They choose the top 5 flavors that are to be produced.

Apart from an innovative product and obtaining valuable feedback, Haagen-Dazs would be able to resonate with new supporters for giving back to their local community. The mature brand is reinvigorated, while consumers are delighted for having a say in the development process

The winning farmers would be awarded cash prizes, and be featured in video ads, where viewers can learn about the farm, ingredients behind the flavor, and what â&#x20AC;&#x153;Harvestâ&#x20AC;? means to them.

Marketing | Haagen-Dazs Harvest

Jennifer Choi | 30

CONTENT STRATEGY

Mr. Dales 2012

Editing, Rebranding, Web Design

LANDING PAGE DESIGN

Photoshop and Illustrator

MR DALES HOME

BLOOMINGDALE’S is a department store owned by Macy’s Inc. that focuses on Fashion and Beauty. As a spinoff from the women’s department, the goal was to increase store sales by accomodating males shopping with their female partners in a hyper feminine retail environment. Through a series of interviews with male customers, sales associates and a meet-

WHAT’S NEW

SIGN OUT

DESIGNERS APPAREL AccESSORIES SHOES STYLE GUIDE THE GUY FILES GEAR GUIDE STYLE IcONS

ing with the Men’s Divisional Merchandising Manager, the team gained insight into male shopping habits and decided to move towards creating narratives that would allow consumers to buy into the lifestyle they desire. New categories of editorial content, a fresh website layout, and an app were conceptualized to support the in-store experience.

School Project: Research and Development Advanced Methods Teammates: Lauren Sanchez, Renee Hong, Joop Schouten, Gabrielle Golenda, Lucie Beecham, Eden Sires, Cansu Ogzul and Caroline McFadden.

Bloomingdale’s

EvENTS

SUMMER TIME WE SHOWCASE THE BEST GEAR , GArB AND GIFTS

READ & SHOP NOW

FEATURED DESIGNER GEAR GUIDE

DENIM REMIXed

MICHAEL KORS

THE GUY FILES

JASPER at 59th ST

EVENTS ENTER NOW!

STYLE IcONS:

Ryan Gosling HELP Contact Us Style Advisors Shipping Information Returns Policy Terms & Conditions Privacy Policy

DESIGNERS Burberry HUGO BOSS Polo Ralph Lauren RLX Ralph Lauren Salvatore Ferragamo Theory More designers

EDITORIAL Style Guide Dale’s Dudes Gear Guide Style Icons Events Video Manuals

MR DALES iPhone App QR Tags Store Item GPS LOYALLIST Careers Affiliates Advertising Your Feedback Corporate

The new grid layout with buttons linking to each story allowed users to see more content at once. A more neutral color palette was adopted to have masculine appeal. The benContent Strategy | Mr. Dales

Receive the latest details on sales, new arrivals, events and rewards. SUBMIT

efit of the Loyallist rewards program is that anyone can join, and for it to be adopted, it needed a more visible button linking to a page of its own.

Jennifer Choi | 34

STYLE GUIDE

The Style Guide is about shopping for occasions, be it an office, event, casual or essential way of dressing. The shopping experience is tailored so that brands and merchandise correspond with the occasion. Here, the brands Hugo Boss, Canali, Theory and Burberry, and merchandise categories such as suits, shirts, pants, ties and cufflinks are recommended for the office.

Content Strategy | Mr. Dales

The team photographed a merchandised story for the summer, focusing on shorts. Men tend to item shop for individual items with similar styles or fit in different colors. They usually know what they want to buy, but appreciate information on details and quality. Several looks and more views are shown here, showing versatility in wearing one item.

Jennifer Choi | 36

THE GUY FILES

GEAR GUIDE The Gear Guide takes an informative approach to style recommendations. KNOW aims to educate consumers about the many aspects and details of menswear. TRENDS looks at the runway and shows more fashion forward ways of dressing. CULTURE showcases events and people in the city who inspire.

Feedback suggested customers came back to the store because of excellent customer service. This page sustains customer relationships by establishing a rapport with shoppers. Including sales associatesâ&#x20AC;&#x2122; presence added and to the often detached online shopping experience. They are showcased as friendly yet approachable stylists and opinion leaders who are able to give the best tips and recommendations.

Content Strategy | Mr. Dales

Jennifer Choi | 38

STYLE ICONS

GEAR GUIDE

Inspired by these influencers, items were merchandised to appeal to different tastes. Tops were matched with bottoms, interspersed with outerwear and accessories, allowing customers to buy into their aspirations.

Content Strategy | Mr. Dales

Jennifer Choi | 40

MR DALES APP

PRODUCT INFORMATION

Shoppers can scan the QR Code printed on hang tags, to find out product information and availability. This is also a channel to cross-sell matching merchandise.

The purpose of the app is to create a pleasurable experience for men and their shopping partners, by allowing them to roam freely around the store.

SEAT LOCATOR

FRIEND TRACKER

MESSENGER Using an Indoor Positioning System (IPS), shoppers can track their partner’s location, or seats to rest. Bloomingdale’s may also use this technology to track store traffic and flow, product locations, and even prevent theft.

Content Strategy | Mr. Dales

Shopping partners can conveniently stay in contact while being free to shop in different departments. They may also snap photos and rate each other’s looks.

Jennifer Choi | 42

ck Calvin Klein 2012 – 2013

Project Management, Content Strategy, User Experience Social Media Strategy

CLUB 21 is a fashion conglomerate that licenses over 300 brands in 17 countries in Asia. ck CALVIN KLEIN is the diffusion line of the RTW designer label Calvin Klein. The goal was to create a Facebook custom app that would eventually grow into a user generated social site. In meetings with the Head of Global Digital and Deputy Editor I conveyed multiple options for user interaction, such as allowing the moodboard to feature dynamic videos. I proposed

Freelancer at Gosh Advertising, Singapore

USER EXPERIENCE User Flow for Access Photoshop and Illustrator

a list of regional bloggers and influencers that the client could reach out to. My consultation to the client on social media practices, like lifestyling apparel as outfits in display settings, increased their Instagram followers from 3,308 in Nov 22 to 6,566 instagram followers on April 23. Internally with Gosh, I led the group’s fashion knowledge, describing how clothes are merchandised by color and silhouette, and how best to showcase this online.

SITE MAP

Club 21 Showing plans for expanding to have user generated content and linking to e-commerce.

The client’s Facebook page and the Facebook Apps landing page featuring the client’s chosen color scheme corresponding with their Spring Summer 2013 collection.

Content Strategy | ck Calvin Klein

Jennifer Choi | 44

WIREFRAME

SOCIAL MEDIA STRATEGY

Initial wireframes with content strategy. Understanding what content and activities engage users, and how to entice them to interact with the brand.

How to use social media in an ecosystem for promoting the brand.

TEASER + LANDING PAGE MOCKUPS

FINAL LANDING PAGE

Proposed integration with soundcloud to coincide with release of younger line.

BEFORE

Suggested outreach to key bloggers and influencers in each local market.

AFTER

Instagram

We proposed three options of cover photos, facebook tab apps, and landing pages. In person, we explained the different interactive capabilities and strengths of each layout. Content Strategy | ck Calvin Klein

My consultation to the client positively impacted their online presence. Lifestyle merchandising and geotagging the location would drive foot traffic from online back to their retail stores.

Jennifer Choi | 46

HIGHLIGHTS

MOODBOARD

Highlights is integrated with Instagram, showcasing new arrivals and the seasonâ&#x20AC;&#x2122;s key accessories.

SELECTS

Moodboard is about culture, reinterpreting fashion in terms of music, design and art.

VOICES

Voices introduces the faces representing the ck Calvin Klein brand.

DIARY

Diary details the latest events and store openings in the region, as a response to the rise of shopping tourism.

Selects takes style inspiration from the runway and the streets.

Content Strategy | ck Calvin Klein

Jennifer Choi | 48

POPSPOKEN 2012 – 2013

Writing, Trend Analysis

EVENTS

Wordpress

POPSPOKEN is an entertainment and lifestyle media website based in Singapore that covers topics such as art, cinema, parties, food and fashion. With Singapore fast becoming a lifestyle hub for international events, such as the first Digital Fashion Week

and Couture Week, I initiated the Global Radar column, to focus on global trends. I wanted to bring viewers awareness of cultural events around the world, in keeping with my eye for spotting patterns, and Singapore’s cosmopolitan environment.

Freelance

THE ‘OTHER’ AND THE ART OF COLLABORATION: LOUIS VUITTON X YAYOI KUSAMA Louis Vuitton’s collaboration with Yayoi Kusama is the latest in a series with avant garde artists. Showcased at the Whitney Museum Retrospective Exhibition in

New York, readers discover the meaning of the Other and the Self in her work.

A TALE OF HUMANIST REVIVAL AT GUCCI’S TIMEPIECES AND JEWELRY ARTISAN CORNER Gucci’s Artisan corner has traveled to Lisbon, Paris, Milan, Osaka and now, New York. Through a conversation with their Master Watchmaker, readers learn his Content Strategy | POPSPOKEN

craft, the symbols of horsebit and bamboo, and a narrative about human nature and the environment.

Jennifer Choi | 50

FASHION

REVIEW

LADIES, THIS IS HOW YOU RAID THE MEN’S CLOSET Some notable womenswear designers such as Dries Van Noten, Reed Krakoff and Rag and Bone have used menswear as a point of dialogue. The social norm of what are exclusively male or female articles of clothing and accessories are changing. By point-

ing out items/menswear staples such as briefcase bags, watches, dress shirts, t shirts, tanks, pants and sweaters, this article shows readers how to pull off a menswear outfit that has a graphic twist.

INTERVIEW

DOES TIME FLOW BACKWARDS OR FORWARDS IN CLOUD ATLAS? LOOK OUT FOR THESE 3 BIG THEMES

INTERVIEW WITH A DJ: ELVIN WHO? LINCEY HEATS UP SINGAPORE’S DECKS

The film Cloud Atlas had a star studded international cast with actors and actresses from Korea, Britain and China. Unlike other reviews that were more critical than positive, this article looked at the meaning of the

film and dissected how their roles played into three larger themes of karmic relationships, futility and eternity, as explained by quantum theory.

Zouk is Singapore’s most popular and longstanding dance club. Elvin Lin, who goes by the moniker Lincey is the youngest DJ to be inducted into its residency. In an 8 question interview, he tells the story to this success and what exactly makes him tick. Content Strategy | POPSPOKEN

Jennifer Choi | 52

SENIOR THESIS

Tagverse 2012 – 2013

Ethnographic Research

TAGVERSE is a social media and website aggregator platform that recommends the most relevant content according to user’s preferences. The aim was to disrupt the internet browsing landscape. A series of interviews, user testing and survey revealed key insights. The main problem was that context in the form of tags and keywords was stuck in the frame-

CLICHÉS

HYPOTHESES

What if surfing wasn’t limited to tabs and folders?

Photoshop, Illustrator, iMovie

What if internet browsers weren’t so impersonal and could learn and change over time?

work of websites. Visiting favorite websites was the no. 1 activity that people did most frequently, but also wanted an improved browsing experience for. Using metadata in the form of tags and keywords, and taking the idea that the browser could learn and change over time, an algorithm would generate stories and topics that would allow users to surf in a targeted and meaningful manner.

What if distraction was useful?

OPEN-ENDED INTERVIEWS

School Project: Senior Thesis

If money and technology was no object, what feature would you most want to have? When I open up my browser, read emails, the next tab would be a display of all the interesting things from favorites. If I could have my own dashboard with a newsfeed of the top trending as an RSS feed. There could be a tab called News, instead of most visited, organized by favorite categories/folders. I want to spend less time trying to organize, but have the browser organize it for me.

Would you mind telling us about your add-ons? X Marks imported all of my bookmarks from Firefox to Chrome. I had a dilemma switching to Chrome, although it was much faster. I would lose all of my bookmarks if not for X Marks. Cooliris makes any image results into a nice visual layout that I can scan through very quickly.

Richard, Male, 27, Engineer “What if whatever I read could be fed through a neuro network to my brain?” I use the web mainly for work, or visiting my favorite news channels.

Senior Thesis | Tagverse

Readability. Sometimes I don’t like the layout of certain websites. Many have a large image at the top when I like to scan through a lot of things at once. A lot of pages aren’t reader friendly. I use this app to change it into a better reading format, where you can alter the font and background color that is easier on the eyes. Recent History in Browser History. What I like about Chrome is that it is basic, bare bones and you can add to it. What if we could take all the history data to show how much time is wasted being unproductive, show BI. Utilize our time more efficiently to see how we are spending our time and measure productivity. A Business intelligence dashboard or chart, to

Jennifer Choi | 56

SURVEY

KEY INSIGHTS

When asked, How often do you browse the internet for these activities?

1) It is not necessarily bad to be too distracted or focused, but maybe neither is being done efficiently.

and What do you want most to have a better browsing experience? The no. 1 answer was:

Visiting Favorite Websites

2) We appreciate user-friendly browser interfaces. The problem may not be with the browser, but with all the different website frameworks instead.

3) Users want their content sorted automatically, rather than doing it themselves.

USER TESTING Laura, 23, Advertising 1) 15 mins: Individuals to sketch how they use tags/categories/bookmarks from memory

PAIN POINTS

2) Rank on scale of 1 - 5 Convenient 5 Useful 5 Informative 4.5 Radical 4 Fun 4 3) Rank (put a dot) between Convenient ._ _ Hassle Useful . _ _ Pointless Informative . _ _ Repetitive Radical . _ _ Old Fun . _ _ Boring 4) How can this improve: Trending is similar to flipboard, but their algorithm could be improved. Differentiate, have visual appeal, more discovery and a better user experience. Suggestion for Beyonce’s profile, have a short writeup on who she is, Apple Tag, Several peaks. Shows a three or four liner about when it was introduced, When Steve Jobs died.

5) Group discussion Would you find this valuable, would you use it? Yeah, flipboard is a lot less social, the algorithm is not as good as hoped. This merges everything friends are talking about, great way to stay current at work, friend life or what is out in the world. How much would you value this? I’m wondering about who you follow, get it reorganizes. What if I didn’t want to see someone’s story that had a lot of likes? Otherwise it’s great. What did you like? It blends in what you want to follow, your social network, knowledge and conversations, gossip and topics. I really like the tag page. You can expand on it give a lot of details. Charts, the full scoop on what has happened, what is happening, what’s been talked about on this tag. The profile page is neat, easy to organize. Stops people from feeling lost, like the column. Maybe have a column of trending conversations with friends that gather interest. I like that you consider keywords and influencing people to use hashtags. What did you not like? Only that you can add more to make it better. How informative it is depends on how good the algorithm is.

If you make it look really cool, Trending, mouse goes over to fashion thesis, magnifies, recommendations that shoot, play around with the visual effects, making it a lot more interactive, more discovery, if they had a music site, play short clips as a preview before you go into the page.

Senior Thesis | Tagverse

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THE ETHOS

IT IS LIKE

TRENDING

The landing page instantly tells you what are the most talked about current and trending topics, based on how often they are mentioned in your network of favorite websites and social media accounts. For people who want to sift through all the noise, this is a neat way to summarize whatâ&#x20AC;&#x2122;s happening.

WHO YOU FOLLOW LINKING ACCOUNTS

Unlike current reader apps, this allows you to follow more types of media such as music and even video. Users can link their favorite accounts and websites that they want to hear the most from. Here for example, the algorithm senses that io9 and wired are similar and will push more related content under the category of Technology to you.

Senior Thesis | Tagverse

Here you get the most recent and popular updates from your favorites, especially those you interact more closely with. Tags or keywords are highlighted in orange, as sensed by Tagverse. It pushes only the top and best stories related to your interests and network. You can even filter what website or social media platform you want news from.

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WEB PRESENCE PAGE

For a tag associated with a business page or public account, this page shows you their entire web presence. You can see their latest posts or what they are tagged in and get instant alerts. The highlighting feature is an also avenue to allow different businesses to recommend each other and gain joint coverage.

MY PROFILE

My Profile is private to you or your friends on Tagverse. The user can write a personal description and highlight tags that she wants to be associated with. This would affect the userâ&#x20AC;&#x2122;s feeds to show more of their favorites. Users can also add widgets such as klout to track their influence.

TOPICS

Topics is a place for the researchers and geeks in us to follow streams of content under categories. If a subcategory is deemed important enough to have a category on its own, it can be highlighted.

DISCOVER

Tagverse suggests tags for more effective outreach. You can also learn about topics or content. These are recommended based on similarity to what she has input right now, or what other users like her are following and posting.

TAG PAGE

ADVANTAGES

In looking for a specific tag such as the iPad Mini, we can see what it is, what has been written about it, and even specific events associated with it, as you can see at the peaks. If there is a tag or keyword like Ipad Mini 2 that is suddenly being used a lot it will be at the top of the related tags, and even show as trending. Senior Thesis | Tagverse

Potential Partners

End Users

Real value versus added value.

All your favorites in one place.

Say a lot with a little, using the right words.

Sift through the noise to know whatâ&#x20AC;&#x2122;s really happening.

Businesses become tag teams instead of competing with each other.

Achieve more with less.

Universal, open-web widgets.

Know the meaning behind what you post.

Accessible social analytics.

Learn while you are getting distracted. Stay on topic while you surf. Less forgetting and losing track.

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C choijennifer@hotmail.com www.choijennifer.com (917) 756-4243