• I co-founded Orbit.Co, an interactive advertising platform based in Asia that targets taxi passengers. 
• All ads are fetched based on geo-location fencing and the ad placer's parameters (i.e. time, weather, location, etc.). 
• The core platform involves a tablet UI that is mounted onto the backs of taxi car seats. 
• Since starting this in mid 2016, we're now at the closed beta phase involving over 80+ local businesses in Seoul Korea. 
• During our venture, we've won (or made finals) for a number of pitch & entrepreneurship competitions and raised $100,000. 
This tablet is mounted to the back of the passenger seats.
Design Work for ORBIT
As one of the five team members, I've been responsible for all aspects of design including our landing page, internal admin portal (or create and edit live ad campaigns), and core tablet platform. I'll be focusing on more of the core tablet platform to highlight the interaction design aspects I've worked on.
Planning Documents

Working out value propositions, SWOT, and market segment positioning to drive design decisions.

• We looked at other entertainment-advertising platforms to drive our product planning process
• A competitor that had a similar concept is – TaxiMedia
• We also looked at the built in headrest tablets airlines use, as well as the interaction patterns for sushi ordering tablets 

We created personas based on real user data and user interviews.

These are some of the customer insights that defined the launch version of the product.

Comparison between ver 1.1 - side scrolling ad grid with bottom selector and ver 1.2 - vertical scrolling ad grid with toggle selector.
The minimum requirements for the home screen is to: 
1. communicate what the tablet is OR grab their attention (inciting them to interact with it) 
2. show a handful of advertisements – ads must accept all forms of multimedia (static, videos, GIFs, forms, site, etc.) 
3. allow users to select specific "ad categories" based on their interests. 
Version 3.0 side scrolling with grid categories selector 

High-fi mockup of version 3.0 that we scrapped due to poor user testing feedback.


Overview of tablet interaction for video ads 

Wireframe leading up to final home page design.

Another slight variation we explored.

The final design doesn't overwhelm the user with ads – while still communicating the different categories available.

• Through our user interviews we discovered that people were more receptive to the tablet if it wasn't a blatant "forced" ad.
• At the minimum if the passenger did not wish to view the ads, the tablet could at least be viewed as a non-obtrusive.
2.1 BROWSE Ad Categories
Provides more screen real estate for ad grid + ad format filters. 
• We decided to create a page for ad browsing in different ad categories.
• This screen shows the available ads in a vertical scrolling grid, that can be filtered using the tabs above. 
3.0 Content Tile Exploration
• We needed to support 3 different kinds of media: video ads, static ads (i.e. graphic ad), and web ad (i.e. landing page). 
• Decided to use simplified indicators for each kind of content instead of a custom icon + title format for each ad. 
4.0 Loading States
5.0 Video Ad Transition

Ver 1.0 and 2.0 iterations of the video ad server (1.0 did not have design input).

• We wanted to create a seamless transition between video ads for out beta users. 
• From our initial user tests – we discovered most of them lost interest when prompted to "choose another ad". 
• Once we tested a "auto-transition" we discovered most users didn't mind continued engagement. 
• When the video ad is complete, the users have 10 seconds in the "transition screen" where the user can claim their reward.
Video ad "paused" [user taps the screen while video ad is running].
Once video ends, the user can go back to select another ad, view previous, re-watch, or watch next.
• We tested 3 batches of 6 users during various stages of development. 
• We focused on gathering qualitative data since first impressions to understand how users "felt" towards the design.
• First impressions were an important factor in a passenger's decision to interact with the tablet.
system usability scale (SUS) Test Results

SUS – 10 item questionnaire with 1-5 Likert scale.

• Tested 6 participants in total using the standard SUS questionnaire (link to calculator).
• New design = 86.25 (80.3 = A) people love the site and will recommend it to their friends.

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