DNA_RewAD_The Blockchain-based Digital Ads Manager achieved through Chatbot Addie (*concept video 영상 별첨)

1. DNA
2018.06.12
Final Presentation
Gahyun Kim
Hyewon Shin
Chanhoo Lee
INTERACTION DESIGN

2. Table of Contents
I. Research Brief
I. Problem Definition
II. Research Title
II. Research Design
I. Agenda Setting
II. Hypothesis
III. Data Summary & Analysis
IV. User Model
I. Target User Building
II. Target User Base
III. Persona Building
V. Use Context — Comparison
VI. Research Model Setting — Key Functions
I. User Provider Influencer
II. Information Architecture, Wireframe Prototype
III. Token Reward System
VII. Interaction Model
I. Usability Test
VIII. UX Targets
I. KPI Setting
IX. Research Concept Video
2

3. RESEARCH BRIEF01-1. Problem Definition
DIGITAL ADS

4. RESEARCH BRIEF4
DIGITAL ADS
$$$
Digital Traces.
Why so Annoying?
How did they know?
Why so Inefficient?
4hr

5. Social, Cognitive Influence of the Mechanisms of
Digital Analytics and Algorithms in Digital Advertisement System
and it’s Optimization
5
“
RESEARCH BRIEF01-2. Research Title

6. 6
RESEARCH DESIGN02-1. Agenda Setting : Research Question
How Can Data Tracking& Analysis Algorithms in Digital Ads System
be Optimized for both Users/Consumers and Providers/Clients?
“

7. 7
RESEARCH DESIGN02-2. Hypothesis
· Both user& provider will gain higher efficiency and better perceptive values when engaged in a MUTUALLY-BENEFICIAL STRUCTURE.
· User’s emotional perception(positive/negative) upon digital ad is affected primarily by the utility value of the contents, which are mostly
personal and reciprocal since individual’s personal information often acts as a premise of the contents.
· Above will lead to higher willingness in digital ad utilization, which in turn will result in better turnout of the system circulation, hence
expanding the service and user pool.
· The extent and level of INFORMATION SECURITY AND TRANSPARENCY highly affect individual user’s range of digital activity.
· The more engaged a user is in digital platforms, the more concerned and knowledgeable the user is upon personal data utilization.
BLOCKCHAIN TECHNOLOGY
*Advertising and Media in the Age of the Algorithm, Sinclair(2016), International Journal of Communication
**Mobile Trend Report 2018, Open Survey

8. 8
DATA RESEARCH03-1. Data Summary : Research Method
Online.
Google form. n= 33.
to understand general behavior/
attitude
From the survey.
+/- users. n= 4-6.
Deepen the understanding,
Listening to both sides.
Recruited independently.
Heavy users. n= 4-6.
Earn meaningful insight.
Testing out possible models.
Online
Survey
In-depth
Interview FGI
Observation
*The optimal target segment for the research was premised to be the most digitally active demographic group: individuals in their 20-30s.

9. 9
DATA RESEARCH03-1. Data Summary : Target User Behavior
Integral to living
Clothing, cosmetics, food, living staples
9PM~
after Midnight
20,000 KRW
average spent on each online purchase
Credit card/
Simple payment
What When How much How
Negative, but high CTA Aware of being Targeted Information Security Relevancy

10. 10
DATA RESEARCH03-2. Data Analysis : Target Insight
“Even when I know I leave traces online, I felt UNCANNY
AND EVEN SCARED when YouTube gives me an ad of
the product I searched for literally 5 minutes ago”
“The fact that random providers are using my
information to their benefits WITHOUT MY CONSENT
made me really UNCOMFORTABLE”
“It gives me chills how my actual behavior per se is
reflected on each and every ad I am exposed to”
“Casually searched on Coupang for things I wanted to
buy, went on to Facebook which started giving me
countless “Suggested Purchases” with Coupang
banner ads everywhere made me feel like I was being
watched: Facebook Big Brother!”
Privacy Invasion
insecure, uncomfortable
“Targeting ads are usually OFF THE POINT, the
INEFFICIENCY makes me feel sorry for clients”
“Tracking ads keep bugging me: Stop telling me to buy things
I already bought yesterday!”
“Some ads are ok, but some are just TOO RANDOM, *Cringe*
“Google Ad Setting won’t even react to my personal
adjustment, I still get Dating App ads, SO ANNOYING”
“Ads that I have lost interest in continue to show up,
and they become BOTHERSOME
Irrelevant Ads
irritating, frustrating
High Relevancy
informative, entertaining
“Simple, concise, interesting enough ads are the most efficient, THEY MAKE ME ACT”
“Ads that are RELEVANT TO MY NEEDS are mostly INFORMATIVE”
“Most of my purchases are made through LANDING LINKS from the right(high relevancy) ad contents”
“I usually scroll through all the ads, they keep me updated to the latest trend, new products, interesting news”
“Some YouTube viral ads are TOO FUNNY TO SKIP”
“YouTube influencer ads are the most helpful when done right:
when they keep the ads authentic enough, the credibility can be much higher than the ones coming from the clients”

11. 11
DATA RESEARCH03-2. Data Analysis
Habitual Habitual
Issue of
Controllability
Privacy
Issue
Transparent
Security
Direct
Control
HabitualIrrelevancy
Personalized
Relevancy

12. 12
USER MODEL04-1. Target User Building
PASSIVE POSITIVE
“I don’t mind”
Source of Information
PASSIVE NEGATIVE
Ignorance
Elimination
ACTIVE POSITIVE
Action Cycle
Willing Engagement
ACTIVE NEGATIVE
Ad Block
Ghostery, YTR
USER BEHAVIORAL TYPES

13. 13
USER MODEL04-2. Target User Base
· Users who are aware of the tracking mechanisms of digital platforms, even to a vague extent
· Users who have sufficient willingness and needs in having personalized control over their individual information upon digital platforms
· Users who are concerned about the SECURITY of personal information upon digital platforms within the process of information tracking
· Users whose foremost criterion of engagement upon digital platforms is; RELEVANCY
“Actively Engaged Users upon Digital Platforms
with Personal Experience/Concerns on Relevancy and Information Security”

14. 14
USER MODEL04-3. Persona Building
JiYun Kim
AGE
LOCATION
MARITAL
LIVING
EDUCATION
OCCUPATION
INTEREST
SPENDING
26
MAPO, SEOUL
SINGLE
1 BDR APARTMENT
BACHELOR’S
DIGITAL MARKETER
HEALTH& BEAUTY
15,000,000KRW
(excluding rent)
iPad
Mac
iPhone
DEVICES USED
SEARCH
SOCIAL MEDIA
SHOPPING
MOBILE BEHAVIOUR
WORKS FROM 9-6
USES SOCIAL MEDIA
:Kakao, FB, Insta, YT, etc.
ENJOYS WORKOUT
ENGAGES IN
SHOPPING
MOVIES, GALLERY
EATING OUT
:Info fr Social Media
:Derivative Contents
WEEKDAYS WEEKEND
· High Capability& Willingness in Digital Ad Utilization *User Base Premise - actively engaged, habitual usage
: 80% of monthly shopping comes from mobile shopping
: Most are influenced from digital advertisements from social media activity, web search
: Channels for mobile shopping are widely dispersed
· Pain Points
: Habitually utilization of digital ads was often deterred from IRRELEVANT ads —INEFFICIENCY
: Insecurity in personal information usage, extent, regulations; “How did they know this about me?”
· Model Solution
: Mutually-beneficial Digital Ads Platform with Personalized Optimization& Transparent Information Security
ACTIVE& ENG
AGING

15. 15
USER MODEL04-3. Persona Building
JiYun Kim
AGE
LOCATION
MARITAL
LIVING
EDUCATION
OCCUPATION
INTEREST
SPENDING
26
MAPO, SEOUL
SINGLE
1 BDR APARTMENT
BACHELOR’S
DIGITAL MARKETER
HEALTH& BEAUTY
15,000,000KRW
(excluding rent)
iPad
Mac
iPhone
DEVICES USED
SEARCH
SOCIAL MEDIA
SHOPPING
MOBILE BEHAVIOUR
WORKS FROM 9-6
USES SOCIAL MEDIA
:Kakao, FB, Insta, YT, etc.
ENJOYS WORKOUT
ENGAGES IN
SHOPPING
MOVIES, GALLERY
EATING OUT
:Info fr Social Media
:Derivative Contents
WEEKDAYS WEEKEND
· High Capability& Willingness in Digital Ad Utilization *User Base Premise - actively engaged, habitual usage
: 80% of monthly shopping comes from mobile shopping
: Most are influenced from digital advertisements from social media activity, web search
: Channels for mobile shopping are widely dispersed
· Pain Points
: Habitually utilization of digital ads was often deterred from IRRELEVANT ads —INEFFICIENCY
: Insecurity in personal information usage, extent, regulations; “How did they know this about me?”
· Suggestion
: Mutually-beneficial Digital Ads Platform with Personalized Optimization& Transparent Information Security
“RELEVANCY
SECURITY
EFFICIENCY
MUTUAL BENEFIT

16. 16
USE CONTEXT05-1. Use Context A: Individual Consumer
2018.05.31 2018.05.31 01:58 2018.06.02
AS IS :
TO BE :
2018.05.31
2018.05.31 01:59
2018.06.15
Timely Offer

17. 17
USE CONTEXT05-2. Use Context B: Influencer Contents
Realtime Relevancy Control
AS IS :
New Setting
Purchase Made
Relevancy Personalization
Information Utilization ConsentTO BE :
lack of control in
relevancy, exposure frequency, personal adjustment, value feedback

18. RESEARCH MODEL SETTING06-1. User Provider Influencer
provider
Influencer
SelectiveData
Rew
AD
Rew
AD
AdContents
user
Ad Contents
Reaction
· Blockchain-Based Ads Manager, achieved through Chatbot
· RewAD& Digital activity managing platform
operable in any web/mobile setting in widget form
· Social Media setting: familiarity, intimacy (ref. Kakao chat)

19. RESEARCH MODEL SETTING06-1. User Provider Influencer
provider
Influencer
SelectiveData
Rew
AD
Rew
AD
AdContents
user
Ad Contents
Reaction
· Blockchain-Based Ads Manager, achieved through Chatbot
· RewAD& Digital activity managing platform
operable in any web/mobile setting in widget form
· Social Media setting: familiarity, intimacy (ref. Kakao chat)
Personal Optimization
Maximum Relevancy
Realtime Interactive Adjustment
Blockchained
Decentralized, Encrypted
Non-Mediated, Non-Manipulative
Transparent Information Utilization

20. 20
06-2. Information Architecture RESEARCH MODEL SETTING

21. 06-2. Wireframe Prototype RESEARCH MODEL SETTING
· Initial Context Setting
· Personalization
· System Interaction Chatbot
· Widget
· Realtime Adjustment
· Chatbot Suggestion
· Optimized Offer
· Influencer Management
· Reaction Level Setting
· RewAD Management
· Currency Type
· Currency Rate

22. 22
06-3. Token Reward System RESEARCH MODEL SETTING
· To enrich Consumer—Provider relation and ensure a blockchain-secured beneficial circulation
· All stakeholders are responsible for each block of RewAD
· Providers may adjust their own RewAD status according to User data
Registered with Context?
YES
Interact with RewAD Chatbot?
YES
Make Purchase of the
RewAD-Suggested Product?
· Extent of information release: selective level setting
· Initiate interaction with Chatbot
· React to Chatbot’s casual talk, content suggestions, setting adjustment feedback
· Register preferred Influencer and add personalized setting for influencer contents
· Register Purchase through RewAD-provided landing links
· Agree to provide purchase data to selective providers to be reflected in further RewAD activity
· Adjust exposure rate, preference setting, purchase status, utility value of certain provider/product
1 RewAD = 1 KRW
YES

23. 23
INTERACTION MODEL07. Usability Test
Susie Lee | PR Manager at PMG Korea
“From BLOCKCHAIN-APPLIED TRACKING OPTIMIZATION, inefficiency in reach data—CTR, ROI, etc.—will quantitively be improved
since the mediating process is eliminated/minimized, and target group can be systemically narrowed down almost to the extent of
personalization with trusting level of information encryption.
This will maximize clients/providers’ data utilization capacity and secure a sustainable, long-term based credibility level, leading to better
quality contents with MAXIMUM RELEVANCE FOR EACH TARGET GROUP.
The fact that the target audience for the service is already narrowed down because of the entry barrier* may act as a limitation for clients, but
it could in turn be a better opportunity for products/services that require highly segmented/specialized target groups with maximum
engagement level.
Also, there would need to be a persuasive enough validation for ensuring the level of credibility in the encryption system to general users
who are not familiar with blockchain technology and its operation, and there may be issues on contents quality control.”
*User base premise states that the users for the model service are to be active, willingly engaging users of digital activity; to correspond with the regulative, transparent operation of the service.
USER — PROVIDER
“May form a Mutually-Beneficial Cycle with Optimized Efficiency Rate”

24. 24
UX TARGET08. Key Performance Indicator [KPI] Setting
· Quantitative UX
· Token utilization rate (take)
· Time spent on the system
· Relevancy rate (number of errors/total number of task attempts)
· Qualitative UX
· Reported expectations and performance
· Overall satisfaction
· System Usability Scale - Overall, Relevance, Security, Chatbot, Tokens
Strongly
Disagree
Disagree Neutral Agree
Strongly
Agree
I think that I would like to use RewAD frequently
I find it generally pleasant to talk to the RewAD chatbot
I worry that other users might be able to violate my privacy
through RewAD
I am annoyed by how the RewAD chatbot talks to me
I still see too many irrelevant ads even though I use RewAD
I am confident that information about me stored in RewAD
secure and anonymous(encrypted)
I found RewAD very awkward to use
I get more relevant ads since I started using RewAD
I am unsatisfied by the RewAD token system

25. 09. RESEARCH CONCEPT VIDEO

26. THANK YOU
INTERACTION DESIGN