2. Contents
I. Team Members
II. Title of the Study
III. Study Description and Objective
IV. Subject of the Study
V. User Context
VI. Preliminary Sketches
. Information Architecture
. Personas by types
3. Team Members
Gahyun Kim Hyewon Shin Chanhoo Lee
Team Leader, Data Collection,
Experiment Coordination, etc.
Literature Review,
Experiment Execution, etc.
Data Research,
Experiment Analysis, etc.
01
4. Mechanisms and Social, Cognitive Influence of
Digital Analytics and Algorithms
Applied in Commercial Services
Title of the study
“
02
5. Study Description and Objective
to understand
the process and influence of
data analytics and algorithm
to deduce
the most efficient tracking
mechanism for a specific target base
to suggest
an improved approach
03
6. Subject of the Study
Single-person
Households
In their 20-30s
04
13. User Context
Users encounter different types of data analytic
algorithms while using various kinds of services in
daily basis.
Users’ life style, scope of information, consumption
behavior, and etc. are deeply affected by algorithms
without one noticing it.
“
11
14. Jihye Kim Hanna Choi YongGyu Kim
32, account executive
Instagram, Digital Payment, Apple Cloud
22, College student
Likes make-up, shopping
Youtube, Naver, 11st
24, College student
Interested in Movies
Facebook, Watcha
11Sketches . Personas by Types
15. Sketches . Persona #1 . Jihye Kim
AM 7:00 Gets up to get readyfor work
AM 7:50 Has a simple delivery breakfast pre-ordered from 배달의 민족 (배민 찬)Baemin Chan
AM 8:00 Leaves for work, gets on a commute train(subway), watches YouTube videos the whole timeYouTube
AM 9:00 Arrived at work, checks all her email and daily tasks through business GmailGmail
AM 10:00 Checks her KakaoTalk from time to time, sends a Starbucks Gifticon to a friend she hanged out with last nightKakaoTalk
AM 11:00 Short meeting with her colleagues, shares her meeting materialfrom Google DriveGoogle Drive
PM 12:00 Lunch time. Checks her Instagram feed, likes her friends posts, uploads her lunch on Instagram StoryInstagram
PM 1:00 Quick coffee with colleagues, talks about Netflix programs everyone’s watched during the weekend
AM 7:30 Uses Apple Music to listen to music during showerApple Music
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16. Sketches . Persona #1 . Jihye Kim
PM 3:00 Before leaving for a client meeting, saves her Keynote from her iMac on her Apple Cloud to make the
presentation through her laptop. On the way to her client, she checks the Keynote again on her iPad
PM 4:00 Rolls through her Facebook newsfeed on her way backFacebook
PM 7:00 Done with work, meets up with a friend for dinner
PM 9:00 On her way home, posts a picture of the quality time spent with her friend on Instagram with several
hashtags and posts it on Facebookas well using the connected account
Instagram
& Facebook
PM 11:00 Watches Netflix, chooses a random documentaryfrom recommended contentlist (you may like~).
Looks up both Google and Naver to checkfor details of the documentary.
Netflix, Google
& Naver
AM 12:00 Bedtime, rolls through her online shopping cart and looks up for the original book of the documentaryon
Naver and purchases the bookfrom Yes24 connected with Naver and Naver Pay.
Yes24
& Naver, NPay
Apple Cloud
PM 2:00 Bored, quick shopping time. Checks out little things like a phone case to replace the broken one from last
night, a new foundation she’s been eyeing on after checking it out from 화해(cosmetic safetycheckapp),
and the new AI speaker from Kakao. All this is done within 20 minutes, she uses HyundaiCard’s Payshot
service and Coupang’s Rocket Pay for quick and easypayment
HyundaiCard Payshot
& Coupang Rocket Pay
PM 10:00 Drops by a nearby CVS for groceries
13
17. Sketches . Persona #2 . Hanna Choi
AM 7:30 – 8:30
YouTube
watch YouTube videos while getting ready
AM 8:30 – 9:30
Naver
On her way to school, she explores through the Naver shopping window,
by scrolling down the ranks provided by Naver. She clicks severalfloral
blouses and hits like for few of them.
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18. Sketches . Persona #2 . Hanna Choi
PM 2:30 – 3:00
YouTube
During the break, she kills time by watching YouTube videos. She
mainly watches videos related to makeups, so her feed mostlyconsists
of makeup tutorials and product reviews. While watching the video, she
finds out Clio launched new lip product and watches few swatch videos
of the product.
PM 5:20 – 5:50
Naver
While waiting for her friend, she habitually scrolls down the shopping
page of Naver. In the section ”AiTEMS” where user-tailored
recommendations are displayed, she finds out floral blouse which suits
her taste 100%, in reasonable price. She buys the floral blouse with
Naver Pay.
15
19. Sketches . Persona #2 . Hanna Choi
PM 7:40 – 8 :00
Google
At home while she was doing her assignments, she ran into the side
banner of newly-launched Clio lip product, and decides to buy the
product from the on-line platform without swatching it by herself, but
solely depending on the reviews of YouTubers she watched in the
afternoon.
PM 8:00 – 8:20
11st
Although she saw the banner, she opens 11st mobile application
because she feels more comfortable and easywith mobile payment,
where she only need to put six digits. She searches the Clio lip product,
and comes across the related products suggested bythe system and
buys some daily necessities such as toilet paper.
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20. Sketches . Persona #3 . YongGyu Kim
PM 1:30 Facebook
PM 7:15
While eating lunch, Younggyu casually turns on Facebook to check his news feed. Scrolling through his friends’ activities,
a promotion for an event catches his eyes. It says by commenting and sharing a post about a new movie, he can enter a
contest for a chance to win free tickets to a preview of it. He does that and tags two friends that are also interested in
that movie.
Younggyu texts his schoolmovie club to go to the theater this evening. A friend answers and theygo have a good time.
AM 11:55 Watcha
The next Saturdaymorning, Younggyu opens Watcha. He rates allthe movies that he saw this week. Scrolling through
the movies recommended to him, he finds some that he watched before and rates them also. Then he finds one that
really interests him but he hasn’t seen. He plans to watch that on Monday evening after his classes end.
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